Research on Manufacturers'Sales Model Considering Consumers'Channel Preferences
With the development of e-commerce and the increasing diversification of consumer behavior,it is particularly critical for the development of enterprises to master consumers'preference for shopping channels.Therefore,this paper constructs a two-level supply chain model including manufacturers,traditional retailers and e-commerce platforms,and studies manufacturers'sales model selection(reselling and agency selling)on e-commerce platforms under the influence of consumers'channel preferences.The results obtained by mathematical derivation and numerical simulation show that:①Under the same sales model,different products have different sensitivity to consumers'channel preferences.② Under different sales models,the comparison of product price is closely related to the commission fee.③By comparing manufacturers'profits under different models,it is found that factors such as consumers'channel preferences,product substitution degree and commission fee jointly affect manufacturers'choices.
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