Research On Pricing-Promotion Coordination Mechanism In Consumer Electronics New Product Supply Chain

With the improvement of people's material living standards,consumer electronic products have long been closely related to daily work and have become an indispensable part of life.A large number of homogenized new products have flooded into the market,of which only a few new products can be successful,and most of the other new products can only be withdrawn from the market because of excessive pricing or insufficient promotion.Therefore,in order to take the lead in the homogeneous competition of new consumer electronics products in the 5G era,activate the supply chain of new consumer electronics products,and further enhance the overall profit of the supply chain,how to design a supply chain pricing-promotion coordination mechanism has become an urgent issue.According to the above research background,this thesis introduces the repurchase reward and punishment joint contract based on the analysis of the characteristics of the new consumer electronics product supply chain and domestic and foreign research.This thesis constructs a pricing-promotion coordination model for the new product supply chain of traditional and dual-channel consumer electronics under different ordering situations by Stacklberg game model.The optimal pricing-promotion strategies of manufacturers and sellers and the optimal profits of the supply chain under different circumstances are discovered in this paper.In addition,this paper takes into consideration the influence of wholesale price sensitivity coefficient,sales price elasticity coefficient,promotion sensitivity coefficient and online channel preference coefficient on optimal decision-making in different situations.Finally,this paper uses the relevant data of Xiaomi to compare and analyze the optimal pricing and promotion decisions and optimal profits of the new consumer electronics product supply chain under traditional channels and dual channels.As shown in the research results,the supply chain of new consumer electronics products will achieve the best overall profit in the supply chain based on the repurchase reward and punishment joint contract.When manufacturers and sellers choose the strategy of high pricing and high promotion,the overall profit of the supply chain under the dual-channel sales model is higher than that under the traditional channel sales model.Introducing a repurchase reward and punishment joint contract,increasing online sales channels,and formulating a high-price and high-promotion combination strategy can provide a reference for the design of a new consumer electronics product pricing-promotion coordination mechanism without absolute quality or technical advantages.Thus,the supply chain participants and the overall profit of the supply chain can be effectively improved.The innovations of this thesis are as follows:(1)Construct a supply chain pricing and promotion coordination model for two different ordering situations by taking new consumer electronics products as the contextual object;(2)Construct models for the two different modes of traditional and dual channels respectively,select relevant data from Xiaomi to conduct simulation analysis and design corresponding strategies.