Research On Optimization Strategy Of Manufacturer's Dual-channel Operation Mode Under E-commerce Environment

This thesis mainly studies manufacturers' choice of operation mode after adding electronic channels,cooperation and non-cooperation decisions between manufacturer and e-commerce platform,and the influence of behavioral preference on enterprise decisionmaking.First,in order to study the choice of manufacturer in the traditional operation mode and the dual-channel operation mode after adding electronic channel,using the Stackelberg game method,the influence of the manufacturer's service level is considered and the profit of each member of the supply chain in the traditional operation mode,the product comarketing mode and the revenue sharing mode are compared.The results show that it is always beneficial for the manufacturer to improve service level.And then,under certain conditions,the profit of the manufacturer after increasing the electronic channel is larger than that under the traditional operation mode.At the same time,when the proportion of revenue sharing is less than half,it is more advantageous for manufacturer to choose the revenue sharing mode.Second,in view of the decision-making problem in the case of cooperation and noncooperation between the manufacturer and the e-commerce platform,the influence of the manufacturer's service level is considered,this thesis analyzes the influence of the manufacturer's service level on the optimal decision-making of each member of the supply chain,and compares the optimal price decision-making in the case of cooperation and noncooperation respectively.Finally,the total profit of the supply chain under cooperative and non-cooperative conditions is compared.The results show that the optimal price decision increases with the improvement of service level.The price decision between the manufacturer and the e-commerce platform in the case of cooperation is greater than that in the case of non-cooperation.Third,for the optimal decision-making problem of e-commerce platform with behavioral preference,and adding electronic sales channel to traditional sales channel.With Stackelberg game method,the effects of risk aversion and fairness concerns on the optimal decision of supply chain members are studied.The results showed that the risk aversion and fairness concerns of the e-commerce platform do not change the pricing strategies of the manufacturer,but affect the optimal expected profit of manufacturer and the optimal pricing decision of e-commerce platform;When the e-commerce platform is entirely rational or has two behavioral preferences of risk aversion and fairness concerns,the retail price of platform enterprise and the expected profit of manufacturer are affected by the market volatility.