Research On Demand Information Sharing And Logistics Selection Of E-commerce Platform Based On Grey Correlation Degree

With the rapid development of Internet technology,e-commerce platform has become the main channel for small and medium-sized enterprises to carry out online business,such as JD,Taobao,Pinduoduo,etc.The profitability of e-commerce platforms is the key to their survival,and there are many factors that affect their profitability.Therefore,analyzing the main factors that affect their profitability and studying the operation decision of e-commerce platforms on this basis is one of the hot issues that platform enterprises need to solve urgently.In view of this,this paper analyzes the main influencing factors of an e-commerce platform X’s annual net income by using the grey correlation method based on the public data of the e-commerce platform from 2017 to 2020 and the relevant data provided by the statistical yearbook,and finds that the market demand scale and logistics are the two main influencing factors,and studies the demand information sharing strategy,sale model and logistics selection decision of the platform’s supply chain through theoretical modeling.The specific research contents are as follows:(1)Through grey correlation analysis of the main influencing factors of the e-commerce platform’s annual net income,it is found that the three most influential factors are the number of Internet broadband access users,user activity and logistics revenue.The number of Internet access users and user activity mainly reflect the scale of market demand,which shows that market demand has a crucial impact on the revenue of e-commerce platform.Choosing the e-commerce platform’s logistics or third-party logistics is the key to affect the logistics revenue,which shows that logistics choice is crucial to the e-commerce platform.(2)Considering the secondary supply chain composed of sellers and platform enterprises,sellers sell the same type of products through their flagship stores and platform proprietary stores.Considering that the market demand is random,the seller can determine the sales volume of the flagship store before the platform determines its own sales volume(first mover mode)or at the same time(simultaneous mode),and the platform enterprise can obtain the real market demand by paying the fixed cost,this paper first analyzes the conditions under which the platform is willing to obtain market information and share it with the seller under two modes,And whether the seller can achieve Pareto improvement of both parties’ profits through cost-sharing contracts and information value subsidies,and discusses the mode selection strategy from the seller’s perspective.The research found that when the cost of information acquisition is high,the platform will not acquire information;Otherwise,the platform will acquire but not share it with the seller,and the seller can achieve Pareto improvement of both parties’ profits through sharing the cost of market information acquisition and information value subsidies.The seller always chooses the first-mover model,and as long as the variation coefficient of market demand is not very small,the co-entry model is more beneficial to the platform.(3)Considering whether the seller uses the platform logistics and whether the platform opens its own store to resell the seller’s products,a logistics selection game model is built,and the impact of the difference between the platform logistics level and the third-party logistics level on the pricing,demand and profit of the platform and the seller is analyzed.The study found that when the seller chooses platform logistics,the seller’s product price,demand and profit are positively related to the difference in logistics level,while when the seller chooses third-party logistics,the result is opposite.For the platform,the price of proprietary products,market demand and profit are positively related to the difference of logistics level.For e-commerce platforms,the platform always chooses to open self-operated stores;For sellers,when the logistics level difference is large,sellers choose platform logistics,while when the logistics level difference is small,sellers choose third-party logistics.