Research On Strategic Choice Of Selling For Supply Chain In Electronic Retailing

As a product of social development,e-commerce interacts with the economy and promotes social progress.The development of e-commerce not only changes the shopping behavior of consumers,but also encourages manufacturers and e-tailers to continuously innovate channel selling strategies.Different selling strategies can bring convenience to consumers,and bring more profits for manufacturers and e-tailers to achieve a win-win situation.Based on the analysis of the current status of supply chain channel selling models under economic retailing at home and abroad,this paper discusses the selection of selling strategies for manufacturers and e-tailers under economic retailing.Firstly,we establish reselling,agency selling and mixed selling model which consist of reselling and agency selling based on the wholesale price contract under the supply chain consisting of a manufacturer and an e-tailer.We use Stackelberg game analysis method to solve equilibrium solutions under each selling strategy.We compare the profits of the manufacturer and the e-tailer under three different strategies to obtain the optimal strategy for win-win situation,and use numerical examples to verify.Secondly,we establish reselling,agency selling and mixed selling model based on the revenue sharing contract,and use the Stackelberg game analysis method to obtain equilibrium solutions.Similarly,we analyze conditions for achieving the win-win situation and use numerical examples to verify.Finally,different from the above models,we build drop-shipping,agency selling and mixed selling model which consist of drop-shipping and agency selling based on the drop-shipping contract and further to solve equilibrium solutions in each model.By comparing them separately,we obtain the optimal strategy conditions for achieving win-win,and using numerical examples to verify so that the result of the strategy selection is displayed more intuitively.On the one hand,this research can bring certain operation management enlightenment to the development of enterprise's supply chain under the electronic retailing.On the other hand,it is a practical guide to the choice of selling strategies for manufacturers and e-tailers.In a word,it is an indispensable academic path in the field of supply chain management under the electronic retailing.