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Research On The Competition Decision Model Of B2C E-Commerce Platform

Posted on:2018-01-21Degree:MasterType:Thesis
Country:ChinaCandidate:C ChenFull Text:PDF
GTID:2359330536468959Subject:Management Science and Engineering
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With the development of Internet technology in China,e-commerce industry development prospects are enormous,shopping online are becoming a part of our daily life,Tmall made a miracle by selling 120.7 billion yuan in "double 11" of 2016 th.The main difference between online and traditional retail is logistics,in addition to commodity prices,time cost should also be considered when considering consumers' shopping costs,so shorten logistics time became the top priority of all e-commerce company at present.Tmall and Jingdong as two of the most typical B2 C e-commerce model in our country,they have their own competitive advantage,Tmall have a variety of goods,but the rate of quality of products cannot be controlled well,they also use third party logistics which is worse than self-operate logistics.Jingdong is given priority to proprietary products,they pay attention to the quality control,and Jingdong has its own logistics distribution system,consumers are more relieved when buying on it,but it's more expensive.So in this paper,we starting from the differences of the e-commerce industrial chain,research on how can two e-commerce platform maximize its own profit when they are competing.Considering the decision-making system of Tmall are difference from Jingdong.In Tmall system,the platform,seller and logistics company all need to make a decision and in different order,but Jingdong decide the commodity prices as well as the logistics time by themselves.Therefore when considering consumer utility,this paper considers the two aspects of commodity: prices and time costs,which determine the demand function of two platforms.We maximize the profit function as objective function,and establish a model to compare the two competitive equilibrium,on commodity prices,logistics time,and the difference between demand,profits,and many other variables.Research has shown that Jingdong's optimal selling price is higher than the Tmall platform,and Jingdong's optimal logistics time was shorter than the third party logistics.When does not consider Jingdong's logistics self-building costs,Jingdong's profit is higher than Tmall,and with the better service Tmall provide,the more fierce competition,and the greater the demand of both sides.On this basis,considering that Jingdong are not pure direct-selling platform,who are transforming to the agency platform now.So we established the mode of two agency platform competition.Through the comparative analysis of Jingdong's change in severalaspects before and after the transformation,such as platform's demands and profits,the logistic times and consumer surplus and many other factors.Finally we can draw the following conclusion: the transformation of Jingdong make the competition system cannot achieve optimal at the same time.Under the assumption that logistics company can't decision the optimal price of logistics to achieve the maximization profit,the transformation of Jingdong mall decresed its own demands,but profit increased.At the same time,the third party logistics company profits will be increased,and with the improvement of B platform's service level,the logistics company's profits increasing monotonously,so they can cooperate with platform B to maximum their profit.Finally,the consumer surplus of the whole society would be reduced with the transform of Jingdong.
Keywords/Search Tags:Direct-reselling Platform, Agency platform, Logistics time, Competition supply chain
PDF Full Text Request
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