Product Sales And Service Operation Strategy Of E-retailers

With the unprecedented progress of economy,the consumption concept of some consumers starts to change,who no longer blindly pursue low price or brand goods,but seek high-quality products and services.As a link between online and offline transactions,e-retailers constantly adjust and improve their operation strategies in response to the changes in consumers,so as to build a more complete online retail system.Therefore,in the context of e-commerce,this dissertation makes use of game theory,operation management,marketing and other related theories,and applies the optimization research method to study the operation strategies of e-retailers when considering the product sales and service at the same time by building game models.The specific research contents are as follows:Firstly,the procurement and operation strategies problem of e-retailers in different logistics service systems are investigated.Consider a supply chain consisting of a manufacturer,a brand name company,an e-retailer,and a third-party logistics service provider.The e-retailer can purchase products directly from a manufacturer or wholesale brand products from the brand-name company.The procurement strategies of selfbuilt and third-party logistics e-retailers are studied respectively.Moreover,the impact of logistics service mode and brand premium on e-retailers' procurement strategies are discussed.The results show that e-retailers with different logistics service systems have identical procurement preference when the procurement cost is high or low.However,when the procurement cost is moderate,the e-retailer with third-party logistics service system is more motivated to adopt direct procurement strategy.In addition,the higher the brand premium is,the stronger the incentive for the e-retailer to adopt indirect procurement strategy is.Secondly,the e-retailer's product sales and service operation mode choice problem is studied.Consider three operation modes in which the e-retailer cooperates with supplier under the reputation related demand: the platform-only mode,the resale mode,or resale+service mode.Through the discussion of participant equilibrium strategy and the analysis of numerical examples,the preference of e-retailers for product sales and service operation modes is obtained.The results reveal that only in lower service cost the e-retailer tends to the resale+service mode,otherwise,it is profitable for them to consider abandoning the service and pricing power.In most cases,the operation mode preference of the supplier is consistent with the e-retailer,that is both sides in the cooperation can achieve a win-win situation.Finally,the pricing strategies problem based on consumer behavior and service cost of e-retailers is investigated under a competitive environment.Consider a twoperiod market in which bricks and clicks retailers sell products to high service cost type and low service cost type consumers.Discuss the relevant decisions of two retailers under non-price discrimination strategy,single price discrimination strategy and double price discrimination strategy,respectively.Through the analysis of the relevant decisions under different pricing strategies,the influence of price discrimination on competition and the e-retailer's preference of pricing strategy in equilibrium are obtained.The results show that price discrimination slows down the competition of two retailers in the first period,but intensifies the competition in the second period.The double price discrimination strategy damages the interests of retailers with advantages in service cost,but increases the profits of retailers with disadvantages in service cost when consumer's travel cost is high.