Study On The Marketing Channel Choice Based On Supply Chain Members’ Behavior Under E-Commerce Environment

With the rapid development of network technology and the growing popularity of the e-commerce, the marketing channel becomes more diversified, and the market competition and the behavior of members of the supply chain are more complex and changeable. Thus, from the angle of introducing the market competition environment and considering several types of behavioral tendency of retailers and consumers, this paper makes a deep survey of the way manufactures choose the marketing channel. In addition, the survey is based on taking into consideration the interrelation among marketing channel mode, market competition type and supply chain members’ behavioral tendency。The present study makes the research problems closer to reality status, and provides theoretical support for enhancing the scientific and rational level of enterprise operation management and supply chain management. The conclusion of the study provides theoretical reference for the decision-making of supply chain optimization.The main research work and its results include the following aspects:To make up the limitation of the existing research, this paper illustrated the interaction relationship among the mode of marketing channel, the type of market competition environment and the behavioral tendency of supply chain members.Based on supply members’completely rational assumption, the paper explored the combination of channel strategies in the market and the types of market competition. Via building evolutionary game model and carrying out simulation experiment, the research found that under the strategy of centralizing and decentralizing the supply chain, the results of manufacturers’channel selection will be influenced by the degree of brand and channel competition and the input of advertisement.Introducing retailers’fairness concerning behavior and employing such methods as building function models, deriving equation, doing simulation experiment, making comparable analysis, the study found that under wholesale price and revenue sharing contract, retailers’fairness concerning behaviorhas an effect on manufacturers’ income gained through different channel strategies. Simultaneously, that behavior leads to the result that the degree of brand competition has an influence on manufacturers’channel selection. Introducing retailers’free-riding behavior and using such methods as building function models, deriving equation, doing simulation experiment, making comparable analysis, the research found that retailers’free-riding behavior has an effect on manufacturers’ income level under different channel modes. When adopting wholesale price contract, manufacturers will select hybrid channel strategies. While adopting transfer payment contract, manufacturers’ channel selection are related to the degree of retailers’ hitchhiking behavior and the design of contract.Via introducing consumers’ procurement service behavior and building function model and making comparable analysis, the study found that under the strategy of supply chain centralization and revenue sharing contract, the market segmentation of consumers’ procurement service is related to manufacturers’ channel selection. When the degree of market segmentation is above a definite figure, manufacturers will choose traditional retailer channel strategies in the target market of the procurement service. However, when the degree of market segmentation is below a definite figure, manufacturers will select hybrid channel strategies.We made a comparative analysis of the processes in which manufacturers choose the marketing channels when retailers and consumers adopt or not adopt certain behavioral tendency. Differences were found in such aspects as the competition environments that various channel modes correspond to, the influence that competition environments have on the behavior of supply chain members, and the effect that the members’behavior has on the channel strategy. What’s more, the hybrid channel is not always an optimal channel strategy.