Research On The Benefit - Sharing Strategy Of Supply Chain - Oriented Fresh Agricultural Products Supply Chain

China is an agricultural country, agriculture is an important part of the national economy, its production and trade affect the economic system and social development of the pace of reform. China’s agricultural production and big market contradictions have become increasingly prominent. How to reduce the circulation link, reduce the transaction costs of agricultural products, establishing an information sharing and efficient agricultural products trading platform has very important significance. Fresh agricultural products are seasonal, cyclical, regional, perishable, difficult storage characteristics increase the difficulty of the study. Agricultural products are the typical newsboy model, its physical and chemical properties of the production, it has very big limitation, surplus products will decay and other special reasons but also to the study of supply chain contract brought great limitations. The supply chain of agricultural products has been studied for a long time, and the agricultural supply chain is generally from the agricultural super docking, e-commerce platform and so on.Supply chain is around the core enterprise, through the logistics, information flow control, the flow of funds, from raw materials to the hands of consumers all processes, including suppliers, manufacturers, distributors, retailers, consumers are connected into a whole chain network structure. The coordination of supply chain is a management method through a series of decisions and plans in the system of the enterprise, to produce an effective management mechanism to coordinate the supply chain process. The purpose is through the optimization of supply chain processes related to improve the operation efficiency.Price is one of the important elements of supply and demand of traditional counterparty in a two player game, the auction is a kind of typical price decision mechanism, reasonable price formation mechanism is also internationally recognized. It provides a fair, transparent competitive way for participants. Agricultural products pushed through the auction sales are very common in countries such as Holland, China to Kunming International Flower Auction Center as the representative, the practice proved that, the agricultural products auction provides transaction efficiency at the same time, reduce transaction costs, public information sharing mechanism of market price to play a guiding role, reducing both transactions risk.In this paper, starting from the whole supply chain, in order to price formation mechanism, study the coordination of supply chain; analyzes a series of problems from the supplier to the retailer’s revenue, including income of their problems in decentralized decision and centralized decision. The revenue sharing contract to study both voluntary compliance mechanism. The innovation point is considered as the third party intermediary auction market to join to the chain effect of the risk sharing, each member of the supply chain by the addition of third square, improve flexibility of supply chain. The study found that, agricultural products can get more profit in centralized decision, the introduction of the revenue sharing contract, can improve the benefit of the whole supply chain from the certain extent by mutual consent, and realize the coordination of supply chain; third party auction market added can improve supplier and retailer profit, while reducing transaction the time cost, improve supply chain better flexibility and adaptability; centralized auction as a new way of sale of market of fresh agricultural products supply chain design.