Supply Chain Coordination Mechanism On Capacity And Pricing Strategies Under C2B Mode

With the development of economy,the application of new technology and the transformation of the people consumption idea,consumers begin to ask for more about quality,style and price of a commodities and look forward buying personalized and unique products.But the traditional e-commerce modes(B2B?B2C?C2C)can't meet consumers' personalized needs which is complicated,new forms of e-commerce emerging.The most representative is C2B(Customers To Bussiness)model.C2B model is dominated by consumers,meet the personalized needs of consumers,improves the consumer leading position of shopping.Although C2B model can better meet the personalized requirements of customers and minimize inventory,it puts forward to higher requirements on the enterprise supply chain management level.On the one hand,the uncertainty of market demand and longer lead time demand forecasting is very difficult in C2B mode,so it is easy to appear shortage or surplus of production capacity.On the other hand,the enterprise needs to pay high cost in order to meet consumers personalization needs,but consumer is impossible to pay high fees.Therefore enterprises need to aggregate customers' demand without rising lots of price to realize customized production.These are great challenges for enterprise which operates C2B mode.Based on the reality background above,this paper uses the research methods of commitment contract,capacity preparation mechanism,the price discount contract and the cost sharing contract,contrapose the problem of capacity conflict and pricing strategy under C2B model.This paper summarizes in detail about the research status of C2B e-commerce,the research of supply chain coordination mechanism on capacity,the product pricing strategy under the environment of electronic commerce and coordination mechanism on supply chain contract.Besides,capacity decision model is constructed based on quantity commitment contract.It analyzes equilibrium in three different scenarios which conclude centralized decision,decentralized decision and using commitment contract,and discusses some important parameters,such as forecasting for customized product made by platform firm,and committed proportion for ordering goods.It shows that commitment contract can get better effect of coordination under C2B mode,and the platform firm should set proper contract parameter in order to make it a better role.Then,according to the characteristics of the personalized custom products,this paper build a product pricing model based on price discount contract.It analyzes equilibrium in three different scenarios which conclude centralized decision,decentralized decision and using cost sharing contract,and discusses the impact of the parameters of price sensitive coefficient of demand custom cost coefficient to the earnings of supply chain mechanism.It shows that cost sharing contract can get better effect of coordination under C2B mode,and it can improve the earnings of the members of supply chain.But the supply firm should set proper contract parameter in order to make it a better role.Finally,this paper summarizes some important research conclusions of this study and points out the deficiencies of this study and the future research direction.