Analysis Of A Mixed Supply Chain With The WeChat Channel

Wechat marketing is a new product of the Internet economy,a network marketing mode,which thanks to most popular app – wechat.Then lots of firms have begun to sell their goods on the Wechat platform and obtained remarkable results.For instance,an Internet brand-“Three Squirrels” established Official Accounts on Wechat platform with internet thinking,and this Official Accounts made a significant impact on having real-time interaction with consumers.While there are majority of companies still hesitant to open a Wechat channel considered new things' unknown risks and channel conflict,etc.As a result,Faceing these complex influencing factors,there are following questions: How does an enterprise choose a market strategy? When should it open a WeChat channel? The answers to these questions are vital to such enterprises that are hesitant in launching a WeChat channel.In recent years,some scholars already have focused on the problems from WeChat marketing field,but their researches paid less attention on quantitative analysis of WeChat marketing.This essay firstly takes the quantitative method of mathematical modeling to study the feasibility of doing business on Wechat based on relatively mature theories and supply chain management methods,and this article also focuses on trying to bring new idea of Wechat marketing to original multi-channel supply chain management system,expand its research scope and apply it to the actual practice.On the basis of previous researches,this essay researches that manufacturers and retailers bring Wechat sales channel into multi-channel supply chain system,relatively.And under Stacklberg model that takes manufacturers as leading,this study set up the profit models of manufacturers and retailers and uses these models to find Wechat sales channel's optimal decision variable and best opening time.And the acceptance of consumers of the WeChat channel,network direct sales channels and the sensitivity of service levels,they also have impacts on the optimal decision variable and the total profits of manufacturers,retailers.In Summary,this essay uses game theory to analyze the marketing strategy and the optimal decisions through supply chain methods,different channel structures and investment promotes.The research shows that no matter a manufacturer or a retailer opens a WeChat channel,retailers would benefit from it.The decision of a manufacturer opening a Wechat channel is affected by the attitude of consumers to Wechat.In a multi-channel supply chain system,although the retailer who launches a WeChat channel will experience increased profit,he may reduce profits of the entire supply chain and the manufacturer.Manufacturers and retailers should do surveys and make some predictions about consumers' acceptance before building a new channel,and open a Wechat channel after marketing factors reaching a certain level.These research results provide some theoretical foundations and decision-making guidances to analyze consumer behavior and market situation for enterprises,and also improve the efficiency of choosing Wechat channel.