中文摘要：

通过对2009年李宁公司网络渠道外包的个案分析，研究了B282C电子商务环境下制造商、代客服务商渠道收益分配问题，得出最优收益分配机制。比较分析发现电子商务平台积分回馈的提高，将有助于系统利润的增加。

英文摘要：

Through the case analysis of network outsourcing on the Li Ning company, the problem of revenue sharing between a manufacturer and an agent middleman under B2B2C is researched, and the optimal profit distribution is given. Results of numerical example show that the increase of points rewards from third-party e-commerce platform will improve total channel revenue.