Research on Advertising and Pricing in E-Supply Chain Under Different Dominant Modes

The E-supply chain is formed gradually along with the development of network, which is getting more attention among enterprises with unique advantages. Three E-supply chain operation modes are constructed in this paper, then the optimal pricing and advertising strategies under those modes are studied and compared, which are demonstrated with numerical examples. The results of comparison and analysis show that: Selling price, network platform service level, advertising investment and the profits of manufacturer, network platform and E-supply chain all increase with advertising effectiveness of stimulating demand growth. Under centralized decision-making mode, service level is highest, advertising investment is largest and the profit of E-supply chain is highest as well. When manufacturer leads decentralized decision-making mode, not only network service level, advertising investment and the profit of manufacturer can gain better results, but also profit of network platform can be higher while the advertisement effect of increasing demand is big enough. Additionally, it is confirmed that centralized decision-making is better than decentralized decision-making for system operation. Besides, decentralized decision-making mode led by manufacturer is superior to it led by network platform on the condition that advertisement effect is obvious.

Coordination of e-commerce supply chain when e-commerce platform providing sales service and extended warranty service

With the rapid development of cybereconomy and the enhancement of sales service,many e-commerce platforms provide extended warranty service to alleviate consumers from worries about product quality when consumers purchasing products online.This study examines the decisions and coordination of the e-commerce supply chain where the e-commerce platform dominates and provides sales service and extended warranty service.The findings show that the centralised decision-making model is an ideal model because of the low sales price,high service level and high extended warranty price.With the increase of the consumers’sensitivity coefficient to the extended warranty service price,sales price increases but extended warranty service price and service level decrease,the retailer’s profit and the platform’s profit decrease.The proposed contract of‘revenue sharing joint commission’can realise the coordination of ecommerce supply chain.

Recycling decision,fairness concern and coordination mechanism in EC-CLSC

Taking the e-commerce platform’s fairness concern into account,three decision-making models of e-commerce closed-loop supply chain are constructed.Then,the recycling decisions under three models are studied and the impact of fairness concern is analysed.The‘effort costs sharing contract’is proposed to realise the coordination of the supply chain.Finally,the conclusions are verified by numerical analysis.The results show that the e-commerce platform’s fairness concern reduces own profit and the remanufacturer’s profit,and decreases system efficiency.The‘effort costs sharing contract’can realise the centralised model where recycling price of waste products is the highest,commission is the lowest,and system profit is the highest.In the coordinated system,the higher the proportion of remanufacturer sharing effort costs,the higher the profit of remanufacturer.