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