Research On Coordination Mechanism Of Dual-channel Supply Chain Of Fresh Produce

Taking advantage of E-commerce,more and more enterprises have added fresh agricultural products into channels of online direct sales,rapid development,the development of dual channel sales model.This makes traditional offline retailers and online vendors no longer just upstream and downstream,but there is still a competitive relationship,although in a certain range of competition can make the transaction the development of the market to the positive aspects.The profits of the whole supply chain system was be decline because in the lack of effective control,resulting in channel conflict.Based on the analysis of the operation mode of the dual channel supply chain of fresh agricultural products,and then take measures to coordinate the conflict between the two channels.This article will carry on the research from this aspect,and draws the conclusion.First of all,through reading a lot of literature summary,fully understand about fresh agricultural products in the dual channel supply chain development present situation,summarizes the two channels of circulation mode,the conflict type,why the conflict and how to design the contract theory to coordinate the conflict.Secondly,through game theory,the relative model is built for the dual channel supply chain of fresh agricultural products.The beginning of the model of fresh agricultural products in dual channel supply chain coordination simple description,and according to the special assumptions of parameters,then build the centralized and distributed model based on coordination under any contract,and through the analysis of the conclusion.Then the price discount contract and revenue sharing contract model,analyze,the fresh agricultural products in the dual channel supply chain coordination to eliminate conflicts,and draw relevant conclusions,under the condition of using price discount contract coordination,the transfer payment mechanism is introduced.Then,through the investigation of the data and the parameter settings of theliterature are combined with the characteristics of this study;the parameter values were determined,and the numerical analysis was carried out to verify the feasibility of the model.At the same time,through the calculation and mapping of MATLAB7.0,this paper analyzes the influence factors of the price discount rate,freshness and market share of the dual channel supply chain profit.Finally,this paper is summarized,and find out the deficiencies,determine the future direction of research.Based on the analysis,we can conclude without any contract,under the centralized decision of the dual channel supply chain of fresh agricultural products,the profit is higher than the decentralized decision-making.Therefore,a coordination contract is adopted to maximize the profit under decentralized decision-making.The analyze shows that both price discount and revenue sharing contracts can play a role in coordinating the dual channel supply chain of fresh agricultural products.But the price discount to the transfer payment mechanism can promote the supply chain and retailers accept the price discount contract,the optimal profit,revenue sharing contract is required to take reasonable revenue sharing coefficient,otherwise still can not supply chain coordination.The influence of decision variables can be obtained through analysis,improve the price discount rate,each participant can increase the profits of the supply chain,as well as the freshness,and freshness is increased.The supply chain’s profit increases,market share can also influence the fresh agricultural products supply chain participants in dual channel profits,both suppliers and retailers will strive for greater market share,make their own profit.