Research on Pricing and Quality Decision of Competitive Supply Chain under E-commerce ODM Model
In the process of consumption upgrading,e-commerce enterprises have set foot on the ODM model.Compared with mature brand products,pricing and quality decision-making for emerging e-commerce self-owned brand products are the key to their success.By constructing a two-level supply chain between one manufacturer and two competing brand sellers,this paper discusses the pricing decision under different power structures of centralized and brand sellers,and analyzes the influence of product quality sensitivity on brand pricing,quality level and supply chain profit of e-commerce ODM.The results show that the purchasing price,selling price,sellers'profit and supply chain total profit of different brands are positively correlated with product quality sensitivity.When the international well-known brand sellers are in a dominant position in the market,the total profits of different brand sellers and supply chain are better.At the same time,when e-commerce self-owned brand sellers are in a dominant position in the market,the overall profit of the supply chain is likely to be at a low level,which is not conducive to the long-term operation of the supply chain.
E-commerce ODM modelcompetitive supply chainStackelberg game
NETL
NSTL
万方数据
