Choice And Contract Coordination Of CSR Behavior Of Cross-border Export E-commerce Enterprises In Different Rights Structures

Due to the homogeneous competition of goods and the adjustment of overseas market demand and platform entry policy,the initial distribution model adopted by cross-border export e-commerce enterprises has gradually failed.At present,brand-driven boutique operations are gradually emerging.Corporate social responsibility behavior has been considered one of the most common and effective ways to build a differentiated brand.Therefore,the strategic choice and formulation of cross-border export e-commerce enterprises has become an important issue concerned by the academic community.Most of the existing research on cross-border export e-commerce companies has focused on logistics and law.Research on its socially responsible behavior is still scarce,and it is rarely discussed from a supply chain perspective.Based on this,this paper built a theoretical model of corporate social responsibility behavior strategy for cross-border export e-commerce and established a two-tier supply chain game benchmark model.This model studied the impact of changes in relevant factors on the strategic decision-making of corporate social responsibility behavior of cross-border export e-commerce companies and how to achieve coordination among the cross-border export e-commerce supply chain node companies through supply chain contracts.The conclusions of this paper showed that with the increase of its strategic level of socially responsible behavior,it can help increase cross-border export e-commerce supply chain profits and social welfare.The increase of consumers' social responsibility preferences in the target market helped to promote cross-border export e-commerce enterprises to fulfill their social responsibilities and had a positive impact on the overall profit and social welfare of the supply chain system.However,the increase in the price elasticity coefficient had a negative impact on its social responsibility behavior and the equilibrium result of the supply chain.At the same time,Regarding the channel rights structure,compared with the decentralized structure,the centralized structure can maximize the fulfillment of social responsibility,the profit of the supply chain system and the social welfare.However,in a decentralized structure,in order to achieve sustainable development of the supply chain and maximize target profits,companies which are leaders often sacrifice part of the economic profits and fail to achieve coordination in the supply chain.Based on this,this paper introduced cost sharing contract and revenue sharing contract.After analysis,I found that in both channel rights structures,the cost sharing contract can achieve supply chain coordination,while the revenue sharing contract cannot achieve the simultaneous increase of the economic benefits of the cross-border e-commerce platform.The cross-border export e-commerce companies dominated the cross-border e-commerce platform with only a few negative impacts and they can use their own leadership and control through this contract to stimulate cross-border e-commerce platform innovation Expand its social responsibility brand marketing model to achieve a substantial increase in sales and further reach a volume discount contract to make up for its own economic losses.