A Study on Platform Supply Chain Model Selection and Pricing Considering Precision Marketing

This study constructs a Stackelberg competitive model that includes manufacturers, e-commerce platforms, and third-party marketing platforms to explore the impact of precision marketing services on the strategic balance of all parties involved. The article proposes three strategies, including a platform marketing model, third-party marketing model, and differentiated marketing model. Research has found that manufacturers tend to choose marketing services with lower costs, especially when marketing costs are low. The cost and expenses of precision marketing services are key factors in manufacturers’ decision-making. When the commission rate is at a moderate level, manufacturers tend to choose e-commerce platforms, while platforms tend to provide precision marketing services with lower service sensitivity.