Risk Coping Strategies Study On The Supply Chain Of Supermarket-Farmer Direct Purchase

In recent years, the government stressed several times to improve circulation efficiency and reduce distribution costs within related documents. For the experts in the field, the development of agricultural products distribution innovation has become one of the hot business outlook, so supermarket-farmer direct purchase attract the attention of the public.The model of supermarket-farmer direct purchase owns some significant advantages compared to the traditional model, but also faces some risk like the general agricultural supply chain inevitably. Among all of the risk factors, random demand and yield are important ones. Compared with the traditional trading, which refers to the relationship between farmers and wholesalers mainly, farmer and supermarket establish a new and closer cooperative relationship which is beneficial for both sides to explore and implement effective supply chain risk response measures on the principle of mutual benefit.Random yield is the most significant risk factor of the agricultural supply chain. Furthermore, the biggest feature of random yield during the agricultural production is that there is no chance of emergency production to replenish. But most of the existing related research ignored this since their studies took the industrial areas as background. So this paper combined the research of supply chain under random yield with the actual situation of agricultural supply chain and proposed different types of risk coping strategies with no secondary market or one for emergency replenishment.Then this paper analyzed how the punishment mechanism and additional purchase mechanism effect the output, optimal decision and efficiency of the supply chain theoretically. Studies have shown that both of the punishment mechanism and additional purchase mechanism can encourage farmers to produce more and reduce the marginal effect of the double marginalization effectively, resulting the improvement of the supply chain efficiency. Furthermore, random yield risk strategy can also make the total supply chain profits equal to the centralized decision-making. Finally, numerical analysis verified the above theoretical analysis.