The Value Of Demand Information Sharing For Dual-channel Cooperation Mode In E-commerce

With the rapid development of the information and network technologies,the position and function of electronic commerce are increasingly important in the commercial activity,which is a new challenge or opportunity to the traditional manufacturing companies and retailers.Today,the majority of manufacturers are based on the original traditional retail channels,using third-party network platform or official website directly selling products to consumers,had formed a new sales model,called dual channel mode.In terms of this new sales model,manufacturers have developed e-commerce market,and access to new customers.It also bring in the new problems and concerns on the bad side.Which means traditional retailers will suffer the impact of e-commerce distribution,whose sales activities are severely affected,resulting in competition and conflict phenomenon in the supply chain.Based on the dual channel supply chain including the traditional manufacturer as the research object,analysis the supply chain operation mode and process,discuss the causes and current situation of the competition issues in the double channels supply chain,and put forward the corresponding coordination means and methods.By the way,the information sharing,in recent years,is gaining increasingly attention on business activities and management,promoting the mutual cooperation between the members of the organization,performing the rational utilization and integration of information resources,and improving the performance of a supply chain management.Therefore,from the perspective of demand information sharing,the purpose of this article is that eliminates the double channel conflict and competition of the supply chain,realizes the coordination and cooperation between supply chain members,so as to realizes the improvement of the overall efficiency of dual channels supply chain.This article assumes that the manufacturer on the basis of traditional retail channel build the electronic direct channel,and then respectively consider four kinds of situations:dual channels do not share information,only the longitudinal sharing of channel demand information,only the horizontal sharing of demand information,longitudinal and horizontal sharing of channel demand information,applying the game theory method and the theory of supply chain management coordination mechanism,to analyze the activities of the manufacturer and the retailer.Compared with the previous research,this paper specially consider the direction of information flow in supply chain.The dual channels information sharing activities could be divided into vertical and horizontal information sharing activity,which matches up to the actual requirements of dual channel supply chain organization structure.And channel demand information directly related to consumers as shared information in the study,more directly reflect the market changes and consumer trends in two channels.The conclusion shows that compared with without information sharing,only for one-way information sharing between supply chain members does not promote income growth;both longitudinal and horizontal information sharing is the ideal way of the double channels information sharing.And presenting two kinds of incentive mechanism to contribute the longitudinal and horizontal information sharing,maintain the retailers'profits,motivate the members' information sharing motivation in the supply chain,and achieve the ultimate goal--the stable long-term development of the supply chain.