Pioneer or follower? The sequence of introducing self-operated logistics on platform under consideration of preannouncement

Purpose The self-operated logistics mode with the autonomous-controllable characteristics promotes the improvement of logistics service quality. The e-commerce platform would preannounce the construction plan of self-operated logistics, and then officially launch self-operated logistics service, deciding the introduction sequence and quality of self-operated logistics. The main purpose of this study is to analyze the integration of preannouncement and self-operated logistics introduction order. Design/methodology/approach Based on the multi-strategies continuity of preannouncement and preannouncement content implementation, this paper considers the continuity of preannouncement and self-operated logistics introduction order, constructing the continuous-timing pricing models to systematically analyze the sequence of platform introducing the self-operated logistics under preannounce scenarios, including six scenarios: NF-{non-preannounce, first introduce}, NL-{non-preannounce, second introduce}, NS-{non-preannounce, simultaneously introduce}, PF-{preannounce, first introduce}, PL-{preannounce, second introduce} and PS-{preannounce, simultaneously introduce}. Findings We receive several interesting findings: Interestingly, there exists substitution between preannouncement and first-mover strategy, and the market growth cycle and self-operated logistics quality can be also substituted. Under the impact of these substitutions, the equilibrium strategy of platform with lower initial quality is NF. If the market growth cycle last short time, the equilibrium strategy is PS; if the market growth cycle last long time, the equilibrium strategy is also PS with greatly higher self-operated logistics quality, but PL is the equilibrium outcome when platform chooses to develop self-operated logistics with moderately higher quality. Originality/value First, this study considers the interaction of preannouncement and self-operated logistics introduction order, enriching the interdisciplinary research on information marketing and entry market order strategies. Second, this study develops the continuous-time game models for considering the continuity of two strategies, enriching the continuous game framework of multiple strategies. Third, this study investigates the equilibrium outcomes of self-operated logistics introduction under preannouncement, providing the suggestion for self-operated logistics development.