Research On Wholesale Channel Selection Strategies For Cement Manufacturers In The B2C Context

In recent years,with the continuous development of economic level and internet technology,the B2C(Business to Consumer)model has become an important driving force for economic growth.The B2 C model,as an internet-based sales model,has a flattened management structure that reduces channel management costs,significantly reducing the related costs for venues and sales personnel;It can also diversify the sales channels of enterprises,expand their revenue,and enable them to flexibly adjust their sales strategies through online real-time data changes to avoid capacity waste.The transparency of prices,manufacturers,and other information also ensures consumer satisfaction.These reasons make B2 C one of the most popular models,and many enterprises have gained more profits through online channels.However,as one of the important infrastructure materials in China,cement’s overall sales model is still too traditional,with more channels and higher operating costs making it increasingly difficult to make profits.The B2 C model can solve these problems that are difficult to solve under traditional models.Therefore,some cement manufacturers have started to explore the development of online wholesale channels under the B2 C model,such as the e-commerce platform "Yidan Network" established by China Building Materials for the cement and other building materials industries,the e-commerce platform "Huaxin Mall" developed by Huaxin Cement Institute,and the cement cloud sales system established by Conch Cement.After upgrading the channels,the revenue and profits of these enterprises have been improved.However,due to the late development of cement e-commerce,incomplete B2 C related systems and technologies,as well as the long-term solidification mode and fixed customer group formed by cement sales,and lack of understanding of relevant channel selection mechanisms,most of these cement manufacturers’ e-commerce platforms remain at the internal level of the enterprise,with poor openness,and customers are also signed fixed customers.Therefore,the vast majority of cement manufacturers have not yet chosen online wholesale channels.So what is the mechanism for selecting wholesale channels for cement manufacturers? What channel models are available to choose from? What channel models have higher profits? The research on the above issues is of great significance for cement manufacturers to choose wholesale channels.To address these issues,this article conducts research in the order of theoretical analysis followed by empirical analysis:(1)Based on the research on the wholesale channels of cement manufacturers,the wholesale channel models of cement manufacturers under traditional mode and single and dual channel wholesale channel models of cement manufacturers under B2 C background were constructed.After introducing two new factors: consumer strength preference and cement strength,corresponding demand and return functions were established and corrected,and models under different channels were constructed.Subsequently,the Strackelberg game was used to analyze the changes in profits of manufacturers and retailers under different channel models,and to study the relevant properties and channel selection mechanisms.(2)Adjust the parameters in different channel models,simulate the actual data of cement companies,verify the previously obtained properties,and obtain specific numerical changes in cement wholesale prices,retail prices,and online and offline prices with manufacturers and retailers’ profits.Analyze the changes in cement manufacturers’ profits in different channels.(3)Conclusion: Regardless of the channel,cement manufacturers should focus on enhancing consumer strength preferences and ensuring cement strength,which is beneficial for improving the manufacturer’s ultimate revenue;When cement manufacturers have not developed online channels at all,choose the traditional cement wholesale channel,otherwise choose the other two;When consumer intensity preference is below the threshold,choosing the dual channel wholesale model of cement manufacturers under the B2 C background will result in higher returns,and vice versa,choosing the single channel wholesale model;When the cement strength is below the threshold,choosing the dual channel model of cement manufacturers under the B2 C background will result in higher returns,and vice versa,choosing the single channel wholesale model.