Channels Operation Management Of Community New Retail Supply Chain Under Quality Differentiated Competition

With the gradual disappearance of the internet traffic dividend,traditional internet ecommerce companies have realized the broad traffic advantages of the offline market and begun to build offline retail channels to achieve traffic import and channel sinking.Although a large number of studies have examined the impact of online channel introduction on the operation of traditional channels,most of them have focused on channel competition and channel efficiency to decide channel structure.This thesis studies the channels operation management of community new retail supply chain under quality differentiated competition,and reveals the impact mechanism of quality differentiation competition on the introduction of community ecommerce from the perspective of offline stores,while also considering the impact of offline channel effort strategy and platform contract design.Firstly,this thesis establishes a two-tier supply chain composed of offline stores and community e-commerce platforms,and studies the problem of how offline stores determine pricing strategies and community e-commerce introduction strategies based on platform commission fees,the proportion of two types of consumers,product quality and cost differences between offline channels and platforms.The research finds that when the product quality difference between traditional community channels and community e-commerce channels is small,the cost difference is large,and the commission fee rate paid by the platform is higher,offline stores will introduce community e-commerce.Moreover,with the increase of platform product quality,the decrease of store product cost,and the increase of offline customer proportion,the commission fee threshold for introducing community e-commerce will be further reduced,and the introduction of community e-commerce can achieve Pareto superior profit for both the store and the platform.This thesis provides useful reference for the product selection strategy when offline stores introduce community e-commerce.In the era of rapid development of e-commerce,this research on supply chain and product selection strategy has important theoretical and practical significance.Secondly,combined with the social interaction characteristics of the community new retail model,this thesis considers the effort of captain in the community e-commerce supply chain,and proposes community expansion effort strategy and community service effort strategy,and explores the impact of effort level,channel quality differences,channel cost differences,consumer classification,and commission fee rate on product pricing and the profits of captain and platforms.The research finds that the use of community expansion effort and community service effort by offline stores is always more advantageous for the community e-commerce platform,and community expansion effort is only more optimal for offline stores when the platform product quality,store product cost,offline customer proportion,and platform commission fee rate are relatively high.When the platform product quality is low,store product cost is high,offline customer proportion is low,and platform commission fee rate is high,the community service effort strategy of the store is more optimal.It can be seen that free-riding behavior on the community e-commerce platform,and this thesis provides theoretical reference for the effort decision-making of offline stores.In addition,some of the research conclusions obtained earlier remain robust when considering effort strategies.Finally,considering the contract design of the community e-commerce platform,the platform chooses the stair-step captain subsidy contract only when the product quality difference between the offline channel and the community e-commerce channel is small,the cost difference is large,and the demand threshold set by the platform is low.Otherwise,the stair-step revenue sharing contract is more optimal for the platform.This thesis provides practical contract design strategies for the community e-commerce platform.Through appropriate contract design and product management,the community e-commerce platform can achieve stable development and create greater value.