Research On Drop-shipping Supply Chain Decision With Asymmetry Demand Information Under The Distributor Dominant

With the rapid development of the mobile Internet,the speed of information dissemination continues to accelerate.Under the fast-paced and fragmented lifestyle,products have become one of the mainstream sales supply chains through the dropshipping supply chain(hereinafter referred to as DS supply chain)directly delivered by suppliers to consumers.DS supply chain reduces intermediate transfer links and system costs.Distributors face a demand market for their private information.How can distributors convey their own information through contractual decisions and pricing quantitative decisions,so as to prevent other types of distributors from misrepresenting information to disrupt the market and harm the interests and overall efficiency of all parties in the supply chain? Effective information transmission can ensure the honest operation of the distributor,promote the healthy competition in the commission market,and improve the coordination efficiency of the DS supply chain.Aiming at the above problems,based on the incentive theory,under the asymmetry of the demand information of the distributor,this paper establishes the informed principal model of the DS supply chain dominated by the distributor,and studies the contractual decision-making and pricing quantitative decision-making of the distributor.First,under complete information,the decentralized decision-making game model of the DS supply chain is established.It is found that the asymmetry of demand information provides the opportunity of lying for the distributor.When the high demand affiliate and low demand affiliate markets are similar in size,the high demand distributor will falsely report the demand information to imitate the low demand distributor to obtain more profits.When the market size difference is large,the low demand distributor will falsely report the demand information to imitate the high demand distributor.Secondly,in order to avoid the imitation of high demand distributor,the commitment-penalty contract is introduced to establish an distributor dominate DS supply chain informed principal model.The research gives the corresponding commitment-punishment contract,the commission per unit of the low demand distributor will increase to avoid imitation,but its earnings are lower because of lower demand.High-demand distributors cannot use commission contracts to prevent lowdemand distributors from imitating them.In order to avoid the failure of high-demand distributors to use commission contracts to avoid being imitated by low-demand distributors,this paper introduces the commitment-penalty contract,establishes the informed principal model under the commitment-penalty contract,and gives the corresponding commitment-penalty contract.High demand distributors will increase their commissions and minimum committedsales to avoid imitation by low demand distributors.Finally,taking a live streaming platform as an example,this paper analyzes the impact of the status quo of the live streaming of beauty cosmetics and the asymmetric demand information on the DS supply chain of commission sales.Research the contract decisions and pricing quantitative decisions designed by beauty distribution bloggers of different demand market types to represent their types.Research has found that in the beauty belt supply chain,decisions using informed principal model design can effectively convey information,and distributors can use quantitative pricing decisions to improve their profits.In the context of the vigorous development of live streaming,the research results of this paper can be applied to the supply chain of live streaming and provide suggestions for the long-term benign development of related industries.