简介:TheE-supplychainisformedgraduallyalongwiththedevelopmentofnetwork,whichisgettingmoreattentionamongenterpriseswithuniqueadvantages.ThreeE-supplychainoperationmodesareconstructedinthispaper,thentheoptimalpricingandadvertisingstrategiesunderthosemodesarestudiedandcompared,whicharedemonstratedwithnumericalexamples.Theresultsofcomparisonandanalysisshowthat:Sellingprice,networkplatformservicelevel,advertisinginvestmentandtheprofitsofmanufacturer,networkplatformandE-supplychainallincreasewithadvertisingeffectivenessofstimulatingdemandgrowth.Undercentralizeddecision-makingmode,servicelevelishighest,advertisinginvestmentislargestandtheprofitofE-supplychainishighestaswell.Whenmanufacturerleadsdecentralizeddecision-makingmode,notonlynetworkservicelevel,advertisinginvestmentandtheprofitofmanufacturercangainbetterresults,butalsoprofitofnetworkplatformcanbehigherwhiletheadvertisementeffectofincreasingdemandisbigenough.Additionally,itisconfirmedthatcentralizeddecision-makingisbetterthandecentralizeddecision-makingforsystemoperation.Besides,decentralizeddecision-makingmodeledbymanufacturerissuperiortoitledbynetworkplatformontheconditionthatadvertisementeffectisobvious.