| With the rapid development of e-commerce and platform economy,the agent sales mode and distribution sales mode of major e-commerce platforms are gradually rising.With the development of e-commerce platforms to hybrid,the relationship between platforms and suppliers is becoming more and more complex.There is not only the horizontal competition relationship between distribution channels and agency channels,but also the vertical cooperation relationship of platform supply chain,a new type of supply chain organization.The diversification of this role and relationship increases the difficulty of commercial operation of platforms and enterprises.On the one hand,in order to alleviate the losses caused by multi-channel competition,e-commerce platforms began to attract consumers through various online promotion activities to expand market share.In the just past "double 11" activity in 2021,the turnover of tmall and JD reached 540.3 billion yuan and 349.1 billion yuan respectively.However,behind the booming data of promotional activities,the market has become calm and restrained.In 2021,the growth rate of commodity trading volume of Alibaba and JD declined compared with last year.In addition,Netease,an e-commerce platform,announced its withdrawal from the "double 11".Therefore,in the face of more and more consumption channels and a more and more calm consumer market,how to reasonably formulate promotion strategies and find new incremental opportunities in the stock space has become an urgent practical problem for e-commerce platforms.When studying the structure of multi-channel supply chain,this paper runs through the game theory and optimization theory,the influence of channel competition level and platform rate on the decision-making of supply chain members is also considered.Firstly,taking the platform as the leader,according to the differences of channel structure and promotion strategy,it is divided into five cases: platform non promotion under single channel structure(NR mode),platform promotion under single channel structure(RR mode),platform non promotion under dual channel structure(NN mode),platform self operated channel promotion under dual channel structure(TN mode)and two channel promotion under dual channel structure(MR mode).The optimal pricing and promotion levels under five modes are obtained by using game theory.On this basis,this paper analyzes the optimal channel structure strategy of e-commerce platform,and discusses the impact of channel selection of ecommerce platform on manufacturers and supply chain.The results show that when the platform adopts the promotion strategy,the benefits of the manufacturer and the platform will increase significantly;When the platform rate and channel competition are at a low level,the platform tends to promote only in the self operated mode of the platform;When the platform rate and channel competition rise,the platform tends to adopt the double promotion mode,which can effectively improve the performance of the whole supply chain;Regardless of the platform rate,the platform dual channel promotion strategy is more favorable to manufacturers.The optimal dual channel supply chain structure of the platform also optimizes the profits of manufacturers and the whole supply chain system.Compared with the single channel structure,it realizes Pareto improvement.Some enterprises show different attitudes towards whether to distribute products through multiple sales modes of platforms.Under the situation of booming e-commerce and more and more convenient online shopping for consumers,facing the multi-channel online sales mode,how enterprises should determine the optimal channel structure,which can not only expand market share,but also alleviate the potential conflict caused by the increase of channels,has become the core problem that manufacturers need to solve.And under the influence of multichannel competition,the pricing strategy of supply chain members has become more complex.Whether the manufacturer can coordinate the conflict between its online and offline channels through reasonable pricing strategy,and how the channel structure and platform promotion strategy affect the manufacturer’s choice of pricing strategy is also one of the issues that need to be paid attention to in the context of multi-channel competition.Therefore,this paper considers the impact of the platform promotion mode on the manufacturer’s online and offline channel pricing strategy(consistent pricing or differentiated pricing),studies the manufacturer’s optimal channel strategy and the formulation of optimal pricing strategy in the multi-channel supply chain structure,and further constructs two kinds of supply chain structures dominated by the manufacturer,including whether the manufacturer opens a thirdparty store,which is divided into dual channel non promotion mode(NP mode)Dual channel only self operated channel promotion mode(NR mode),multi-channel non promotion mode(NN mode),multi-channel only self operated channel promotion(TN mode),multi-channel self operated channel and third-party channel both promotion(MR mode),so there are five different supply chain promotion models.Through the comparative analysis of optimization theory simulation,it is concluded that when the platform chooses non promotion mode and dual channel promotion mode,manufacturers tend to choose differentiated pricing strategy;When the platform chooses the single channel promotion mode,manufacturers tend to choose the consistent pricing strategy.At the same time,different promotion modes of the platform will also have an impact on the manufacturer’s wholesale price.In the platform dual promotion mode,the manufacturer’s wholesale price will increase with the increase of commission rate;In other modes,the wholesale price will decrease with the increase of the platform rate.When the channel competition of manufacturers is low,the multi-channel supply chain structure can effectively improve the profits of manufacturers.When the channel competition is fierce,the introduction of third-party online channels is not considered.Moreover,compared with the dual channel supply chain structure,it is found that the multichannel supply chain structure can effectively alleviate the channel conflict caused by promotion. |
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