Optimal Operation Mode Choice Strategy In E-commerce Platform Selling

With the rapid development of e-commerce industry,online shopping has become a part of people’s daily life.In the just past 2018 "double 11" activity,Tmall’s total turnover exceeded 213.5 billion yuan.With the emergence and promotion of Taobao,JD.com Mall,SUNING and other typical e-commerce platforms,e-commerce has become an important driving force and engine of China’s real economy.Throughout the major e-commerce platforms at home and abroad,the operation mode can be roughly divided into the following three categories:(1)platform mode;(2)self-operation mode;(3)platform + self-operation mode.With the aggravation of market competition and information transparency,the profit space of e-commerce platform and suppliers is becoming narrower and narrower.How to establish a win-win cooperation or competition mechanism with suppliers has become an important issue of common concern to ecommerce platforms under different operation modes.For this reason,this thesis chooses Tmall and JD.com as the representative of the platform mode and self-operation mode,to study the impact of these two types of operation modes on e-commerce platform and suppliers.In view of these two kinds of operation modes,this thesis constructs three theoretical models of wholesale self-operation mode,unit fee platform mode and fixed fee platform mode by using bargaining game theory.First of all,this thesis makes a comparative analysis of the wholesale self-operation mode and the unit fee platform mode,as well as the wholesale self-operation mode and the fixed fee platform mode.Secondly,this thesis starts from the point of view of maximizing the profit of the whole supply chain.The wholesale self-operation mode,unit fee platform mode and fixed fee platform mode are compared,and the optimal operation mode is obtained.In addition,based on the basic model,this paper considers that the product demand is service sensitive and follows the principle of "who operates and who bears the cost of service".Thirdly,the three theoretical models of wholesale self-operation mode,unit fee platform mode and fixed fee platform mode are constructed,and the three operation modes are compared and selected to get the optimal operation mode.The results show that the optimal operation strategy depends more on the bargaining power of suppliers.When the bargaining power of the supplier is small,the self-employed mode is the optimal operation strategy for the e-commerce platform and suppliers.When the bargaining power of the supplier is large,the platform mode is the optimal operation strategy for the e-commerce platform and the supplier.When the e-commerce platform determines to adopt the platform mode to operate,it will be determined by the price sensitivity coefficient and the supplier’s bargaining power to consider whether to adopt the unit fee platform mode or the fixed fee platform mode to charge.