Research On Pricing Of Fresh Products E-commerce And Profits Distribution Of Logistics System

With the development of the Internet economy,the E-commerce of fresh products develops rapidly.Under the background of rapid development,there is a prominent problem:it is different to make profit for E-commerce.Freshness is a key factor which influences the demand of fresh products.So,how to delivery the fresh products to consumers quickly and timely with good quality is a challenge for E-commerce.The mode of "E-commerce of fresh products+cold logistics+End-point" is a good way to solve this problem.In this mode of logistics operation,consumers buy fresh products from E-commerce through online,logistics companies are responsible for the trunk transportation of fresh products,and the terminal End-points provide consumers with convenient and flexible self-pick-up service.However,as independent decision-makers,the members of logistics system maximize profit by standing in their own point.The conflict of different goals generates double marginal effect,which results in the loss of whole benefits of logistics system.Firstly,this paper discussed the optimal pricing of decentralized decision-making,partial centralized decision-making(the alliance of E-commerce and End-point,the alliance of E-commerce and logistics enterprise,the alliance of logistics enterprise and End-point)and centralized decision-making under Stackelberg game.Then,this paper analyzes the profits of five different mode.Studies showed that the sales price of fresh products is lowest,but the whole profits of logistics system is optimal under centralized decision-making.The partial centralized followed,and the decentralized is the worst.So,we suggest that when making decisions,E-commerce should firstly chocse to fully collaborate with logistics enterprises and End-points,and the second choice is to ally with logistics enterprises or the End-points.By comparing the profits of five modes of decision-making,this paper puts forward the second problem,that is to say how to make the overall profits of decentralized decision-making and partial centralized decision-making to reach the level of centralized decision-making,then,how to distribute profits among the members.In order to solve the problem of goal difference among members in logistics system,this paper discussed profits coordination problems of decentralized decision-making and three partial centralized decision-making.And providing contacts for each decision and the scope of the contract parameters.Taking into account the factors(such as the risk bearing capacity,the degree of preservation efforts and the degree of cooperative effort)that affect the profits distribution of logistics system,and the limitation of contract methods,this paper introduces the improved Shapley value method to distribute benefits among members of logistics system.Finally,this paper verifies the effectiveness and feasibility of revenue sharing contract and cost sharing contract,Shapley value method by a numerical simulation.