Research On The Performance Of ODM E-commerce Green Supply Chain Based On Revenue Sharing Contract

With the advancement of society,the continuous improvement of people's living standards and the gradual awakening of environmental awareness,products with high pollution and lack of quality and safety have gradually been eliminated by the market.People are increasingly favoring those green products,and green development has become the theme of the times.In order to enhance their core competitiveness,enterprises began to implement a green sustainable development strategy,and green supply chain management came into being.Performance improvement is an extremely important part of green supply chain management and is of great significance.The level of green supply chain performance reflects the survival and development of the participating parties in the supply chain.Continuous measures to improve the performance of green supply chain can not only help the supply chain solve its own problems,but also reduce environmental pollution and consumption of natural resources and promote the harmonious integration of economy,resources,environment and society.In recent years,the vigorous development of e-commerce has led to many new development models of e-commerce,ODM e-commerce model is one of them.At present,YanXuan is the representative of ODM e-commerce mode.The essence of ODM e-commerce mode lies in the cooperation between upstream and downstream enterprises in the supply chain.Therefore,in the increasingly fierce competition of e-commerce market,It has become an urgent problem for YanXuan to improve communication and collaboration with manufacturers upstream of supply chain.Based on the background of E-commerce industry and from the perspective of improving the performance of green supply chain,this paper takes NetEase's second-level green supply chain composed of Yanuan and its manufacturers as an example,and establishes a game model of green supply chain under two revenue sharing contracts:a revenue sharing contract model dominated by Yanxuan and a revenue sharing contract model under negotiation,and compares the results with those under centralized control and decentralized decision.The results show that revenue shaing contracts can effectively improve the performance of green supply chain.Thereinto,the revenue sharing contract under negotiation is better than the revenue sharing contract model dominated by Yanxuan.Finally,this paper discusses the influence of consumers' preference on the green degree of products,price,manufacturer's profit and Yanxuan's profit through numerical simulation.The results show that the preference of consumers can improve the green degree of products and the profit of all members of the supply chain in different degrees.