Impact of Online Retail Sales Efforts on Contract Selection of E-commerce Platform in Manufacturer Cooperation
In recent years,the online sales volume of e-commerce platforms has undergone significant growth,and the selection of contract for manufacturer cooperation has become an important issue discussed and researched in both industry and academia.This paper consider examined the scenario where a manufac-turer conducting online sales through an e-commerce platform could choose from three contract types in cooperating with the e-commerce platform,namely wholesale price contract,agency contract,and fixed-price contract.Based on practical inspiration and differing from previous discussions which only considered the wholesale price contract or agency contract,it introduced the fixed-price contract and constructed a dy-namic game model of the supply chain with and without sales efforts.With the scenario without sales efforts as a baseline,it studied the impact of sales efforts provided by the e-commerce platform and the manufactur-er on contract choice and manufacturer contract preferences,further examining the consistency of both par-ties regarding the contract.The study finds that the sales effort of the e-commerce platform will expand the range of contract choices(preferences)regarding the wholesale price contract and fixed-price contract by al-leviating the double marginalization effect;while the sales efforts of the manufacturer further enhances its bar-gaining power under the wholesale price contract and fixed-price contract,thereby expanding the choice range of the agency contract for the e-commerce platform,and further revealing the consistency of both par-ties regarding the contracts.This paper revealed the intrinsic mechanism of the impact of sales efforts,and the research conclusions provide theoretical support for the contract choice and operational parameter settings of retailers under scenarios with and without sales effort consideration,offering beneficial management insights for cooperation between e-commerce platforms and manufacturers in the online retail environment.By strengthening information sharing and communication,focusing on maintaining and enhancing cooperative relationships,and considering manufacturer contract preferences,cooperation and sustainable development between e-commerce platforms and manufacturers can be further promoted.
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