Research on the Selection of Supply Chain Marketing Models Based on E-commerce Service Levels  

作　　者：Weijia Ding Liyun Wu 

机构地区：[1]School of Energy Science and Engineering,Henan Polytechnic University Jiaozuo 454000,China

出　　处：《Proceedings of Business and Economic Studies》2021年第4期197-207,共11页商业经济研究（百图）

摘　　要：Based on the game theory,the service sensitivity coefficient is introduced to construct four marketing game models,which include a single flagship store,a single self-operated store,a direct sales-flagship store,and a direct sales-self-operated store,in combination with numerical analysis methods to analyze manufacturers and e-commerce platforms in different situations.The study found that the service levels affected the profit of each entity in the supply chain.The service levels of self-operated stores were higher than those of the flagship stores,and the opening of direct sales channels had a stimulating effect on the service levels of e-commerce platforms to a certain extent.In consideration of the service levels and the ability to build direct sales channels,the direct sales-flagship store marketing model is the best choice for manufacturers whereas e-commerce platforms are more inclined to open self-operated stores.However,the opening of manufacturers'direct sales channels is not necessarily beneficial to e-commerce platforms.

关 键 词：E-COMMERCE Marketing mode Service level Game theory 

分 类 号：F42[经济管理—产业经济]