Optimization And Selection Of Self-operated And Non-self-operated Strategies Of New Products Under The Inconsistency Of Platform Sales Capacity Expectations

In the environment of the vigorous development of mobile Internet,platform selfoperated and non-self-operated sales models have become the most common two ecommerce operation models,in addition to adopting price strategies,improving product quality and providing high-quality services to attract consumers,the sales promotion of ecommerce platforms is also very important and necessary.However,due to the large fluctuations in the market,market demand is difficult to predict accurately;At the same time,different decision-makers have different attitudes towards risk,making manufacturers and e-commerce platforms inconsistent in their expectations that sales promotion capabilities will affect market demand,especially when anticipating market demand for new products.So,in the face of inconsistent demand expectations,how should manufacturers and ecommerce platforms decide in the self-operated and non-self-operated sales model to obtain greater sales profits;For manufacturers and marketplaces,which model to choose to make more profit.In order to solve this problem,this paper adopts game theory,optimization theory and other related theories and methods,and analyzes the equilibrium results with the help of mathematical modeling and simulation,which provides certain management enlightenment for the application of sales cooperation between manufacturers and ecommerce platforms under the inconsistency of market demand expectations.This paper considers the secondary e-commerce supply chain system composed of a new product manufacturer and an e-commerce platform,which may lead to the problem that the cooperation between the manufacturer and the e-commerce platform cannot be achieved due to the inconsistency between the two expectations of the impact of the platform’s sales efforts on the market demand,and constructs the e-commerce self-operated wholesale price model and the e-commerce non-self-operated commission price model under the inconsistency of demand function.First,a self-operated supply chain model of e-commerce platforms under inconsistent demand expectations is constructed.The effective range of platform self-operation agreement is discussed,and the key factors affecting the platform self-operation agreement reaching range and the impact of related factors on the optimal decision-making and optimal expected return of supply chain members are analyzed.It is found that the effective range of self-operated agreements is positively correlated with the input cost coefficient of new products and the cost coefficient of sales effort,but negatively correlated with consumers’ preference for new products.The optimal level of new product input,the level of sales effort,and the expected benefits of both parties increase as the manufacturer’s level of sales effort on the platform affects the market demand expectation;When consumers’ preference for new products is high,the optimal level of new product input,sales effort level and expected revenue of both parties decrease as the degree of influence of e-commerce platforms on platform sales efforts on market demand increases.Secondly,the non-self-operated model of e-commerce platform under the inconsistency of demand expectations is constructed.The effective range of platform nonself-operated agreement is studied,and the key factors affecting the platform non-selfoperated agreement reaching range and the impact of related factors on the optimal decisionmaking and optimal expected benefits of supply chain members are analyzed.The results show that when consumers’ preference for new products is small,the effective feasible range is negatively correlated with the input cost coefficient of new products and the sales cost coefficient of platforms,and positively correlated with consumers’ preference for new products.The optimal commission ratio,sales effort level and expected revenue decrease with the manufacturer’s expectation that the level of sales effort on the platform will affect the market demand,at this time,if the e-commerce platform is expected to have a small expectation of the degree of impact of sales effort on the market demand,the optimal new product input level,expected demand and expected revenue increase with the manufacturer’s expectation that the level of platform sales effort affects the market demand;The optimal new product input level,expected revenue,and the sales effort level and expected demand of the e-commerce platform increase with the expected increase of the degree of market demand affected by the e-commerce platform’s sales effort,and the commission ratio and expected income of the e-commerce platform decrease first and then increase with the expected increase of the e-commerce platform’s influence on the level of sales effort on the market demand.Finally,the choice of new product sales model by manufacturers and e-commerce platforms is analyzed.Studies have shown that when consumers’ preference for new products is low,and manufacturers are expected to have a high degree of demand for the level of platform sales efforts,e-commerce platforms enter into self-operated cooperation with manufacturers.If manufacturers are expected to have relatively low expectations of the level of demand affected by the level of platform sales efforts,e-commerce platforms tend to choose a non-self-operated model,and it is difficult to reach cooperation with manufacturers.When consumers’ preference for new products is relatively high and manufacturers are expected to have low demand for the level of sales effort,e-commerce platforms enter into non-self-sales cooperation with them.