Research On The Selection Of Supply Chain Channel Strategy Consideraing E-Commerce Agency Operation

With the rapid development of e-commerce and the continuous improvement of information technology services,online shopping,as a new way of consumption,is favored by more and more consumers.Online channels use various means of e-commerce to achieve a virtual store in the process of buying and selling,so as to reduce intermediate links,eliminate transportation costs,and create huge development space for ordinary consumption and increase market circulation.In the tide of the development of the Internet,many enterprises have transformed into online sales.Brand owners,however,in the process of electricity customer conversion rate is low,customer purchase rate is low,and poor activity promotion experience less than expected,customer consumption trading inefficiency,which brands of electricity input and output efficiency is low,runs his own e-commerce has a certain threshold,spawned a new generation of operating service mode.E-commerce agency operation is sensitive to the segmented needs of brand owners and consumers,and provides end-to-end complete services with higher efficiency.Therefore,when brand owners are faced with an e-commerce channel that they are not good at,it is a question that needs to be answered urgently whether to operate by themselves or by agents.It is of great theoretical and practical significance to build a feasible mathematical model to provide a quantitative answer to manufacturers.Based on the above realistic background,and on the basis of a comprehensive review of the current research status at home and abroad,the main content of this paper is proposed: when brand owners sell products through network channels at a certain operating cost,should they adopt agent operation or self operation mode? Firstly,this paper considers the strategy selection of pure electric brand,which is a single channel model composed of a brand owner and an agency operator.Next,we consider the strategic choice of traditional brand owners,a dual channel model that a brand owner not only has a direct online channel,but also has offline wholesale channel.Under the self-operation mode,the brand owners first make decisions on their own investment to reduce operating costs,which also have costs.Next,he decide on the retail price of online sales to maximize their profits.Under the agency operation mode,this investment will be entrusted to professional agent operators,who will bear the investment cost of this part.At the same time,the brand and the agent agreed to a certain share proportion profit or revenue to the agent.Results demonstrate that the sharing ratio,the investment efficiencies of the brand owner and the agent fundamentally affects the choice of the brand owner.When the agent's investment efficiency is relatively effective and the sharing of the agent is high,or when the efficiency of the agent is medium,and the brand owner's efficiency is low,the brand owner provides a medium proportion of sharing to the agent,the brand owner should choose agency-operation model.when considering the specific contract of agency operation,we find that the brand owner tend to profit sharing contract,while the agent(and the offline retailer)prefer revenue sharing contract.In addition,we found that in a region,the brand owner and the retailer all prefer agency operation in the dual channel scenario.Finally,the validity and feasibility of the conclusion are demonstrated by numerical examples.The innovation of this article is to consider the introduction of e-commerce agency enterprises for the influence of the supply chain members,through quantitative analysis,we discuss the strategy selection of different brand owners,explores the new e-commerce cooperation mode and theoretically explained the e-commerce agency enterprises of the whole supply chain and the value of supply chain members,we hope the research content and conclusion can provide theoretical guidance and methods for supply chain enterprise.