چكيده به لاتين
By the spread of the coronavirus disease 2019, the first option of most consumers for shopping is being e-marketplaces. As a result, under such a situation, e-marketplaces face intense competition. Accordingly, adopting an effective policy for gaining more market share is significant for them. In this study, an e-marketplace is considered in which the products are sold through parallel selling channels. In the parallel selling channels, local sellers deliver the consumers’ orders very fast, and a price discount is offered by the hypermarket. Three dynamic models are proposed in this study. In the first model, the dynamic effects of the price discount and delivery lead time decisions are calculated by the dynamic game theory. Furthermore, the evolution of the e-marketplace reputation is calculated over time. In addition, since promotional effort is one of the essential features of the commercial world, e-marketplaces make promotional efforts to enhance their market gain. Because of the importance of managing the platform sellers’ shares of the market gain from the promotional efforts, the current investigation contributes to the literature by introducing a scheme to share the market gain from the promotional efforts between the selling channels. Accordingly, in the second model, a dynamic model determining the optimal promotional effort level, delivery lead time, and price discount level according to the states of customer satisfaction level and e-marketplace reputation is proposed. Moreover, in today’s business environment, in the e-marketplaces, perishable products are sold besides the non-perishable products. In online selling channels, customers are sensitive to the delivery lead time of perishable products. This study introduces the delivery-based demand augmentation policy for perishable products, which are sold in the e-marketplace. According to this policy, the perishable products are delivered very quickly to the customers, which leads to reduce the customers’ worry about the deterioration of the perishable products in the delivery process. Therefore, in the third model, a dynamic model is proposed to determine the optimal freshness-keeping effort for perishable products, price discount levels, and promotional effort. Three problems are formulated in decentralized and centralized structures. Then, a coordination contract is proposed under the coordination system. The data is applied to evaluate the developed model. The results illustrate that to better manage the market share of the e-marketplace, managers can consider the simultaneous dynamic effects of the price discount and delivery time decisions. Further, determining the decisions over time leads to improve the e-marketplace reputation over time. In addition, the e-marketplace manager can influence the service level by the commission fees. Moreover, the coordination contract effectively improves the e-marketplace and sellers’ performance. Overall, this study provides management insights for e-marketplace managers to enhance economic performance.
