Research On Coordination Contract For The Horizontal Channel Involved Information Intermediary In Electronic Suplly Chain

At present,the network shopping has become the most preferred way of shopping,which forced businesses to develop a variety of business models.On the one hand,information intermediary is the product of alternatives to traditional intermediary in electronic environment,on the other hand it also can optimize the customer to choose,and improve business sales opportunities.How disadvantaged information intermediaries can coordinate with business to ensure a balanced revenues is a problem to be solved,which finally makes a relationship healthy and orderly development.This paper mainly did the following work:(1)literature research.Using method of literature research,this paper sorted out E-commerce business model,traditional supply chain contract,compared electronic commerce vertical channels with horizontal channels,the evolution of the electronic commerce mediation process.At the same time,this paper summarized the process of the evolution of the electronic commerce intermediary.(2)Research on coordination model for the horizontal channel involved information intermediary in electronic supply chain.Using case study method,through interviews and literature search way of data collection,this paper compare Dou Ban and Jing Dong with Qunar and TripAdvisor,and summarized referral fees,marketing effort,product unit price,wholesale price and network virtual booth fee variable,etc.The result structured two conceptual models.(3)Research on coordination contract design for the horizontal channel involved information intermediary in electronic supply chain.Building the profit function of the scattered circumstances and the total profit function concentrated circumstances,this paper compared two situations.The conclusion for this thesis:Under certain conditions,optimal retail price P*,optimal recommendation cost C_t~* and the best marketing efforts e*are positively related to k,and the total profit of the supply chain is increasing with the increase of k value.In reality,when the market share of the information medium is certain,the more sensitive to customer's marketing efforts,the greater the profit of the supply chain.This paper provide a reference basis to the multi-agent coordination involved information intermediary in electronic supply chain.