Coopetition game between social e-commerce and traditional e-commerce considering drainage effect
Based on the supply chain system composed of a single brand manufacturer,a single e-commerce platform and a single social platform,considering the social and e-commerce function of the social platform,three decision-making models of B,S,E were established.The pricing behavior of the brand manufacturer under the three models was studied.Furthermore,the influence of product and experience quality on the profit of each member in the supply chain system was analyzed.The results showed that:brand manufacturer chose social platform as product drainage channel when high quality and low cost were met;compared with the monopoly scenario,the product pricing strategy in the cooperative was as follows:when the product quality was low,the price was set high,on the contrary,the price was set low.Compared with the cooperative scenario,the low price strategy was adopted in the coopetition;to a certain extent,brand manufacturer and the government would have supported the transformation of social platform into e-commerce.
万方数据
维普
