Supply Chain Construction Of Household Appliance Industry Based On"the Internet+" And Research On Coordination Strategy

China's home appliance industry has made great progress and develop rapidly in past thirty years.Now,more and more brand enterprises occupy the home appliance market,and the competition is very fierce.The development direction of home appliance enterprises is no longer limited to the innovation of products,and the opening of new marketing channels has been gradually becoming one of the ways of competition in the household appliance industry.Since the beginning of the 21^stcentury,Big data,mobile Internet,cloud computing and other technologies have been adopted extensively.Meantime,the home appliance industry gradually concentrates on the Internet,and online direct marking channels become another path of home appliances sales.But when online direct marking channels create a miracle of home appliance sales,offline traditional retail channels suffer a huge impact,such as sales proportion keeping falling.Obviously,it is the result of channel conflict.No matter is the contention for customers source or the competition of price,in the final analysis,it is the conflict of interests.Therefore,coordinating the conflict between online direct marking channels and offline traditional retail channels is a new topic for the household electrical appliance enterprises which are involved in e-commerce.Firstly,this paper made a simple introduction of relevant basic theory,including the content of"Internet+",the structure of supply chain,online and offline marketing channel modes,the types of conflict and other related theories of home appliance industry in order to lay the theoretical foundation for the full text.Then,based on the“Internet+”,the supply chain of home appliance industry,which take online direct marking channels,offline traditional retail channels and information platform as the main body was constructed and qualitative analysis was carried out for the conflict between channels.Secondly,this paper used the method of game theory to construct the basic model without two-party revenue sharing contract for the supply chain of home appliance industry,including appliance manufacturers and retailers to cooperate with the centralized decision model and non-cooperative decentralized decision Stackelberg model,and sought the optimal solution to prove incongruity of channels by quantitative analysis.Furthermore,this paper introduced the two-party revenue sharing contract and constructed the supply chain coordination model of home appliance industry with two-party revenue sharing contract,and solved the model.Based on the results of the coordination,the proposed two-party revenue sharing contract mechanism,which makes the supply chain members of the home appliance industry willing to accept,will help the supply chain members to get the Pareto improvement.Finally,this paper introduced a real case to assign the values of model parameters,and by analyzing the influence of online network market size and revenue sharing factor on decision variables,the range of their value was determined,then the profits of supply chain members before and after coordination were calculated and compared.The empirical study shows the effectiveness and practicability of two-party revenue sharing contract.