The Research On Game Pricing Of Rural Electronic Commerce Logistics In County

With the rapid development of e-commerce in the countryside, the rural logistics has got a rapid development. However, at present, most of the National Logistics Enterprises’ distribution network covers only the county area, the township and village can not be served. Therefore, the cooperation between the National Logistics Enterprises and Local Logistics Enterprises has become a major operation mode of the current rural e-commerce logistics exploration. In the cooperative distribution mode, the pricing game between the two major logistics enterprises becomes an important issue for them to cooperate. To this end, this paper analyzes the different modes of cooperation between the two major logistics enterprises. Based on Stackelberg game, this paper set up the model of the buy back contract, and studied the pricing decision of the cooperative distribution mode under the leading of the National Logistics Enterprises. The main research work and contributions of this paper are as follows:(1) Under the analysis of the existing literature, this paper summarizes the relevant theoretical basis; through the analysis of different modes of distribution in the county, the advantages of the cooperative distribution model are described; according to the situation of the logistics market and the position of the two major enterprises in the supply chain, this paper choose the cooperative distribution mode under the leading of the National Logistics Enterprises as the main object of the research.(2) Establish a Stackelberg game pricing model based on the buyback contract for the cooperative distribution mode under the leading of the National Logistics Enterprises, which is based on the assumption that the order quantity of the actual logistics service is sensitive to the local logistics service unit price; In the case of uncertain demand, taking the expected profit maximization as the goal, using the inverse push induction method to solve equilibrium solution of the dynamic game in the cooperative logistics’ distribution in rural areas under complete information, acquire the optimal order quantity decision and the optimal pricing.(3) Model simulation using MATLAB software. Based on the setting of the initial parameters, search for the remaining parameters that meet the constraints, and the constraint relationship between the parameters is verified; Choosing a set of parameters to meet the conditions, the influence of the sensitivity coefficient on the order quantity, the price decision and the optimal profit under different control conditions was studied; In addition, the effectiveness of the game pricing model in improving the profit of the National Logistics Enterprise is verified.(4) Through the case, according to the A county’s business volume, unit price, cost and other data, using statistical methods to obtain the relevant parameters of the model, the model is applied to the actual pricing decisions, which provide a pricing reference for the development of the cooperative logistics’ distribution in rural areas.