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今天小编为大家带来的是最新钱报（七十一），
具体为文献推文（期刊论文）的精读
《Consumer Rebates from E-Commerce Platforms and Multi-Channel Management of Third-Party Sellers》
欢迎您的用心访问！
本期推文阅读时长大约7分钟，请您耐心阅读。
Share interest, spread happiness, increase knowledge, leave beautiful.
Dear you,
This is LearingYard Academy!
Today Xiaobian brings you the latest money report (71),
Specifically for the intensive reading of literature tweets (journal papers)
A dual supply chain revenue sharing contract considering online reviews and Rebates
Welcome your heart visit!
This tweet will take about 7minutes to read, please be patient.
今天小编分享一篇期刊论文《Consumer Rebates from E-Commerce Platforms and Multi-Channel Management of Third-Party Sellers》的引言和文献回顾部分，小编将从思维导图、精读内容、知识补充三个板块来介绍这一部分内容，请读者跟小编一起学习一下吧！
Today Xiaobian shares the introduction and literature review of a journal paper "Consumer Rebates from E-Commerce Platforms and Multi-Channel Management of Third-Party Sellers". Xiaobian will introduce this part of the content from the mind map, intensive reading content, knowledge supplement three sections, please learn with Xiaobian!
1.思维导图
该篇文献的引言和文献回顾部分的思维导图部分如下图所示：
The mind map of the introduction and literature review of this paper is shown in the figure below:
2.精读内容
小编对学者引言和文献综述进行分析，学者在引言部分首先介绍了电商平台的模式，这些平台从每笔商品或服务销售中赚取佣金，形成一种代理模式。平台致力于提供更方便的购买环境，以鼓励消费者在他们的市场上花更多的钱，同时，平台还经常以不同的方式补贴消费者，使用所谓的消费者返利，如奖励计划、免费送货服务、邮寄返利、优惠券和即时折扣来刺激消费者的购买意愿。这些促销渠道被用来锁定消费者使用该平台的市场，并阻止消费者转向其他销售渠道，平台返利策略不仅直接改变了消费者的行为，还间接改变了第三方卖家在线上和线下渠道的多渠道管理。学者表明的主要研究问题为电商平台提供消费返利是否诱导卖家将销售基础从其他零售渠道转移到平台渠道？销售者利润中心的这种转移对现有的零售商有什么影响？平台应该如何管理自己的消费返利相关策略？因此学者针对在线平台、一个第三方卖家和一个线下零售商组成的供应链进行研究。也就是制造商在批发模式下通过零售商分销其产品，在这种模式下，制造商在零售商确定批发价将物品批发给零售商，它还使用代理模式通过平台分销其产品，通过这种模式，卖家可以直接设定其零售价格，而销售收入则根据平台初步确定的佣金率与平台分享。此外，该平台为消费者设定了一个返利率，以鼓励在线购买。如果平台返利，在线渠道对第三方卖方变得更有吸引力(消费者返利的增加)，则卖家修改其定价以将其销售从线下转移到线上。具体来说，它降低了在线购买的实际现金支付价格，并向线下零售商收取更高的批发价。因此，网上购物的更大返利对卖家有利，但对线下零售商不利。在这种情况下，较高的在线返利率会诱使卖方将其利润中心转移到线下渠道，以减轻其消费者返利负担。也就是说，与平台自费发放消费返利的原始情况相比，发生了卖家利润中心的反向转移。因此，线下零售商又可以享受较低的批发价，并因此受益于较高的在线返利率。
Xiaobian analyzes the scholar's introduction and literature review. In the introduction part, the scholar first introduces the model of e-commerce platform, which earns commission from each commodity or service sale, forming an agency model. Platforms aim to provide a more convenient buying environment to encourage consumers to spend more money in their marketplaces, while at the same time, platforms also often subsidize consumers in different ways, using so-called consumer rebates such as rewards programs, free shipping services, mail-in rebates, coupons and instant discounts to stimulate consumers' purchase intentions. These promotional channels are used to lock in the market where consumers use the platform and prevent consumers from switching to other sales channels. The platform rebate strategy not only directly changes consumer behavior, but also indirectly changes the multi-channel management of third-party sellers' online and offline channels. The main research questions expressed by scholars are: Does providing consumption rebates on e-commerce platforms induce sellers to transfer their sales base from other retail channels to platform channels? How does this shift in sellers' profit centers affect existing retailers? How should platforms manage their rebate strategies? Therefore, scholars study the supply chain composed of an online platform, a third-party seller and an offline retailer. That is, the manufacturer distributes its products through retailers in a wholesale model, where the retailer sets the wholesale price, and it distributes its products through the platform using an agency model, in which the seller sets the retail price directly and the