Research On Supply Chain Decision Of Douyin Social E-commerce Considering Effort Factor

As the network environment becomes more complex,the composition and demand of consumers become more high-quality and diversified.In order to attract more consumers,social e-commerce enterprises such as Douyin gradually integrate social and consumption channels based on their own traffic accumulation to build a new social e-commerce ecosystem.Douyin has expanded the sales channels of merchants and enriched consumers’ purchasing methods and sense of experience with its unique business formats such as live streaming and celebrity bringing goods.At present,the competition in the social e-commerce market is fierce,and consumers have further increased demands on the content and e-commerce functions of the platform.If Douyin and its merchants want to compete for consumers in the limited market,expand market share,and improve the low consumer recognition and ecological order of social ecommerce,they need to make efforts.For example,the platform should invest in the construction of e-commerce functions and ecological governance.For businesses,they should develop live streaming business to improve content richness,and expand publicity with the help of celebrity talent’s planting and spreading power.As economic subjects,Douyin and its merchants need to seriously consider how much effort they should put into expanding the market scale and ensuring profits.And how does effort affect the decisions and returns of oneself and other members of the supply chain?Therefore,in combination with the characteristics of the supply chain of merchants-Douyin platform-consumers,this paper studies the supply chain of Douyin social ecommerce considering the effort factor.To provide practical and feasible solutions for the improvement of benefits of Douyin and all major merchants,and further promote the development of social e-commerce supply chain of Douyin.Firstly,this paper takes the two-stage Douyin e-commerce supply chain composed of merchants and platforms as the research object,and constructs and solves the Stackelberg game model of supply chain under three conditions: no effort,only platform unilateral input effort,and both merchants and platforms input effort.Compare and analyze the optimal sales volume,the optimal pricing,the optimal efforts of the platform and merchants,and the optimal profits of the supply chain members and the whole under the three situations.It is found that the optimal pricing and sales volume of goods are positively correlated with the efforts invested by the platform and merchants respectively.The profit of two parties increases first and then decreases with their own efforts,and the total profit of the supply chain increases first and then decreases with the efforts of both parties.Secondly,according to the operation data of Douyin enterprise,the model is analyzed with examples to verify the practicability and authenticity of the model.It is found that when Douyin platform makes unilateral efforts,commodity sales,pricing,total profits of merchants and supply chain all increase,while platform profits slightly decrease.When both the merchants and the platform put in efforts,all the results increased significantly.It can be seen that the effort factor can optimize the current problems faced by Douyin.On this basis,this paper further analyzes the influence law of service charge ratio and effort cost coefficient on various optimal decisions,and finds that Douyin platform should not blindly make a high proportion of service fees,and only the increase of service fees within the appropriate range can positively affect each optimal decision.In terms of the sensitivity of effort cost coefficient,compared with merchants,the platform is more sensitive to the effort cost coefficient of the two parties.Therefore,Douyin platform should pay more attention to the cost management of itself and merchants.Finally,this paper puts forward meaningful suggestions for the e-commerce platform of Douyin: the platform should choose "joint efforts strategy",provide highquality services and experience,and pay attention to fine operation and business operation.This paper quantifies the influence of effort factors,provides management suggestions on how to obtain high returns by investing efforts,build e-commerce ecology with merchants and improve consumer recognition in the future,and provides reference for the upstream and downstream cooperation of social e-commerce supply chain considering all parties’ effort factors.