Channel structure of E-platform encroachment

This paper focuses on the supply chain consisting of a manufacturer, third-party (3P) seller, and an e-platform, while 3P seller sells products through e-platform. If e-platform not only provides sales channel for but also determines retail price then directly, we call it encroachment, which creates competition between We find that encroachment benefits manufacturer hurts seller. And both prefer discrimination strategy to uniform pricing strategy, does necessarily. The encourages offer preferential wholesale as compensation curb competitive advantage two strategies have same total quantity different allocations across channels. Moreover, propose new coordination mechanism reduce double marginalization effect improve performance. In extensions, demonstrate numerically how should decide commission rate compare model with reveal impact roles all parties in chain.