摘要：针对由一个拥有自有品牌的电子零售商和两个竞争性制造商组成的供应链，在制造商之间、制造商与电子零售商之间存在竞争且市场需求信息为电子零售商私有的情况下，研究电子零售商的信息共享决策。研究结果表明：不同销售模式下，电子零售商的需求信息共享策略存在显著差异。在两个制造商各自生产互为竞争的全国品牌产品，并以批发价将产品销售给同一电子零售商的分销模式中，同时考虑电子零售商引入自有品牌产品，垂直信息共享将无法持续，两个制造商都不会获得电子零售商的信息共享将成为占优策略；而信息共享在固定佣金比率下具有“双赢”属性，能够同时提升电子零售商和制造商的利润，并增加供应链整体效率。

Abstract: In a supply chain consisting of one e-tailer with a store brand and two competing manufacturers, where the market demand information is privately held by the e-tailer, we study the e-tailer's optimal information sharing strategy, considering competition both between the manufacturers and between the manufacturers and the e-tailer.The research findings indicate that the e-tailer's demand information sharing strategies significantly differ across various sales models.In a distribution model where two manufacturers each produce competing national brand products and sell them to the same e-tailer at wholesale prices, while considering the e-tailer's introduction of a store brand product, vertical information sharing cannot be sustained.In this scenario, neither manufacturer will receive information sharing from the e-tailer, making this the dominant strategy.Conversely, under a fixed commission rate, information sharing exhibits a “win-win” attribute, simultaneously enhancing the profits of both the platform and the manufacturers, and improving overall supply chain efficiency.