On The Game And Coordination Of Dual-Channel Supply Chain Of Fresh Agricultural Products

Under the e-commerce environment, the network consumption of fresh agricultural products become the norm. And in the face of the big unified e-commercial market of the agricultural products, the original entity management are also starting to transform the circulation mode on the basis of the physical existing channels, opening up a new network of fresh agricultural products market and forming dual channel supply chain model. Involvement of new network channel has a certain impact on the original agricultural entity operating, so the conflict between two channels becomes an urgent issue to solve. Meanwhile, Chinese fresh agricultural products electricity suppliers are currently just starting, there are many problems such as the insufficient of logistics and distribution capabilities. Therefore, in order to achieve the combination of experience and service offline and the low price and high efficiency online, the supply chain of fresh agricultural products needs to analyze the types and causes of the main conflict between double channels so that the reasonable coordination management strategy could be put forward to realize the improvement of the overall performance in supply chain.First of all, taking the dual-channel supply chain of fresh agricultural products as the research object, this paper analyzes several basic modes and features of the dual-channel, and summarizes the types of channel conflict, and further points out the factors of this situation from four parts: price, product, promotion and logistics.Secondly, considering the impact of price and logistics distribution service on the demand of agricultural products, a dynamic game model of fresh agricultural product, Stackelberg was constructed, which is dominated by food company, leading the optimal pricing decision by comparing supply chain between centralized decision-making and the independent. While the profit of the supply chain members before and after the opening network channels were analyzed to identify the root causes of dual channel conflict. According to the results of the analysis, this paper proposes the coordination of agricultural revenue sharing contract model of double channels, and verifies the validity of the model by combining with the double channel game analysis. Also, it discusses the influence of different logistics services on the supply chain, and puts forward the conclusion that narrowing the channels between logistics and distribution services is a way to coordinate agricultural conclusions of the two channels.Finally, on the basis of above research, taking consumers’ preferences and channel selection into account, build a three-stage dynamic game model of the integration of resources during the fresh produce supply chain online and offline distribution. Moreover, research from the perspective of the integration of logistics resources, advises to coordinate the flow of fresh produce dual-channel by reduce logistics service differentiation between the two channels. At the same time, through three-stage of supply chain decisions and a game analysis studied the the effect of the variables in the fresh agricultural products supply chain result from retailers’logistics value-added services. In the end, an example is presented to reveal the impact of logistics value-added service on the the variables of fresh agricultural products supply chain, and to prove the validity of the strategy of integrate logistics resources which aims to improve supply chain performance and coordination of dual-channel.