sales proceeds are shared with the platform based on a commission rate initially determined by the platform. In addition, the platform has set a rebate rate for consumers to encourage online purchases. If the platform rebates and the online channel becomes more attractive to third-party sellers (an increase in consumer rebates), then the seller modifies its pricing to shift its sales from offline to online. Specifically, it has lowered the actual price paid in cash for online purchases and charged offline retailers higher wholesale prices. So bigger rebates on online purchases are good for sellers, but bad for offline retailers. In this case, the higher online rebate rate will induce sellers to shift their profit centers to offline channels to ease the rebate burden on their consumers. That is to say, compared with the original situation in which the platform pays consumption rebates at its own expense, the reverse transfer of the seller's profit center occurs. As a result, offline retailers can enjoy lower wholesale prices and thus benefit from higher online rebate rates.
学者文献综述涉及两个方面的文献。第一部分包括最近对电子商务平台代理模式多渠道管理的研究。第二部分学者介绍了返利的模式以及返利在供应链中的应用。
Scholars' literature review involves two aspects of literature. The first part includes the recent research on the multi-channel management of e-commerce platform agent model. The second part introduces the model of rebate and the application of rebate in supply chain.
最后学者总结出文献的研究内容为对线上购物返利如何影响第三方卖家通过线上和线下渠道分销其产品的多渠道管理提供新的见解。
Finally, scholars conclude that the research content of the literature provides new insights into how online shopping rebates affect the multi-channel management of third-party sellers' distribution of their products through online and offline channels.
3.知识补充
1.引言部分的写作结构如何安排？
1. How to arrange the writing structure of the introduction?
引言部分占全文比例10-15%作用。
The introduction part accounts for 10-15% of the full text.
（1）研究背景介绍(1 段)
(1) Introduction to the Research Background (Paragraph 1)
与研究主题密切相关，从总体到局部，综合性类似期刊的背景，介绍要详尽、让非本研究领域读者看得懂。
Closely related to the research topic, from the overall to the local, comprehensive similar to the background of the journal, the introduction should be detailed, so that readers outside the research field can understand.
（2）研文献综述部分针对研究领域细化及未知空白的总结，点明研究主题，表达本研究聚焦点的重要性、必要性，当下研究的局限性。
(2) The research literature review section summarizes the research field refinement and unknown blank, points out the research theme, expresses the importance and necessity of the focus of this research and the limitations of the current research.
（3）提出问题以及表明假说、目的，有针对性地对研究空白提出解决方案。
(3) Put forward questions, indicate hypotheses and objectives, and propose solutions to research gaps.
2.文献综述主要写什么内容？
2. What is the literature review mainly about?
文献综述工作一般包括两个步骤，分别是文献查询和文献综述的撰写。文献查询又包括四个环节，分别是检索、筛选、阅读、梳理文献。文献综述包括研究领域的研究历程、研究现(主要学术观点、前人研究成果、研究焦点、存在的问题及可能的原因等)，并根据相关情况提出自己的思考、评论和研究思路。
Literature review generally consists of two steps, namely literature inquiry and literature review writing. The literature search includes four more the links are retrieval, screening, reading and literature sorting.the literature review includes the research process and current research in the research field (main academic viewpoints, previous research achievements, research focus, existing problems and possible causes, etc.), and puts forward my own thinking, comments and research ideas according to relevant situations.
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参考资料：有道翻译
参考文献：[1] Monden A, Zennyo Y. Consumer Rebates from E-Commerce Platforms and Multi-Channel Management of Third-Party Sellers [J]. Available at SSRN 3639717, 2021， 1(1): 1-14.
本文由LearningYard学苑整理并发出，如有侵权请在后台留言！
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