Research On Channel Decision Optimization Of Online Retail Supply Chain Based On Brand Difference

In recent years,with the vigorous development of online retail industry,More and more online retailers are adopting an online sales mode in which self-management and flagship stores coexist.While consumer demand is greatly satisfied,online retailers and suppliers face complex business decisions because of multi-channel competition with the platform.On the one hand,because of the different operation modes,the pricing rights and channel service levels of the self-operated channel and flagship store channel are different;on the other hand,There is a certain substitution between different brand products in different channels.,resulting in fierce competition in sales.These two factors will affect consumer demand,and then affect the profits of online retailers and suppliers.Therefore,in the context of the coexistence of brand differences and channel service level differences,how to construct an appropriate channel structure is a realistic issue for both online retailers and suppliers.In order to solve the above problems,this thesis firstly uses consumer utility function to construct product demand function of different channels and brands,and then establishes profit function of online retailers and suppliers.Finally,numerical analysis is used to study the influence of brand difference and channel service level difference on channel selection of online retailers and suppliers.The research is divided into two main parts: Chapter 3,from the perspective of online retailers,analyses the influence of brand differences of different suppliers’ products on online retailers’ channel decision-making under the condition of the same service level of the two channels;Chapter 4,from the perspective of suppliers with different brand products,analyses the influence of brand differences and channel service level differences on suppliers’ channel decision-making.Finally,based on the operational data of JD and P&D,this paper analyses the specific impact of brand differences and channel service level differences on enterprise decision-making.This thesis studies the channel selection of online retailers and suppliers in the online retail supply chain from the perspective of brand differences.It is found that in the face of brand differences among different suppliers,online retailers’ channel decisions are as follows: when brand differences are large,product substitution is low.In order to expand the product types of platform,online retailers should simultaneously sell two products through self-operated channels;when brand differences are small,online retailers can adopt channel differentiation strategy to ease the competition.means selling stronger brand products through flagship store channels and weaker brand products through self-operated channels.Faced with the difference of channel service level and brand,the optimal channel decision-making of suppliers with different brand products is as follows: channel service level difference is small,that is,when channel service cost of flagship stores is high,suppliers should sell two brand products through self-operated channels at the same time;brand difference is large,suppliers should focus on managing stronger brand products,that is,to sell stronger brand products through channels with higher service level.When the difference between brands is small,suppliers should strengthen the management of both brands at the same time,that is,to sell weaker brand products through channels with higher service level...