Research On Coordination Strategy Of Two-level Supply Chain Price Discount Based On E-commerce Platform

With the continuous development of the Internet,traditional sales channels are constantly saturating,and companies are striving to develop e-commerce marketing.The market competition situation is constantly increasing.Price discounts use price advantage as a sales strategy that not only attracts customers,increases platform traffic,but also stimulates consumers to increase purchases and sales growth.Price discounts are favored by merchants as an effective competitive strategy.At present,domestic and international research on merchant price discounts on e-commerce platforms mainly focuses on how buyers or consumers respond to price discounts given by suppliers to maximize their revenue.This article investigates the decision-making behavior of suppliers on price discounts and price discounts in a competitive environment.Specifically for the supplier price discount game under the e-commerce platform environment,the research was conducted from the following two aspects: the determination of demand and the random demand.The content is as follows:First,it reviews the research at home and abroad,and summarizes the e-commerce platform and supply chain discount series.It also analyzes related theories such as e-commerce,price discount,economic order quantity,and game theory.The analysis of price discounts and related game theories including the relevant Cournot model and Stackelberg game model.Second,based on different types of market demand,a model analysis was conducted to analyze the two aspects of e-commerce platform operation and stochastic demand e-commerce platform operation under deterministic demand: the research under deterministic demand was extended from two suppliers to the game.A game analysis based on N suppliers was conducted;research under random demand was conducted on two suppliers' balanced supply strategies and optimal price discount strategies.Finally,a comprehensive analysis of the operation of the cross-border e-commerce platform of Y e-commerce companies,including the basic conditions of Y companies,the main business,the company's organizational structure,and the current basic issues,etc.;based on the Y company's cross-border e-commerce platform,the specific price discount And bulk orders were researched and tested to discuss the impact of supplier discount policies on buyers.