Study On Seasonal Demand-oriented Live E-commerce Supply Chain Ordering Strategy And Optimization

With the rapid development of short video business,the live-streaming with goods model has also attracted the attention of the community,which is mainly operated by suppliers and with the live-streaming team,constituting a live-streaming e-commerce supply chain model with the live-streaming team as the core.Suppliers are responsible for the supply of products,and the live team is mainly responsible for terminal sales and customer maintenance(collectively referred to as sales efforts in this paper).Practice shows that there are two kinds of demand uncertainty in live e-commerce,peak season and low season,thus leading to the problem of live e-commerce supply chain ordering.Seasonal demand for live e-commerce live e-commerce supply chain ordering strategy optimization for live e-commerce has become one of the main decision problems for live e-commerce supply chain development.For the secondary supply chain composed of agricultural products suppliers and live streaming teams,the basic ordering strategies of live streaming teams and agricultural products suppliers are studied according to the two scenarios of off-season and peak season faced by live streaming demand,followed by optimal coordination with cost-sharing and fixed subsidy contracts.The paper first analyzes the connotation and structure of the live-streaming ecommerce supply chain and its operation mechanism.Secondly,the ordering decision models of the live e-commerce supply chain are constructed for the low sales season and high sales season respectively,and their decision variables are solved to analyze the influence of the sales effort level on the ordering quantity.Again,two optimization schemes,cost sharing and fixed subsidy,are proposed for the two scenarios of low season and high season respectively,and the coordination models of ordering decision of live e-commerce supply chain are constructed for low season and high season respectively,and the results are solved to verify the improvement effect of the contract.Finally,a case study is conducted with enterprise P.The optimization model in the previous paper is applied to optimize the ordering strategy of enterprise P,and the optimization results and suggestions are given.It is found that the reduction of wholesale price can improve the sales effort level,and the sales effort level can improve the order quantity of agricultural products;the adoption of cost-sharing ordering method to improve the sales effort level of the live team in the low season can further improve the order quantity of agricultural products,and then optimize the overall revenue of the supply chain;the adoption of fixed subsidy ordering method in the high season can reduce the wholesale price of agricultural products suppliers,and improve the sales effort level and order quantity,so that the total revenue of the agricultural products live ecommerce supply chain can achieve the effect of centralized decision-making,that is,to achieve a win-win situation of the agricultural products live e-commerce supply chain.