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双渠道冲突与治理成为电子商务环境理论与实践的关键问题,信息共享常导致风险收益非公平的配置,从而抑制了信息共享平台的有效实施.应用贝叶斯推断原理构建电子渠道与传统渠道信息共享与基于电子渠道的收益分享合作机制,探讨了该合作机制的实施环境和范围,并分析了市场竞争、市场风险、市场潜在规模、信息预测能力对双渠道信息共享与收益分享策略选择的影响.
Double-channel conflict and governance have become the key issues in the theory and practice of e-commerce environment. Information sharing often lead to unfair allocation of risk and income, thus inhibiting the effective implementation of information sharing platform.By using Bayesian inference theory to construct electronic channel and traditional channel information Sharing and cooperation mechanism of revenue sharing based on electronic channels, explores the implementation environment and scope of the cooperation mechanism, and analyzes the influence of market competition, market risk, market potential size and information forecasting ability on the choice of information sharing and revenue sharing strategies of dual channels .