زهرا شيروانيان

In recent decades, due to the rapid growth of e-commerce, online marketplaces have attracted a lot of attention, and there is intense competition among them. Under such a situation, to maintain market share, online marketplaces should adopt effective strategies. In this study, a discount price strategy is introduced, and the online marketplace adopts this strategy. According to this strategy, the market share is maintained by making the customers loyal. In addition, since the delivery time is important in the online selling channels, the seller invests in reducing the delivery time to improve the market share. In this investigation, a dynamic model is proposed to analyze the dynamic effects of the delivery time and price discount level on the online marketplace over time. In addition, the evolution of the online marketplace reputation and customers’ loyalty are analyzed over time. The proposed model is examined under the decentralized and centralized structures. Then, a cost-sharing contract is developed to coordinate the supply chain to enhance the profitability. The data from a case study is used to eva‎luate the proposed model. The results show that considering the dynamic effects of the delivery time and price discount improves the online marketplace reputation over time. In addition, the discount price strategy is able to enhance the customers’ loyalty and demand. furthermore, the proposed coordination contract not only improves the profitability of the supply chain and members but also increases the customers’ loyalty level and online marketplace reputation over time. Therefore, the proposed coordination model is of significant importance.

مديريت زنجيره تامين پويا , هماهنگي زنجيره تامين , شهرت بازارگاه الكترونيكي , استراتژي تخفيف قيمت , زمان تحويل

Dynamic supply chain management , Supply chain coordination , Online marketplace reputation , Price discount strategy , Delivery time

Zahra Shirvanian

Dr. Seyed Mehdi Hosseini Motlagh