Research On The Channel Organizational Structure And Decision-making In E-commerce Under The Environment Of Internet Of Things

E-commerce is playing an important role on the development of economic and society in China.At present,the rapid development of new information technologies such as Internet of Things can promote the innovation and development of e-commerce industry.However,there are still many problems to be solved in the process of applying new information technologies such as Internet of Things in e-commerce enterprises,such as transforming the application of new information technology into profitability,combining new information technology with existing operational strategies,and formulating policies to promote the application of new information technology.Based on the existing supply chain game model,this paper adds the impact of new information technologies such as the Internet of Things on channel organization structure into the model.Considering that in some complex scenarios,the game model based on spatial utility is often difficult to analyze,this paper constructs a simulation model for extended analysis.With the help of game theory and simulation model,this paper studies how Internet of Things technology application and channel organization structure affect channel members' decision-making in e-commerce industry.Firstly,this paper studies the influence of channel structure on the adoption strategy of the Internet of Things.When the investment cost of Internet of Things technology is not considered,online direct retail channels are always willing to apply Internet of Things technology.When the investment cost of Internet of Things technology is high,if there is little difference between online and offline channels,independent retail channels have greater motivation to apply Internet of Things technology.If offline channels have strong advantages over online channels,online direct marketing channels are more willing to apply Internet of Things technology.Further,the process of technology diffusion is incorporated into the model.It is found that in some scenarios,when diffusion is maintained locally rather than globally,online retailers can obtain higher benefits by applying Internet of Things technology.Secondly,this paper studies the influence of channel organization structure and new information technology application on government e-commerce subsidy policy.When the subsidy intensity is higher,the subsidy effect in independent retail channels is higher,and vice versa,the subsidy effect in direct marketing channels is stronger.In addition,the application of new information technology can always improve the subsidy effect in independent marketing channels,but whether it can improve the subsidy effect in direct marketing channels depends on the specific scenario.Finally,this paper studies how channel organization structure and retailer participating in quality decision-making affect the quality decision-making of channel member.Compared with the scenario where product quality is determined only by the manufacturer,retailer participating in quality decision-making has a disadvantage.Due to the multi-party decision-making and the correlative effect of each other's decision-making,one party's unwillingness to improve product quality will reduce the motivation of other participants to improve product quality under certain conditions.Channel encroachment has different effects on the quality efforts of traditional retailers in retail,manufacturer in manufacturering activities and retail activities in the direct channel.The scenario with traceability systems is further analyzed.When traceability exists,channel encroachment does not change manufacturers' quality decision-making in manufacturing,but it can change retailers' quality decision-making in retailing.