Research On The Operation And Marketing Strategy And Model Selection Of E-commerce Supply Chain Companies Considering Consumer Behavior

With the upgrading of consumption concept,the trend of consumption upgrading is becoming increasingly clear."quality consumption" has become the pursuit of a new generation of consumption.As an important core of an enterprise,insight into consumer behavior is the basis for the long-term operation of an enterprise.Whether it involves product marketing or enterprise development,enterprises need accurate insight into consumer behavior to make correct decisions.With the explosive growth of e-commerce,the integration of online and offline channels has become the mainstream mode of innovation,and the research on supply chain management based on e-commerce has set off a wave in the academic world.However,with the rapid development of the e-commerce supply chain,a series of industrial pain points such as product counterfeiting and selling counterfeits,vague price and difficult quality assurance have occurred frequently.How to avoid the pain points of the industry and accurately insight into consumer behavior has become an urgent problem for the e-commerce supply chain enterprises.In this paper,several typical characteristics of consumers in the era of quality consumption--traceability preference,reference price,reference quality behavior--are considered and integrated into consumer behavior.Research on the formulation of operation strategy of e-commerce supply chain enterprises under the influence of consumer behavior factors and the selection of sales mode(resale or sale on commission),behavior mode selection(enterprise far-sighted or short-sighted behavior),decision-making mode selection(centralized decision-making,decentralized decision-making,cost-sharing decision-making mode).Due to the internal dynamics of the e-commerce supply chain system and the influence of goodwill shaping on the long-term operation of enterprises,dynamic differential game models under different circumstances are constructed,and the operation strategies and profits of e-commerce supply chain enterprises under different circumstances are obtained with the help of Behrman continuous dynamic programming theory.Through comparative analysis and numerical examples,this paper studies the influence of consumer behavior factors on enterprise strategy making,model selection and profit.The findings:(1)Under the influence of consumers’ traceability preference behavior,the expansion of market scale will promote the increase of product retail price and improve the enthusiasm of suppliers’ technology investment.The profits of e-commerce supply chain members are positively correlated with consumers’ traceability preference,which indicates that enterprises should reasonably improve the anti-counterfeiting traceability service strategy to improve consumers’ traceability preference behavior.In addition,through the analysis of key factors on the degree of product innovation,reputation and the impact of corporate profits,found in the resale model,the appropriate range of wholesale prices can contribute to a higher degree of product innovation,reputation and profit of supply chain members,but high wholesale prices will weaken degree of product innovation,reputation and profit of supply chain members,Not conducive to the sustainable development of the market.In addition,by examining the four modes of strategic interaction considering the sales mode and strategy selection of e-commerce platforms,it is found that self-built blockchain anti-counterfeiting traceability platform is a better choice for e-commerce platforms,and the selection result of sales mode depends on the interaction between market size and cost-performance ratio of anticounterfeiting traceability service.(2)Under the influence of consumer reference price effect,supplier behavior pattern plays a leading role in supply chain.Standing on supplier point of view,the preference on the role of visionary decision-makers,the suppliers of far-sighted behavior can effectively promote the supply chain operation strategy to develop,which reflect on the wholesale products of high quality high price,it also promote the formation of higher business reputation,and will bring their own,for the downstream business platform higher profits.From the perspective of e-commerce platform,its strategy focuses on selecting suppliers with farsighted behaviors for cooperation and showing far-sighted behaviors so as to achieve win-win cooperation.(3)The reference quality effect of consumers will produce negative externalities,which will reduce the level of strategy and cause profit loss.In the competitive environment,suppliers’ big data marketing cost sharing contract is an optimization mechanism to realize the pareto improvement of three-party performance,and the improvement effect on suppliers is more obvious.When the supplier allocates a larger proportion of big data marketing cost to the online e-commerce platform and provides a smaller proportion of marketing cost to the offline physical stores,the profits of the e-commerce platform will increase,while the profits of the physical stores will decrease or even suffer losses;otherwise,the profits of the ecommerce platform will be damaged.