Research on Logistics Service Strategy of Integrated E-commerce Platform Enterprises

To enhance the logistics service experience of online shopping users, many comprehensive e-commerce platform enterprises have built their own logistics service systems, providing high-quality transportation, warehousing and distribution services for cooperative retailers and individual consumers. This paper establishes the Stackelberg game model between the comprehensive e-commerce platform and the cooperative retailers, and analyzes and solves the model. It determines the decisions for the optimal logistics service level of the platform and the optimal product prices of retailers under three logistics service strategies: (i) third-party logistics, (ii) third-party warehousing combined with platform distribution, and (iii) the platform’s self-built logistics. By comparing the optimal decisions of various logistics service strategies, it is found that under the self-built logistics service strategy of the platform, the platform provides the highest optimal logistics service level. At the same time, retailers set the highest optimal retail price of goods. Further numerical simulations reveal that the profit level generated by each logistics service strategy is influenced by several factors, including the platform’s warehouse construction, the distribution team’s construction cost, and the order commission rate paid by retailers to the platform. Finally, based on the dominant conditions of the profit levels of various logistics service strategies, this paper provides an orientation map for selecting logistics service strategies for comprehensive e-commerce platforms and cooperative retailers, offering a reference for their strategic decision-making.