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中文摘要：
基于需求函数以及博弈理论,以＂合作社＋超市＂为例,构建了分销契约和平台契约下的市场均衡结构,分析了市场竞争程度、溢出效应和平台使用费对契约选择策略的影响。研究结果表明：与溢出效应的影响不同,当市场竞争程度增加,超市的偏好从平台契约转向分销契约;平台使用费是竞争效应和溢出效应综合作用的结果。
英文摘要：
Based on the demand function and game theory,taking＂cooperation ＋ suppermarket＂as a case,market equilibrium structure have been constructed under reselling contract and platform contract,the influence of the degree of market competition,spillover effect and the platform fees on strategy selecting have been analyzed. The results show that,different from the spillover effect,when the degree of market competition increasing,the supermarket＇s preferences from platform contract to reselling contract; the platform fee is combined action result from the competitive effect and spillover effect.
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