Research On Market Competition Strategy Of Retail Supply Chain Based On Electronic Commerce

With the rapid development of E-commerce,consumers are increasingly choosing online shopping and research on the E-commerce supply chain has become a hot topic.Existing research focus on analysis of competition relationship between manufacturers,which base on price theory of the real economy.However,due to the virtual nature of the network economics and the changeability of the consumer demand instead,however,the virtual nature of the network economics and the changeability of the consumer demand turn to the market demand determined by the utility of online shopping affected by multiple factors.How different types of products participate in the virtual market competition is determined by the characteristics of the products themselves and the market reaction of consumers.Moreover,network supply chain members expand from manufacturers and consumers to platform providers,which makes the virtual market competition become more complex.Therefore,on the basis of the existing research results,this paper puts the virtual online retail supply chain into the overall theoretical analysis framework,takes the consumer utility as the main line,reexamines and analyzes the characteristics of market competition,expand and improve the existing supply chain market competition strategy model,and uses game theory and other methods to make in-depth research on the problem of the e-commerce retail supply chain market competition strategy.Klein(1998)pioneeringly explored the types of products suitable for online sales.More and more kinds of products entering network marketing with the development of the times,and few scholars have made detailed research on them.This paper starts from the products suitable for the network market,classifies the kind of products into homogeneous products and differentiated products,furtherly classifies the differentiated products into horizontal differentiated products and vertical differentiated products,and subdivides the vertical differentiated products,which covers the product types of the online retail market.As a result,according to the market competition characteristics of different types of products,the specific work and conclusions are as follows:(1)According to the strong substitutability and the price sensitivity of consumers of homogeneous products,the market competition model is constructed.Using the theory and method of cooperative game and non-cooperative game,the mechanism of vicious price competition in homogeneous product by numerical simulation is analyized.A solution to the problem of the vious price competition is proposed.The paper further studies problems of the profit distribution of centralized decision making in the supply chain and the selection of the product network sales channel,and gives the priority of three channels and five channel strategies.(2)As a solution to the vicious price competition of homogeneous products,the competitive strategy of online retail market of level differentiated products is studied,the flow experience is introduced into the model as a differential parameter,and is extended to Hotelling model of flow theory,based on the flow theory of virtual market.Through the analysis of the variation of horizontal differentiation parameters,it is concluded that products with larger horizontal differentiation parameters have more competitive advantages in the market.Manufacturers can gain more benefits by adjusting prices and also occupy the market at a low price because product price can be adjusted in a wide range.(3)On the competition strategy of the vertical differentiated product of network retail market,according to the characteristics of three types of differentiated products,this paper discusses the suitable market competition strategies of the retail supply chain participants of differentiated products.Researching on network retail market competitive strategy of quality differentiated products,consumers can’t directly contact the goods and judge their quality because of the virtual nature of the network market.Therefore,based on the utility of online shopping consumers,the convex parameter model of the product quality is built,and through the comparative analysis of cooperative game and non-cooperative game,the research shows that low-quality products has the advantage on the market,which is different from many previous research conclusions.This paper also puts forward some suggestions for the manufacturers of high quality products to participate in the market competition.In the research on network retail market competitive strategy of differentiated products of green technology innovation,it’s different from the previous empirical research methods,we build a market competition model mainly based on government environmental regulations,and consumer willingness to pay,etc.From the analysis of the results of the game among the government,the manufacturer and the consumer,it can be concluded that online shopping consumers’ willingness to pay has a positive impact on product green technology innovation level,manufacturer’s profit and social welfare.If the government does not regulate,the manufacturers would be motivated to carry out green technology innovation,and regulation coefficient threshold is given.Moreover,with the increase of regulation intensity of the government,the manufacturers’ profit and the total social welfare will first decreases and then increases,showing a U-shaped trend,and the trend of product price changes is just the opposite,which are both verified.In the long run,government regulation is beneficial to all parties.In the short term,manufacturers should actively cultivate consumers and choose the appropriate green technology strategy to obtain greater market competitive advantage under different government regulation levels.In the research of market competitive strategy of differentiated consumables,previous studies have neglected that the consumable market is restricted by its corresponding market share of durable goods.For this reason,firstly,this research starts with the determination of the market share of durable goods,and innovatively analyzes the two periods production of differentiated consumables.By using the theory of consumer market segmentation,it shows that manufacturers can gain more profits through price strategy,but,it is not that the higher the price,the more profits.Especially,the price of remanufactured consumables should not be too high,otherwise consumers will escape.Therefore,the price strategy of manufacturers should be adjusted flexibly,and in particular,remanufacturing consumables are suitable to use the low-price strategy to win the market share.(4)As a member of the supply chain that provides platform trading services for retailers and consumers,platform provider has a dual identity in the market.First,as a participant in the market economy,it is an enterprise that has the requirement to obtain profits;second,as a supervisor and manager of the market order,it has the obligation to maintain the good operation order of the network market.With the development of platform industry,the competition among platforms is increasingly fierce.As an enterprise,the eventual aim of the platform provider is to make profits.On the basis of the existing bilateral market theory and network externality theory,this paper innovatively introduces platform controllable parameter,i.e.platform technical service differentiation parameter.Using game theory to analyze the competition between platforms,the research shows that the inter group network externalities will weaken the profitability of the platform while the platform providers can increase their controllable parameter values to improve their profitability.Furthermore,the model is put into the actual network market environment and further modified,to make it more in line with the reality of network market competition.Due to a large number of dishonest retailers in the platform market,the normal order of the market is seriously disturbed.In the study of the platform management strategy againest the retailer dishonesty,the innovative use of evolutionary game method,through the evolutionary dynamic analysis,it is concluded that the evolution process and stability strategy of the network market system are affected by the initial state of the system,the change of relevant parameters has a certain impact on the platform provider governance strategy,and the threshold value of the market governance parameters of the platform provider is also obtained.The value of the governance parameters has a certain deterrent effect on the illegal retailers and a certain positive impact on the stability of the market order of the platform.