Research On The Bundling Sales Strategy Of Complementary Product E-Commerce Supply Chains Under Different Power Structures

There are different power structures in the e-commerce supply chain,the status of the manufacturer and the e-commerce platform in the e-commerce supply chain is different,the saying of product pricing is different,and the decision-making and benefits of the members of the supply chain will have an impact.The dominant party can use its influence to influence the other party’s decision-making,while the auxiliary member,if it does not get the benefits it deserves,will greatly reduce the incentive to cooperate.In addition,enterprises adopt unreasonable complementary products bundling sales strategies or prices to set too high or too low,resulting in consumers do not buy it,they cannot reach the ideal benefits,and even seriously affect the brand image and consumer trust.Therefore,for the e-commerce supply chain of different power structures,the pricing decision-making and optimal binding strategy selection of different binding sales strategies for complementary products and the key to ensure the income and close cooperation of supply chain members.Based on the analysis of bundling sales and pricing decisions,as well as the current research status of bundling sales in different markets,and based on relevant concepts and game theory,the current situation of complementary e-commerce supply chains is further analyzed.It is determined that there are prominent issues in the complementary e-commerce supply chain,such as improper product mix,unreasonable pricing,and improper selection of promotional strategies.It is clear that the status of manufacturers and e-commerce platforms is the key factor affecting complementary product pricing.Based on this,using the method of game theory,aiming at the complementary e-commerce supply chain of a manufacturer and an ecommerce platform,this paper discusses the pricing decisions and the optimal profits of the manufacturer and e-commerce platform under the independent sales strategy,pure bundling strategy,and mixed bundling strategy under the Nash equilibrium,manufacturer dominant,and e-commerce platform dominant situations,respectively,Further compare and analyze the impact of complementarity and substitution on profit and complementary product demand.The results show that when there is a change in the degree of substitution,there is a negative correlation between the degree of substitution and the demand for complementary products under mixed bundling,while the profits of manufacturers and e-commerce platforms under independent sales strategies and pure bundling sales strategies remain stable.Changes in the degree of substitution in independent sales strategies under different power structures are detrimental to manufacturers’ profits.Hybrid bundling strategies led by e-commerce platforms have a positive correlation with the demand for complementary products,while manufacturers have a negative correlation.Based on the above analysis,the optimal bundling sales strategy for manufacturers and e-commerce platforms in complementary e-commerce supply chains under different rights structures is proposed.For complementary e-commerce supply chains with different power structures,based on the status of supply chain members in the supply chain,selecting appropriate complementary bundling strategies and formulating reasonable complementary bundling prices by analyzing the degree of complementarity and substitution,can avoid the occurrence of vicious price competition,achieve complementarity and efficiency,promote friendly cooperation among supply chain members,and promote stable operation of the supply chain.