| With the rapid development of Internet technology,the scale of online shopping is also expanding day by day.As a new and effective marketing tool,presale is gradually adopted by retailers and e-commerce platforms.The so-called pre-sale is a kind of sales strategy that consumers can accept to order products in advance before the products or services are put on the market.Its biggest feature is that consumers can not receive the products in time and need to wait for a period of time.Whether consumers participate in the pre-sale has a lot to do with consumers' patience.In addition,with the diversification and uncertainty of online shopping,consumers become more and more rational,leading to more and more diversified consumer behavior characteristics and types.With the development of e-commerce,traditional enterprises began to try to integrate with the Internet for industrial upgrading,and many new E-supply chains involving network platforms appeared.However,the current model of pre-sale is not combined with e-supply chain,so this paper takes e-supply chain into account in the pre-sale model.Based on the background of pre-sale,this paper studies the platform model in the case of only strategic consumers(exogenous price on sale)and two kinds of consumers(endogenous price on sale)in the market.In the e-supply chain composed of one supplier and one platform,it examines the influence of consumer behavior characteristics and the proportion of consumer types on the optimal decision-making of supply chain members.Its main task is to It should include the following aspects:First of all,on the premise that there are only strategic consumers and the price on sale is exogenous,this paper constructs an e-supply chain model composed of one supplier and one platform,establishes a Stackelberg game model under two modes of platform self operation and platform agent,analyzes the characteristics of consumer behavior,explores the impact of key parameters of the model on the decision variables and earnings of suppliers and platforms,and The corresponding management conclusions are obtained: the increase of consumer patience will increase the price coefficient of products;when consumers are sensitive to time,the more strategic,the platform agent mode is chosen,and the platform and suppliers can achieve a win-win situation,with the biggest profit.Secondly,in order to further enrich the decision-making and operation model of e-supply chain considering strategic consumers,this paper relaxes the condition of strategic consumers,enriches the types of consumers,and divides them into informed consumers and uninformed consumers based on whether consumers participate in presale or not.At the same time,considering that the current sale price is changing,taking it as a decision variable,the platform self-management and platform are constructed The competition and cooperation game model of two parties under the two agent models.The influence of model parameters on supply chain equilibrium is analyzed and a numerical example is given.The results show that: when consumers are very sensitive to time and impatient,suppliers can adopt the platform agent mode,and the income of the whole supply chain is in the downstream state,the price of products on sale decreases obviously with the increase of consumers' patience level,and the change of price will also affect the sales decision of merchants;as consumers become more and more rational,more and more informed consumers On the premise of more,the platform's self operating mode will increase the revenue and reduce the overall profit of the supply chain.There are 12 figures,6 tables and 81 references in this paper;... |
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