The Manufacturer's Choice Of Sales Channels In E-commerce Environment

With the rapid development of e-commerce, manufacturers pay more and more attention to B2C. Whether manufacturing enterprises should set up an electronic direct marketing, and how to deal with conflict of interest between manufacturers and retailer has become a hot topic of current research. Based on supply chain system consisting of a single manufacturer and a single retailer, the thesis constructs such decision-making models as channel services cooperate or uncooperate which manufacturers choose to participate in electronic direct marketing, and notparticipating in electronic direct marketing under the competition game of Stackelberg. By comparing the changes of retail prices and market demand under different strategies, analyzing the proportion of electronic direct marketing changes to the total market demand changes, the optimal strategy on whether participating in electronic direct marketing channels can be achieved. When the proportion of electronic direct marketing demand to the total market demand is lower than a certain point, the manufacturer's optimal policy is not to participate in electronic direct marketing; When the proportion of electronic direct marketing demand to the total market demand is higher than a certain point, the optimal strategy for manufacturers is to participate in electronic direct marketing services cooperation since there is a certain percentage of profit allocation for electronic direct marketing. Meanwhile, the price elasticity won't have great impact on manufacturers decision-making, but will affect profits allocation range size of electronic direct marketing.