Supply Chain Channel Mode And Innovation Decision Analysis Of Online Platforms

At present,e-commerce is developing rapidly,showing a scene of vitality.However,there are some risks and challenges at the same time of its competition: For example,changes in consumer demand require the e-commerce platform supply chain to innovate and improve product quality,delivery time,and after-sales service;The development of new technologies such as data analysis requires e-commerce platforms to use them reasonably to reduce costs and increase efficiency;the continuous expansion of the market and the increase of competitors also require e-commerce platforms to innovate suppliers to improve their competitiveness and market share Rate.It can be seen that continuous development and innovation are the only way for the supply chain of e-commerce platforms to maintain their vitality.Based on the analysis of the current situation of domestic and foreign supply chain innovation,e-commerce platforms and sales channel models,this thesis explores the relationship between the price and demand of products under the background of innovation in various channel models in the supply chain of online platforms.Innovation decision-making issues for brand suppliers and platform providers.First of all,under the online channel mode,the brand supplier is the main leader of the innovation decision-making,and the Stackelberg game model under the resale and agency channel mode before and after innovation is established,and the innovation investment of the brand supplier in the platform supply chain is analyzed.At the same time,the balanced innovation degree of products under different channels,the investment cost and the balanced profit of suppliers and platform operators,and analyze and compare the obtained balanced results.Through comparison,it is found that the degree of product innovation under the resale and agency models gradually decreases with the increase of the innovation investment coefficient;at the same time,under the two different models,the brand supplier’s profit after making an innovation decision is higher than that of Before innovation,the total profit of the supply chain presents a "smile curve" that first decreases and then increases as the investment coefficient of product innovation increases.Secondly,under the dual-channel mode of online and offline,considering the innovation decision-making of platform operators as the dominant object,a two-stage dynamic game model including suppliers,platform operators and consumers is established,and offline service levels,innovation Investment coefficient,channel price sensitivity coefficient and other variables,the equilibrium pricing of products and the equilibrium profit among members in the online network and offline traditional dual-channel supply chain of the e-commerce platform before and after the innovation of the resale model are studied.The study found that regardless of whether the platform is innovative or not,the selling price and demand of products in offline channels are higher than those in online channels,and the innovation of platform operators can increase the wholesale price and selling price of products,but at the same time it will reduce their own profits and income.The increase in the price sensitivity coefficient will bring considerable income to the total profit of each member and the supply chain.Finally,the above research results are summarized,some limitations of the research content of this thesis are pointed out,and the prospects for the future direction and development of platform supply chain innovation are pointed out.