Entity Retail Platform Competition with the Difference in Consumer Preference on Brand

Separating the consumers into two groups, namely, brand-loving and brand-neutral, the paper builds the price and commodity supply model to study the effects of consumers' attitude to brand and the coverage of consumer market on the entity retail platform. The results show an increase in the proportion of brand-loving consumers increases the rate of commission formulated by platform and the entity retail platform's profits whatever the consumer market is covered or partially-covered; the effects of the brand-loving on the entity retail platform's added value depend on whether the consumer market is wholly covered or partially covered.