Research On Production And Sales Strategies Of E-commerce Supply Chain Under Economies Of Scale

Macro-policy regulation requires speeding up technological upgrading and continuously improving the production level of products,which has caused enterprises to face the problem of transforming production scale economies to diseconomy.In addition,the rapid development of E-commerce and online shopping platform technology,as well as the convenience of online shopping,have caused consumers to continuously increase demand for various products.In the face of increasing product demand,more and more companies have opened online E-commerce channels to sell products on the basis of traditional offline retail channels,that is,operating a dual supply chain.Based on the background of the above two aspects,this paper discusses the production and sales strategies of the supply chain with online selling channel based on the total cost function of economies and diseconomies of scale.The decision-making models of retail channel supply chain and E-supply chain with direct online selling are constructed respectively.Firstly,the decision-making models of retail channel and dual channel supply chain with direct online selling under scale economy are considered.Secondly,the supply chain models of retail channel and dual channel under scale diseconomy are analyzed.Through the comparative analysis of the strategies in different situations to expand the existing dual channel supply chain research.The details are as follows:(1)Aiming at the supply chain model under scale economy,the equilibrium decisionmaking models of offline retail single channel supply chain and E-commerce dual channel supply chain are constructed respectively to solve the equilibrium decision-making of manufacturers and retailers in two kinds of sales systems under different conditions,and the production and sales strategies of this kind of sales system under different conditions are obtained;(2)Aiming at the supply chain model under scale diseconomy,the equilibrium decision models of offline retail single channel supply chain and E-commerce dual channel supply chain are constructed respectively to solve the equilibrium decisions of manufacturers and retailers in two kinds of sales systems under different conditions,and the production and sales strategies of this kind of sales system under different conditions are obtained;(3)Based on the four supply chain models of retail channel and E-commerce dual channel under the conditions of scale economy and scale diseconomy,the production and sales strategies of manufacturers are analyzed by using the methods of comparative analysis;(4)By using the numerical simulation method,this paper analyzes the manufacturer's production and sales strategy selection problem under four kinds of supply chain model,and the influence of market demand,consumer's retail channel loyalty and product's unit sales price sensitivity coefficient on the member equilibrium decision.Based on the model analysis,we find that: economies and diseconomies cost factors affect the production and sales of various types of strategic supply chains;as the market demand increases,the manufacturer increases the production and sales quantities of products,so the production strategy shifts from the economies of scale to diseconomies;under the economies or diseconomies conditions,the consumers' greater or lesser loyalty to the retail channel is not conducive to the manufacturer or the retailer to participate in the dual-channel system.When the consumers' loyalty to the retail channel is within the corresponding threshold range,both the manufacturer and the retailer are willing to participate in the E-supply chain system,and as the consumers' loyalty to online direct sales channels and the product's sensitivity coefficient of unit sales price to alternative sales channels increase,the manufacturer will choose the dual-channel sales strategy.