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

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