关键词: 跨境电商, 渠道选择, 运营模式, 博弈论

Abstract:  The increasing number of platform sellers has led to intensified competition， highlighting the advantages of the independent website model in cross-border e-commerce. This paper constructs an online sales system composed of a cross-border e-commerce enterprise and a cross-border e-commerce platform. It discusses the decision-making process for introducing the independent website channel， pricing decisions for different channels， and the impact of platform commission rates on the decision to introduce the independent website channel. The following main conclusions are drawn： The decision of whether to introduce the independent website channel for cross-border e-commerce enterprises mainly considers the preference for the independent website channel and channel sales costs. The platform commission rate affects the choice of operating model for the independent website channel. When the platform commission rate is in a lower range， the drainage model should be adopted， otherwise， the brand model should be adopted. Compared with pure platform channels， expanding independent website channels is considered an advantageous strategy. Platform providers should encourage the introduction of the independent website channel by reducing the platform commission rate， while also supporting brand promotion activities rather than just website drainage， which can achieve system Pareto improvement.

Key words:  , cross-border e-commerce；channel selection；operating model；game theory