中文摘要：

联营型B2C平台通过自建物流改善服务质量,却面临建设中巨额成本问题,而平台上的联营企业虽无较大成本压力,但其服务质量却有待改进。基于联营企业与其所在平台的佣金利益关系,从双方销售同种产品直接竞争的角度出发,运用合作竞争理论的思想构建模型并进行分析。结果表明,在满足一定条件的基础上,帕累托改进是存在的,自营与联营企业可以相互合作来实现双赢,且商家能通过控制各因素而实现对价格和销量的不同偏好。

英文摘要：

The joint type Business-to-Consumer electronic commerce platform improves present situation of logistics through self-built logistics,but faces huge cost problem.For the third party companies on the platform, there is no cost pres- sure, but its quality of logistics service needs to be improved.Based on the interest relationship between the third party enterpri- ses and the platform and cooperation-competition theory, this paper makes a model from more detailed perspective that they sell the same products and there is a direct competition and then draws a conclusion that the openness of self-built logistics can a- chieve ＂win-win＂ under some conditions.What＇s more, the company can adjust the value of factors to get what they want from the aspect of preference about price and sales volume.