Abstract: With the rapid development of the Internet retailing,the electronic attribute and the business attribute of the retail platform begin to separate.The choice of the retail platform model is increasingly important for brand manufacturers.Based on the heterogeneity of consumer platform preferences,this research compares the profit functions of the brand vendor and the retailer under self-run platform,marketplace platform and hybrid platform model.The main results of this paper are obtained through numerical case analysis.The conclusions show that consumers' preference for marketplace has a positive influence on marketplace platform demand and mode selection. Secondly, when brand manufacturers' products belong to the categories with lower commission ratio, the marketplace model is the best choice of the brand manufacturer. We utilize numerical examples to analyze the impact of platform order fulfillment costs on the choice of retail platform business model and examine the sensitivity of related parameters.

Key words: retailing platform selection, heterogeneous consumers, order fulfillment cost