Study On Operational Optimization Of Rural Circulation Supply Chain Based On Contract Coordination Mechanisms Of Service Supply Chains

The operational optimization of the rural circulation supply chain is very significant in realizing rural circulation modernization, promoting rural economic development and solving the three rural issues of our country. Based on the incentive and coordination mechanisms of service supply chains, this paper discusses and analyses how to optimize the operation of service-oriented agricultural products supply chains, agricultural materials supply chains and rural consumer goods supply chains. Besides, it also determines the goals of optimization, which is to increase profits, realize coordination and rationalize allocation of profits. The paper is divided into five parts:The first part defines the problems of the research and reviews the relevant literatures; The second part accomplishes the study of the basic theories of this paper which focus on the optimal incentive and coordination mechanisms of pure service supply chains and product--service hybrid supply chains under different kinds of contracts; The third part completes applied theory study, namely, to analyze the operational optimization of rural circulation service supply chain in terms of pure products,adding service products,adding service members and the fourth party logistics mode; The fourth part is application research, which puts forwards some strategies for different kinds of service-oriented rural circulation supply chains after analyzing the present situation in our country; The last part is conclusion.Several significant conclusions are as follows:(1) Incentive and coordination mechanisms of service supply chains. In order to realize the overall benefit optimization of service supply chains, integrated service providers need to encourage professional service suppliers.All the service supply chains with the incentive mechanisms under wholesale,buyback, revenue sharing, quantity flexibility or sales rebate contracts are able to achieve coordination. But they have certain requirements about the demand distribution of service products. The profits allocation can be adjusted by parameters of the incentive mechanism, but not by contract parameters. For the service supply chains with incentive mechanisms, the coordination conditions under different kinds of contracts are the same and there exist a "convergence" of different contracts.(2) Incentive and coordination mechanisms of product--service hybrid supply chains. The supply chains in real economy manifest symptom of hybrid. Basically, there are two types of supply mode in hybrid supply chains, namely the unity of suppliers and the separation of suppliers. When in the mode of separation, the optimal incentive mechanism is consistent with that of pure service supply chains. However, the coordination conditions are different from those of pure service supply chains, because the profits of integrated providers and of the whole supply chains include product benefits. When in the mode of unity, the optimal incentive mechanisms and coordination conditions are not consistent with those of pure service supply chains.(3)The operational optimization of rural pure product circulation supply chains. In the traditional operation of agricultural product circulation supply chains, there are some strategies to increase the profits of supply chains, which are to add agricultural products or service products, increase agricultural salvage value, reduce operational costs. And there are also strategies to increase the profits of peasants, which are to increase agricultural salvage value, reduce the production costs of per farmer, grant the peasants the pricing right. In agricultural products supply chains, the negotiating power of peasants is the maximum in the one-to-many model (different markets) and the minimum in the many-to-many model. In the agricultural materials supply chains, farmers are more powerful in the one-to-many and many-to-many models, but less powerful in the one-to-one and many-to-one models. As for rural consumer goods circulation, the demand centralization strategy can be taken into consideration, which is based on the time or space.(4)The operational optimization of service-oriented rural circulation supply chains. There are three patterns to realize the servitization of rural supply chains, which are adding service products, adding service members and introducing the fourth party logistics providers. In agricultural products supply chains with adding service products, the effort costs and negotiating power are very important exogenous parameters for improving performance. With the pattern of adding service members, the rural supply chains need to reduce the operating costs and effort costs of agricultural material manufacturers, distributors and service suppliers. The main value from the pattern of introducing the fourth party logistics providers lies in the optimization effects of centralized decision-making, specialization, scale, quickly-response,etc.(5) Improved strategies for the operation of service-oriented rural circulation supply chains. The key strategies are cultivation of service products, the incentive mechanisms to service suppliers, the coordination mechanisms of supply chains, adding service members, enhancing peasants' negotiating power, contract innovation, the unity and separation of suppliers based on the strategies of adding service products, direct marketing or distribution, introducing the fourth party logistics providers, regulationg management parameters of the quantitative models and the demand centralization based on time or space, etc.