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E-commerce platforms can use big data resources and innovation technologies to exert customized innovation efforts on the research and development of their self-owned brands, but the interaction of customized innovation efforts and power structure differences on the introduction strategy of e-commerce platforms has become the focus of academia and industry. Based on this problem, the game theory method was used to construct three models in three situations: not introducing self-owned brands, weak e-commerce introducing self-owned brands and strong e-commerce introducing self-owned brands. The theoretical and numerical simulation results show that, the e-commerce platform only when the cost efficiency of self-owned brand is higher than the certain threshold, the strategy can not only significantly increase the revenue of the manufacturer but also increase the overall channel profit under given conditions； compared with the situation of the strong e-commerce platform, the weak e-commerce platform introducing self-owned brands will benefit the manufacturer. The research conclusion provides a theoretical basis for the e-commerce platform to make the decision of introducing its own brand, and also provides the management inspiration for the strategy optimization of the e-commerce platform.
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| 科 Family | 属数 Number of genus | 种数 Number of species | 占总种数比例 Percentage of total species (%) | 属 Genus | 种数 Number of species | 占总种数比例 Percentage of total species (%) |
|---|---|---|---|---|---|---|
| 鹅膏菌科Amanitaceae | 2 | 11 | 5.26 | 鹅膏菌属 Amanita | 10 | 4.78 |
| 小菇科 Mycenaceae | 2 | 12 | 5.74 | 丝盖伞属 Inocybe | 5 | 2.39 |
| 多孔菌科 Polyporaceae | 8 | 14 | 6.70 | 蜡蘑属 Laccaria | 5 | 2.39 |
| 红菇科 Russulaceae | 3 | 23 | 11.00 | 小皮伞属 Marasmius | 6 | 2.87 |
| 小菇属 Mycena | 11 | 5.26 | ||||
| 光柄菇属 Pluteus | 5 | 2.39 | ||||
| 红菇属 Russula | 17 | 8.13 | ||||
| 栓菌属 Trametes | 5 | 2.39 |
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