Decision-making Analysis Of Sales Mode Of Supply Chain Members Under Different Return Freight Insurance Policies Based On Live Broadcast

With the development of Internet and 5G information technologies,the e-commerce industry and short video platform have developed rapidly.The short video platform has spawned many network celebrities with network influence.With the help of their own influence and the support of e-commerce platform,these celebrities cooperate with businesses,which gradually forms live broadcast e-commerce.In this context,some businesses cooperate with online anchors to expand the consumer market and increase commodity popularity;some businesses build their own team and carry out live broadcast sales.Live selling can make consumers more intuitively understand the real situation of goods and increase the stickiness between consumers and anchors,and further improves commodity sales.However,the increase in sales of goods inevitably lead to the problem of return.In order to reassure consumers,return policies have been put forward,such as refund guarantee policy and return freight insurance.The return policy makes brands profit to a certain extent,and thus it has an impact on merchants’ profits.Based on the secondary supply chain dominated by the brand and followed by the e-commerce platform,this paper explores the decisions of supply chain members from e-commerce platform sales mode to live broadcast strategy to pricing under different return freight insurance policies,and further analyzes the impact of return freight insurance policies.The research contents can be divided into three parts:Firstly,the supply chain members’ sales strategy without return freight insurance is studied.The game order is that the brand first makes decision on the sales mode of the e-commerce platform,and then the commodity owner under different modes make decision on whether to open live broadcast and choose the self-broadcast or cooperate with anchor.Combined the e-commerce platform sales modes with live broadcast sales strategies,this paper forms different sales strategy combinations and establishes mathematical models.And the equilibrium solutions are solved by the reverse induction method.Then,the profits of commodity owner under reselling and self-selling modes are compared respectively to analyze the live broadcast sales decisions.Finally,on the basis of the live broadcast sales strategy,the optimal profits of the brand under the reselling and self-selling are compared to analyze how the brand choose reselling or self-selling.Secondly,it studies the sales strategy of supply chain members when providing return freight insurance.Given the impact of return freight insurance,this paper also builds different sales strategy combinations and corresponding mathematical models,and analyzes the equilibrium solutions.Then,this paper compares the profits of the commodity owner under the reselling and self-selling to analyze the live broadcast sales strategy.Finally,based on the live broadcast sales strategy,this paper compares the optimal profits of the brand under the mode of reselling and self-selling,and analyzes the platform sales mode choice of the brand.Finally,the impact of return freight insurance policy on decisions of supply chain members is studied.Based on the previous analysis,by comparing the equilibrium solutions under same sales strategy combinations and different return freight insurance policies,the impact of return freight insurance policy on consumer demand,pricing and profit is analyzed.The research results not only provide references for new brands to choose the e-commerce platform sales mode,but also provide references for e-commerce platforms and brands on the platform to choose the live broadcast sales strategy.In addition,it also provides some reference value for e-commerce platforms and brands to choose the return freight insurance policy.