Porcelain Supply Chain Coordination Considering the Preferences of Consumers against the Background of E-Commerce

Abstract

In e-commerce transactions, the packaging level of porcelain, to a certain extent, determines the loss rate of goods in the transportation process. Therefore, encouraging decisionmakers to improve the packaging level is key to coordinating the supply chain of porcelain. Considering consumers’ preferences for packaging level, this paper constructs three kinds of porcelain supply chain decision-making models, including the impact of the packaging level on porcelain transport losses and after-sales problems caused by transport losses. Using Stackelberg game knowledge, the equilibrium decision and supply chain profit under three decision models are compared and analyzed. The main findings are as follows: the decision and profit are better in the centralized decision-making mode. In the decentralized decision-making model, the profit of the leader is higher than that of the follower. Consumers’ preferences for porcelain packaging and the value coefficient of packaging protection have a positive effect on the improvement of supply chain profits and the level of porcelain packaging. In addition, in view of the decentralized decision-making model led by suppliers, this paper introduces a joint contract to encourage the members of the supply chain to improve the packaging level of porcelain and achieve the perfect coordination of the supply chain.