Research On Decision-making Of Supply Chain Sales Cooperation Model Of E-commerce Platform

Recently,traditional online platform retailers started to serve as online marketplaces by providing a platform to directly connect suppliers with buyers.Therefore,there are different sales cooperation modes between online platform retailer and suppliers: reseller mode,hybrid mode and platform mode.We develop Stackelberg model to investigate its mode choice decision,where two suppliers produce two differentiated products,this thesis discusses the selection of sales cooperation mode between e-commerce platforms and suppliers under the dual competition situation of product quality and price.Further in-depth analysis,when the e-commerce platform has the behavior of acquiring information and sharing it with suppliers,explores the transformation of the sales cooperation mode between suppliers producing quality different products and e-commerce platform before and after the behavior of acquiring information.The main conclusions of this study are as follows.What we found in the first model: The first,When the price competition intensity is moderate and the commission ratio is large,the hybrid mode Ⅰ is the optimal choice for e-commerce platforms;When the price competition intensity is low and the commission proportion is moderate or large,it is the optimal decision for e-commerce platform to choose platform mode.The second,Profits of suppliers and e-commerce platforms increase first and then decrease with the change of quality and price competition intensity,suppliers should consider the quality and intensity of price competition best,determined to improve the quality of products in order to get more market does not always bring profits rise,when beyond a certain limit,the profit will decline.The third,no matter how the product quality and price competition intensity change,under different modes,the quality decision of competitive products in pure wholesale mode and pure platform mode is always the same,while in the hybrid modeⅠ,the quality difference between competitive products provided by suppliers is the largest.The second model shows that after the e-commerce platform obtains the information of consumers’ preferences,it has a more accurate cognition of consumers.In the wholesale mode,the profit of high-quality product suppliers and e-commerce platform has better profits after obtaining information under certain conditions,while the profit of low-quality product suppliers is always optimal when obtaining information.It shows that when e-commerce platforms produce information acquisition behaviors,high-quality products have more competitive advantages,the optimal sales mode of e-commerce platforms and suppliers before and after information acquisition depends on product quality differentiation and commission ratio.The second,in the online marketplace mode,the e-commerce platform has to pay the cost but no product price decision rights,it is not favorable for e-commerce platform,intuitive,the e-commerce platform may have information acquisition behavior,when the difference of high and low product quality meets certain conditions,the e-commerce platform will make strategic decisions to obtain consumers’ information preferences,and in the same mode,the cost of information acquisition and the degree of quality differentiation jointly affect the information acquisition behavior of e-commerce platform.