Research On Platform Supply Chain Pricing And Logistics Strategies Under Different Channels

With the increasing popularity of online shopping,online e-commerce has become the most commonly used online shopping platform for people,and many manufacturers have started to cooperate with a variety of e-commerce platforms to broaden their merchandise sales channels.In the face of rapidly developing e-commerce,some selfowned platforms have started to vigorously develop their own branded goods,which has intensified the market competition of manufacturers’ branded goods.Therefore,it is especially important to explore how manufacturers use logistics services to compete in the market in the context of brand competition.This paper takes the platform supply chain as the research object,through analysing the sales strategies of existing manufacturers and e-commerce platforms,using the analytical ideas of game theory,numerical simulation and optimization theory,etc.,to construct the optimal game model and optimization model of platform supply chain members under different sales channels in the context of manufacturer brand and private brand competition,and further study the pricing strategy,logistics strategy and the main factors affecting the platform supply chain members The main research elements and their corresponding results are presented in this paper.The main research content of this paper and its corresponding results and conclusions are as follows.First,a Stackelberg game model is constructed to study the logistics service strategy of manufacturer-branded goods and to explore the influence of factors such as cross-price elasticity coefficients on the optimal decision of platform supply chain members.The study shows that the more intense the price competition,the more obvious it becomes that private label and manufacturer brands are competing for market share through logistics services,allowing private label brands to dominate the market under the third party logistics model.As consumers become more sensitive to the level of logistics services,logistics service providers are more willing to take the initiative to improve the level of logistics services,increasing the market competitiveness of private label goods and expanding the market share of private label goods.As the market demand for branded goods becomes more sensitive to the level of logistics services for other branded goods,the quality of logistics service levels becomes particularly important,resulting in increased sales of the manufacturer’s branded goods under the own-brand logistics model,thus allowing the manufacturer to benefit.Second,a platform supply chain system consisting of an e-commerce platform,a manufacturer and a third-party logistics provider is constructed to study the optimal pricing strategy of the platform supply chain and the logistics model of the manufacturer’s branded goods under the direct sales channel,and to further reveal the impact of factors such as the cross-logistics service sensitivity factor on the optimal decision of the platform supply chain members.The study shows that an e-commerce platform can only incentivise manufacturers to sell their goods directly on the platform by charging appropriate unit commissions and unit self-service logistics fees,thereby maximising their own profits.Third-party logistics service providers charging appropriate logistics service fees can reduce price competition for branded goods and thus increase the market share of the goods.Choosing a logistics service provider with a better level of logistics services will not only increase the price competition for the goods,but also result in higher profits.As the demand for commodities becomes more sensitive to the level of their own logistics services,choosing a logistics service provider with a relatively better level of logistics services can capture a larger market share.In the context of brand competition,when branded goods enhance their competitiveness through logistics services,e-commerce platforms sharing their own logistics can achieve a win-win situation with manufacturers.Third,the Stackelberg game model is constructed considering manufacturers’ sales models on different e-commerce platforms to study manufacturers’ optimal pricing and service strategies for reselling goods,selling goods directly and selling goods wholesale on open and self-owned platforms,comparing manufacturers’ profits in the affiliate,wholesale and direct sales models,and analysing the influence of factors such as logistics service sensitivity coefficient and cross-price sensitivity coefficient on The impact of the optimal decision.When a manufacturer chooses two platforms to open a sales channel,direct sales on the platform with the higher level of logistics services can maximise profits.When manufacturers sell goods on their own platforms,they should reasonably choose a logistics provider to work with according to the consumer’s requirements for logistics services.As logistics competition in different channels intensifies,manufacturers should take full account of the level of logistics services in competing channels to choose their logistics strategy.