Research On Platform Supply Chain Decision Making Considering Manufacturer Encroachment

The emergence of online shopping methods enables consumers to enjoy the low cost and high efficiency convenience brought by e-commerce,allowing them to purchase desired products without leaving their homes.However,unlike offline shopping,online shoppers can only rely on the product information provided by sellers to estimate the value of the products.They are unable to make direct observations or experience the products,resulting in significant valuation uncertainty.This uncertainty reduces consumers’ desire to shop online.To address this issue,most e-commerce platforms,such as Amazon,Taobao,and JD.com,have opened up platforms for consumer reviews and discussions,where consumers can share information about product quality,appearance,and experiences.This helps reduce the uncertainty in product valuation and promotes consumer purchasing decisions.By sharing their experiences with products they have purchased,consumers provide relatively objective product information to potential future buyers.This helps consumers judge whether a product meets their expectations and decide whether to make a purchase.It alleviates the problem of the intangibility of online shopping to some extent and effectively enhances consumers’ desire to shop online.As the most widely used marketing method in the field of e-commerce,presales not only increase the exposure and popularity of products for sellers but also allow them to generate revenue in advance.For buyers,presales provide an opportunity to showcase the value of new products and enhance the consumer experience.In a market with increasing competition,manufacturers cannot achieve greater,stronger,and better development solely through distributing products.They need to actively expand the market and build independent brands to improve their competitiveness,thereby establishing a strong presence in the development of the platform economy.Considering the aforementioned realities,this article focuses on researching the platform supply chain composed of manufacturers and e-commerce platforms.The article first clarifies the research background and significance of presales,manufacturer intrusion,and online reviews,based on practical perspectives.It then reviews and summarizes domestic and international research results,analyzes the shortcomings of existing literature,and uses them as the starting point of this article.The overall research approach of this article is as follows: it considers the impact of platform market information sharing strategies on supply chain decisions,as well as the changes in supply chain members’ profits and decisions under different manufacturer intrusion strategies in the presale environment.Finally,it considers the impact of manufacturer intrusion on the supply chain in the presence of online reviews.The research findings are as follows: 1)Manufacturer intrusion does not always increase their own profits,and the profits of e-commerce platforms may not necessarily decrease.Different intrusion strategies may lead to price differences between channels.2)The optimal intrusion strategy for manufacturers varies under different conditions.When online reviews fail to effectively reflect the value of negative or positive information,the profits of e-commerce platforms under manufacturer intrusion are lower than those without intrusion.On the contrary,if online reviews can convey valuable product information to potential consumers,e-commerce platforms will achieve higher profits without manufacturer intrusion.3)Under specific conditions,manufacturers and e-commerce platforms can achieve a win-win situation.