Research On Pricing And Coordination Mechanism Of Cross-border Multi-Channel Supply Chain

In recent years,with the development of China's cross-border e-commerce and comprehensive pilot zones,more and more overseas products have entered People's Daily life.In the early days,the online retail environment was not mature,and overseas online shopping malls mostly attracted domestic consumers with preferential activities and discounts,while domestic cross-border e-commerce platforms were often at a disadvantage due to high prices and incomplete categories of goods.With the gradual improvement of people's consumption level and the change of consumption concepts,cross-border e-commerce platforms are developing rapidly.However,most cross-border e-commerce platforms have problems such as channel conflicts,pricing coordination and interest distribution conflicts.Therefore,this paper analyzes cross-border supply chain based on game theory,and discusses pricing and coordination problems of cross-border multi-channel supply chain under different situations such as centralized decision,decentralized decision and coordinated decision.Firstly,this paper analyzes the structure of cross-border multi-channel supply chain with demand determination,and finds that there are two types of problems: cross-border retailers do not unify online and offline prices,and cross-border import multi-channel supply chain pricing coordination with unified online and offline prices.This paper intends to model and discuss these two types of problems.For cross-border retailers not unified price of online pricing strategy of cross-border import channels in the supply chain problem,this paper will consider to the free-rider behavior model,the study of centralized decision-making and decentralized decision making under two different pricing and sensitivity analysis,found the optimal centralized decision-making supply chain profit,and decentralized decision may lead to cross-border supply chain there are double marginal effect;Aiming at the second type of supply chain pricing and coordination strategy problem,this paper unifies the online and offline prices of cross-border retailers,and studies the pricing and sensitivity under different situations such as centralized decision,decentralized decision and coordinated decision respectively,and finds that the overall profit of cross-border supply chain is optimal when the centralized decision is made.The use of revenue sharing contract to coordinate the decentralized decision model can improve the overall profit of the cross-border supply chain to the optimal level,and achieve a win-win situation between overseas manufacturers and cross-border retailers in the cross-border supply chain.In order to verify the rationality of the theoretical model constructed in this paper,this paper takes Company A as an example to collect relevant data for the problems such as channel conflicts,pricing difficulties and how to improve product sales during the development of Company A in the comprehensive pilot area,and carries out numerical experiments with MATLAB software to verify the feasibility of the model.Through the case study of Company A,the rationality of the model is verified,and some policy suggestions are put forward,such as Company A should unify the online and offline product prices,actively communicate and cooperate with overseas manufacturers to share part of the cost of Company A,and reasonably set the sharing ratio through contract.It is hoped that the research in this paper can provide useful guidance to A Company in the process of cross-border platform development in the channel pricing and coordination strategy formulation,and promote the better development of cross-border e-commerce in China.