Coordination Strategy Of Fruit And Vegetable Dual-channel Supply Chain Under Price Discount Contract

Rapid development of e-commerce and "Internet+agricultural", a lot of people pay great attention to e-commerce of last piece of blue ocean, which is fruit and vegetable products e-commerce. Many traditional fruit and vegetable suppliers to actively expand e-commerce sales channels, which forms the dual channel, and the dominant supplier is not only the traditional supplier of fruit and vegetable retailers, but also is the strong competitors, eventually forming the long-term uneven distribution of interests, this dissertation is based on the background of this study.Firstly, rely on fruit and vegetable dual channel supply chain as the research background, which includes a supplier of fruit and vegetable products and a retailer of fruit and vegetable products, and dominated by fruit and vegetable suppliers, fruit and vegetable retailers as subordinate. In this dissertation, consult relevant literatures to understand the present situation of fruit and vegetable supply chain coordination, and define the double channels for fruit and vegetable products, then analysis of the supply chain channel conflict. The author uses the investigation and research to understand the connotation of double channel supply chain of fruits and vegetables, and analyzes the causes of the channel conflict and the formation of the channel conflict.Secondly, adopting the method of game theory to solve the conflict of supply chain, considering the centralized and decentralized decision-making under the form of supply chain profit. According to the construction of the model need to develop parameters, set the demand function to consider the freshness, the basic model is constructed without price discount contract coordination. Then the price contract is introduced, and the price contract parameters are set, and the supply chain coordination model of double channel supply chain with price discount contract is established. According to the results of the coordination, we can make fruit and vegetable supply chain members are willing to accept the price discount contract price transfer payment conditions, make the supply chain members get the Pareto optimal improvement.Finally, Based on the established model and proposition, sensitivity analysis was carried with market size, price discount rate, transfer payments and freshness for sensitive coefficient. On the basis of model hypothesis and model calculation results, follow the principle of control variable method, the data table can be obtained with a single variable changing, then analysis sensitivity on the basis of the results of diagram.In this dissertation, using the game theory analysis, the conclusion is height reach under the double channel in price discount contract of supply chain coordination, the price discount rate meet requirement is that the price discount rate is equal to fruit and vegetable retailers price sensitive coefficient. Fruits and vegetables under the double channel in price discount contract of supply chain to achieve coordination, fruits and vegetables than no price discount retailer’s profits will increase and profits for the fruit and vegetable suppliers compared to the price discount contract to reduce the overall supply chain profit compared with no price discount is also said to increase. Fruit and vegetable supply chain double channels when price discount contract to coordinate, can carry on the improvement of Pareto, to achieve the Pareto optimal retailer can afford the price to pay limits.