Research On Supply Chain Product Pricing/Quality Decision Considering Consumer Reviews From The Perspective Of BOPS

With the change of consumers’ consumption habits,the sales channels of products are becoming diversified,from the original dual channels to all channels.Using the utility theory of game theory and Stackelberg game model,this thesis studies the pricing decision of retailers before and after introducing consumers’ online comments into different channel structures.Then,after considering the channel bias problem,this thesis studies the optimal pricing and optimal profit of retailers under different channel structures.Finally,this thesis studies the manufacturer’s quality decision,wholesale price decision and retailer’s price decision before and after the introduction of consumers in the context of considering the manufacturer.In each chapter,the impact of the introduction of consumer online comments on the retailer’s price decision and optimal profit is discussed.Based on the above research description,this study finally draws the following main conclusions.(1)In the case of a single retailer,whether the retailer chooses to open the BOPS channel or not,the retailer’s optimal pricing always decreases with the introduction of consumers’ online comments.As long as the validity of comments reflected by online comments is not too low,the profitability of retailers will be enhanced with the introduction of consumers’ online comments,and the demand of retailers’ online and offline channels will increase.(2)Considering that offline channels are biased towards users,the greater the transportation cost and search transaction cost,the more offline channels are biased towards users,the smaller the unit processing cost of BOPS channels,and the lower the optimal price of retailers.In addition,no matter whether the retailer opens the BOPS channel or not,before the introduction of online comments,the profitability of the retailer always weakens with the increase of the number of offline channel users.(3)Considering the manufacturer’s situation,the manufacturer’s optimal quality and optimal wholesale price increase with the increase of transportation cost,search transaction cost and unit processing cost,and decrease with the increase of comment validity.The optimal price of retailers may increase or decrease according to the value of various costs.In addition,after introducing consumer comments into any channel structure.When the comment validity is less than a certain value,manufacturers need to attract consumers with higher optimal quality and drive demand growth.When the comment validity of online comments is positive and large enough,the manufacturer’s optimal quality will have more room to decline.(4)Considering that offline channels are biased towards users,whether BOPS channels are opened or not,after the introduction of consumer online comments,the profitability of retailers can rise only when the comment validity is at a very high value.In addition,only when the comment validity is at a high level,the retailer’s profit will increase with the decrease of the number of offline channel users.The difference is that after opening the BOPS channel,retailers are more likely to improve their profits.