The Study Of Two Stage Supply Chain Coordination Mechanism With E-Commerce

With the rapid development of network information technology and the change of logistics technology and consumer behavior, online retail development faster and faster, especially B2 C and C2 B because of its huge user group and rich product types is becoming the two modes of electronic commerce in the most dynamic, thus it can be said, B2 C and C2 B electronic commerce mode will become the main direction for future development of network retail. In addition, with the development of network marketing, change the original single form of product life cycle, the emergence of a large number of the use of two stage sales mode in the life cycle of products, such as some products adopt C2B-B2 C mode for product promotion, can be combined with C2 B mode and B2 C mode into shrinkage advantage short period of rapid transition to the growth period advantage, thus become a new e-commerce model. Therefore, from the perspective of the emerging electronic commerce pattern from the point of view, research on Coordination Strategy under the electronic commerce environment the two stages of the supply chain is significant for promoting the development of the two stage of e-commerce supply chain. Based on the above conditions, this paper uses game theory, operational research, inventory theory and other related theories and methods of supply chain two stage of e-commerce in different modes of(B2C-C2 B, C2B-C2 B, C2B-B2C), analyzes the supplier and retailer’s sales strategy and how manufacturers design contract to coordinate the supply chain under different return policy.This paper mainly studies the following three aspects:1. B2C-C2 B two stage of e-commerce supply chain coordinationThis part develops a supply chain model with the two-stage of B2 C and C2 B in life cycle under demand forecast with information updating based on Bayesian and the result shows that the single contract cannot coordinate the supply chain. The coordination mechanism of supply chain with price discount contract of supplier and commitment order of retailer are designed on the basics, and it proves that two-stage supply chain coordination mechanism can realize the Pareto improvement. A numerical example shows the effectiveness of the two-stage contract coordination mechanism, and the supply chain contract parameters to achieve perfect coordination are not always in the Pareto collection; and the Nash equilibrium between retailer and supplier is achieved through negotiation because of the different optimal contract parameters.2. Manufacturer’s Buy-back Policy in C2B-C2 B Two-stage E-commerce Supply Chain With the Customer Return PolicyThis part develops a kind of e-commerce supply chain model that adopts two-stage sales model of B2 C and C2 B in the lifecycle. This study analysis that reaction of customers after they knew returns compensation in the first stage and that the effect of the first-stage reaction on optimal order quantity and optimal profit in the second stage, and it can be found that in the e-commerce supply chain, retailers’ optimal return price are different in different stages. Through the analysis, retailers’ optional return price can be changed by supplier repurchases and remanufacturing to achieve the coordination. On this basis, different types of supplier repurchases contracts were analyzed, and the results show that two-stage supply chain can be effectively coordinated by differentiating the repurchases contracts. In addition, if the products are non-perishable and remanufactured goods can be accepted by customers, differentiating the repurchases contracts in supplier remanufacturing can increase supply chain’s overall profit more effectively.3. Manufacturer’s Buy-back Policy in C2B-B2 C Two-stage E-commerce Supply Chain With the Customer Return PolicyBased on the bounded rational return policy of consumers, this paper investigated the consumer return phenomenon exists in the two-stage e-commerce supply chain sales, and consumers’ reference-dependent behavior and the loss aversion theory were considered in the return model. The study discussed the online retailers’ return compensation strategy when consumer’s return reference point is different from retailer’s return compensation price and return strategy’s coordination and optimization between the two sales was further discussed. The result reveals that the supply chain’s profits of the first two sales can achieve coordination if the differentiated repurchase pricing strategy is adopted by the manufacturer. At last, numerical examples was employed to examine the model’s correctness.