Research On Information Sharing Issues Under Hybrid Sales Model Of E-commerce Platform

With the development of e-commerce and the strong attraction of e-commerce platforms to consumers,there are hybrid platform retailers coexisting in e-commerce platforms.In addition,with the continuous progress of information technology,information sharing has become the basis for realizing supply chain coordination,and has attracted wide attention from the industry.Based on this situation,this paper takes a supply chain composed of a supplier and a hybrid platform retailer as the research object,and respectively discusses the influence of four different information sharing strategies on optimal pricing and optimal information sharing strategies in stackelberg game and nash game.Firstly,we consider the demand forecast information sharing of the hybrid platform retailer under the stackelberg game.We examine four information sharing pricing decision models: no sharing forecast,sharing forecast information from agency channel,sharing forecast information from reselling channel,sharing two channels forecast information.The results show that the supplier always prefers the hybrid platform retailer to share two channels forecast information.For the hybrid platform retailer,when the competition of two channels is small or the competition of two channels is fierce and the market share of agency channel is small or large,she prefers to share a single-channel forecast information with the supplier;when the competition of two channels and the market share of agency channel are large,she will voluntarily share the forecast information of the two channels.For the whole supply chain,when the competition of two channels and the market share of agency channel are small,sharing the single-channel forecast information can improve the supply chain performance;otherwise,the hybrid platform retailer sharing two channels forecast information is the most beneficial to the supply chain.Secondly,we consider the information sharing problem under the nash game.Our research shows that the supplier always benefits most from the hybrid platform retailer sharing two channels forecast information.For the hybrid platform retailer,when the competition of two channels and the market share of agency channel are small,she prefers to share the single-channel forecast information;with the competition of two channels and the market share of agency channel gradually increase,she prefers to share two channels forecast information.For the whole supply chain,when the competition of two channels,the market share of agency channel,and the commission rate are small,sharing the single-channel forecast information will benefit the supply chain;otherwise,sharing two channels forecast information supply chain will benefit the most.Finally,we contrasted and analyzed the effect of different information sharing strategies on optimal pricing and optimal information sharing strategy in the two games.The results show that when the market demand forecast value is greater than the mean of market demand,information sharing strategies under different games all have positive effects on the optimal price.The optimal information sharing strategies for the hybrid platform retailer and the whole supply chain are affected by the parameter value conditions.