Research On Book Supply Chain Coordination Of S Press

Each enterprise makes the profit maximization as the basis of decision in book supply chain.It leads to double marginalization and put the press in a dilemma of shortage and return.With the rapid development of mobile internet technology and the popularization of mobile intelligent terminal equipment,the shopping habits of book consumers and the way of purchasing have changed dramatically.More and more readers buy books through online sales channels.S Press is the research object in the paper.The paper analyzes the game between proprietary online bookstore with the third party bookstore and the collaboration of the book supply chain when they have alliance cooperation in O2 O model.Specific analysis is as follows:(1)The hypothesis conditions of collaboration between online channel and entity channel about books and high value products are different.Books are low value products.There is no cross price elasticity between online channel and entity channel,while there is cross price elasticity between online vendors.But there is cross price elasticity between online channel and entity channel about high value products.(2)Analysis on the supply chain model of academic books before and after the press manage online bookstore.In view of academic books,the paper uses Stackelberg game model and researches on supply chain collaborative management between the press and the third party entity bookstore.The study found that whether or not the press manages its online bookstore,the profits of them are decreased with the increase of the price elasticity of books.Under the premise of constant book pricing,improving wholesale price of book can increase the profits of the press,but the profits of the third party entity bookstore reduce.Further study found that the press manage proprietary online bookstore can increase the profits.Taking into account the monopoly of entity channel,the press should keep the wholesale discount unchanged.The press can improve the pricing of academic books in order to increase the profits of the two parties.(3)Analysis on the supply chain model of general books before and after the press manage online bookstore.In view of general books,this paper uses Stackelberg game model and researches on supply chain collaborative management between the press and the third party bookstore.The study found that whether or not press manages its online bookstore,the profits of the press and the third party entity bookstore are decreased with the increase of the price elasticity of books.While the profits of the press and the third party online bookstores are increasing with the increase of cross price elasticity.Improving the book wholesale price can increase the profits of the press,but the profits of the two third party bookstores reduced.Further study found that proprietary online bookstore can increase the profits of the press under certain conditions.Taking into account the monopoly of entity channel and the substitution of online channel,the press should be careful to improve the wholesale price of physical bookstores,but it can be appropriate to improve the wholesale price of online channel in order to increase its profits.(4)Analysis on the supply chain model of two kinds of books when proprietary online bookstores with the third party entity bookstore have alliance cooperation in O2 O model.In view of two kinds of books,study found that O2 O alliance cooperation is Kaldor-Hicks efficiency,the transfer of profits by appropriate can make the press and the third party entity bookstore increase the profits.This strategy can eliminate double marginalization,so that the press can get rid of the dilemma of out of shortage and return.