Optimal Ordering Quantity Strategies Of Supply Chain In E-Business Market

For any new business model, its vitality depends on whether it could solve the problems enterprise is facing. With e-commerce developing it has brought a new business model, e- commerce market, which has attracted more and more attention from industry and academia. The e-commerce market brings supply chain new options for both ordering strategy and coordination strategy, as e-commerce market provides a spot market for supply chain. From the perspective of supply chain management, the optimal ordering strategy and coordination strategy of supply chain in e-commerce market environment is analyzed.In this thesis, the structure model of supply chain in e-commerce market has been established first. On the basis of these models, the retailer with risk aversion would maximize his utility not only revenue, and his optimal ordering strategy is discussed. Then the different profit functions of supply chain in e-commerce market are built and the coordination strategy is also studied, and further more the ordering strategy and coordination strategy of unequal supply chain in e-commerce market are discussed. Actually, the e-commerce market for the practical significance of the supply chain is revealed. It will help to understand the benefit of e-commerce.The innovation in this thesis includes mainly:1. E-commerce market has changed the traditional supply chain pattern. Four different supply chain structures are presented to interpret the new supply chain structure.2. On basis of newsboy model, the inventory policy of risk-averse retailer in e-supply chain is discussed with mean-variance method.3. The coordination strategy with return policy for supply chain is extended to the e-supply chain.