Abstract:

The product distribution strategy under “offline experience， online purchase” mode， and the impact of different distribution methods on supply chain performance are studied. Considering the consumer utilities， the game model with an online brand supplier， an e-commerce platform and a third-party logistics service provider （TPL） is constructed， the influence of parameters such as the service level of showroom and technical service rate on delivery strategy is discussed， and the supply chain profit under different circumstances is further analyzed. The results show that when the service level of showroom is low， the optimal strategy of online brand supplier is to outsource distribution service to TPL. When the service level of showroom is moderate or high， the technical service rate will also significantly affect the expected profit of the online brand supplier， and he should choose self-supporting distribution service or outsourcing distribution service to the e-commerce platform. The introduction of TPL will aggravate the double marginalization effect， resulting in low efficiency of the supply chain system， while the supply chain profit in other situations is affected by the parameters such as the delivery costs， the service level of showroom and the technical service rate.

Key words: O2O supply chain, online brand supplier, showroom, distribution services, operational decisions