Coordination Of Product And Pricing In Cross-border E-commerce Supply Chain From The Perspective Of Exchange Rate Fluctuation

With the rapid development of the Internet,in order to reduce costs and increase profits,cross-border e-commerce has become the current development trend.The consumption model of purchasing goods in countries with relatively low costs such as labor and raw materials and selling them directly to foreign consumers through cross-border e-commerce platforms eliminates the intermediate links in the traditional transaction model and reduces costs.However,with the development of the world,the political and economic pattern is showing a multi-polar trend,the international economic situation is ever-changing,and the exchange rate marketization of various countries around the world has become the mainstream trend.This makes cross-border e-commerce inevitable suffering from exchange rate fluctuations and affects the operation efficiency of the entire cross-border e-commerce supply chain.From the perspective of exchange rate changes,cross-border e-commerce commodity pricing coordination research can solve the problem of pricing conflicts among members of the cross-border e-commerce supply chain when the exchange rate changes,and provide a reference for cross-border e-commerce.This article uses game theory as a research tool,manufacturers and cross-border e-commerce as the main body of the game,the price of goods in the cross-border supply chain as the game point,and the stackelberg game theory as the game method.(Revenue sharing contract,quantity discount contract)The cross-border e-commerce supply chain is subject to price coordination in the case of rising and falling exchange rate changes.First of all,it summarizes the research status of cross-border supply chain pricing at home and abroad.It also introduces the definition,characteristics and types of cross-border supply chain,summarizes the relevant concepts of exchange rate,describes the methods and principles of pricing coordination of cross-border e-commerce,and builds the profit of secondary cross-border supply chain under the perspective of exchange rate changes.The model laid the foundation.Second,the cross-border e-commerce supply chain is described.Constructed a cross-border e-commerce supply chain model composed of manufacturers and cross-border e-commerce,and quantitatively analyzed the profit function of the cross-border e-commerce supply chain.From the analysis,the cross-border e-commerce supply chain was concentrated in decision-making and decentralization The pricing model under the decision and the impact of exchange rate changes on the pricing and profitability of commodities in the cross-border e-commerce supply chain.Third,based on the cross-border e-commerce supply chain pricing coordination principles,the use of revenue sharing contracts to study cross-border e-commerce supply chain pricing coordination issues when exchange rates rise.At the same time,in order to ensure that the overall profit of the supply chain is balanced and the cross-border e-commerce platform should not lose the market due to excessive prices,a wholesale price within a certain range is given.Finally,based on the results of cross-border e-commerce supply chain pricing coordination,the cross-border e-commerce A platform is used as an example for analysis.The matlabR2016 a is used for analysis.The pricing and membership of the cross-border supply chain members when the exchange rate changes are intuitively given.The changes in profits will provide a useful reference for the cross-border e-commerce A platform to respond quickly when the exchange rate changes.