Abstract
In the electricity business enterprise different sales model, the different consumer online shopping behavior will result in different market demand, the different market demand for the influence of e-commerce supply chain system is different also, therefore, it is necessary for e-commerce enterprises to determine the network equilibrium conditions of the whole e-commerce supply chain according to the online shopping behaviors of consumers in different market demands under different sales modes, so as to improve the operational efficiency of e-commerce supply chain. Through the analysis of supply chain network, online shopping, consumer behavior and its influencing factors in four levels of supplier, e-retail, express business and market demand, this paper reviews and summarizes the supply chain network equilibrium model and its application research status, and analyzes the equilibrium problem of online supply chain system under different conditions from the perspective of consumer online shopping behavior research. Relevant strategies are proposed.