E-commerce Supply Chain Evolution Game Involving Opinion Leaders In The Pre-sale Mode

With the advent of the Web 3.0 era,consumers’ purchasing desire is gradually influenced by opinion leaders active on major interactive web platforms.More and more companies are aware of this and have created a new type of marketing model-opinion leader marketing,and combined opinion leader marketing with multiple marketing strategies to create more profits for the company.Pre-sale is a marketing strategy often used by companies and e-commerce platforms.Many scholars have conducted many researches on the pre-sale model.Therefore,this article starts from the pre-sale model and uses opinion leaders to participate in marketing as the starting point.E-commerce with two operation modes: platform mode and platform mode as the main players,respectively,to study the evolution process and strategic choice of the main players in the cooperative evolution game.Firstly,this paper studies the two-party evolutionary game between self-supporting e-commerce and opinion leaders.Analyze the behavioral strategies of self-supporting e-commerce and opinion leaders by constructing an evolutionary game model.Use replication dynamic analysis and evolutionary stability analysis,draw conclusions: The probability that the self-supporting e-commerce company chooses a pre-sale strategy is inversely proportional to the price discount coefficient for pre-sale activities and the traffic rank coefficient of the opinion leader,and is directly proportional to the cost of inventory costs saved by participating in the pre-sale.The higher pre-sale price discount coefficient of self-supporting e-commerce is,the higher discount cost of pre-sale activities will be,and the higher flow level coefficient of opinion leader is,and the more incentive costs and commissions the company pays,which will reduce the company’s revenue and prompt the company to give up the pre-sale strategy.The probability that the opinion leader chooses to promote is related to the loss of the opinion leader’s traffic grade coefficient and the uncertainty of the pre-sale product,which is directly proportional to the traffic grade coefficient and inversely proportional to the risk of loss.Opinion leaders with high traffic grade coefficients gain more in marketing activities,have a stronger ability to take risks,and are more likely to participate in marketing activities under the pre-sale model.Secondly,consider the three-party evolutionary game between platform e-commerce,companies,and opinion leaders under the pre-sale model,construct a three-party evolutionary game model,analyze the behavioral strategies of various agents,and discuss the possible equilibrium points of the replication dynamic equations and their gradual stability condition at the equilibrium point.Draw the following conclusions: If the company can reasonably arrange procurement and production through pre-sale activities,it can save operating costs,reduce inventory costs caused by uncertain demand,and make the saved cost greater than the price reduction brought by participation in pre-sale Promotion costs and subsidy platforms to incentivize the cost of opinion leaders,choosing a pre-sale strategy is beneficial to the company.Platform e-commerce providers should carefully identify opinion leaders,choose "niche" opinion leaders that match the brand’s characteristics,and obtain greater promotion benefits at a lower cost.In addition,in the short term,if want the opinion leaders to participate in the process of corporate marketing and promotion,the incentive role of platform e-commerce is very important.Only when the platform encourages a certain intensity can the initiative of the opinion leaders be promoted.This article uses the evolutionary game method to study the opinion leader marketing under the pre-sale model,supplements the vacancy of the opinion leader marketing research under the pre-sale model,lays the foundation for the research on the cooperation model to be reached based on the participation of opinion leaders in the e-commerce supply chain,and provides theoretical basis and relevant suggestions for strategic choices for enterprises and opinion leaders with relevant characteristics.The paper has 25 drawings,16 tables and 73 references.