This study focuses on e-commerce platforms that operate self-built logistics networks and extend these services to external channels. It examines two major logistics strategies used by such platforms: Indiscriminate Logistics Service (ILS) mode and Membership-Based Logistics Service (MLS) mode. ILS mode offers high-level logistics services to all consumers, while MLS mode restricts premium services to paying members. We examine which strategy yields better outcomes for both platforms and manufacturers, and how exogenous factors influence strategic choices. Results show that MLS mode does not always attract more members. When both the membership fee and logistics service level are low, ILS mode is more effective, as the price discounts in ILS mode are more attractive to members than the service upgrades offered in MLS mode. The optimal strategy for platforms and manufacturers depends on the membership fees and logistics service level. When the membership fee is high and logistics level is moderate, their interests may diverge. In other cases, a win–win outcome is achievable. Furthermore, in MLS, rising third-party logistics costs can increase members if membership fees remain moderate. In ILS, even low membership fees may fail to attract members if consumers strongly prefer purchasing through manufacturers’ direct channels.
Geng et al. (Thu,) studied this question.