Supply Chain Channel Mode Selection And Operational Decisions Considering Consumer Behavior And Information Disclosure

In the context of the rapid development of the sharing economy,the emergence of rental platforms such as Bagborroworsteal has triggered the innovation of traditional luxury sales channels.Luxury brands have also begun to seek crossover and integration between different channels,turning to active cooperation with rental platforms.In addition,as the country attaches importance to concepts such as "carbon neutrality",reducing resource waste through luxury renting and sharing will also become one of the means to respond to sustainable fashion and achieve sustainable development.However,the exclusive nature of luxury goods makes luxury brands face the contradiction between maintaining brand scarcity and product proliferation.Is it necessary for brands to cooperate with rental platforms? And how to choose the optimal channel models.Based on this,this thesis establishes a two-stage supply chain model composed of a luxury brand and a rental platform,firstly discusses the threshold condition,trying to prove the value of the platform’s participation from a theoretical level,and further analyzes how the supply chain decision-makers choose the different channel modes with the participation of the rental platform.secondly,combined with the special attributes of luxury goods,it discusses the influence of two different consumer behaviors on the choice of supply chain channel modes.The results show that certain threshold condition should be met when introducing rental platform.When the condition is met,the participation of platform is valuable,and the choice of different channel modes between luxury brand and platform depends on the relationship between the salvage value of the product and the fixed cost value.In addition,when considering different consumer behaviors,the threshold condition is also related to the coefficient of sensitivity of consumers to demand and the coefficient of the proportion of different consumers in the market.Finally,based on the conclusion that the participation of the rental platform that meets the threshold condition is valuable,this thesis then considers platform’s risk appetite and the impact of the information disclosure of the products’ s authenticity on the choice of supply chain channel models and operational decisions,and then discusses the application feasibility of using blockchain technology to improve the level of product information disclosure from the perspective of cost and benefit.The results show that the choice of different channel modes when considering information disclosure is also related to the cost coefficient of information disclosure and the sensitivity of consumers to information.It also proves the value of the application of blockchain technology under certain condition from the theoretical level.Based on actual commercial phenomena,this thesis provides theoretical support for the operation and development of luxury brands and rental platforms in the luxury supply chain from the perspective of quantitative research with game theory.