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Coordination Research On The Dual-channel Supply Chain Of Agricultural Products Under The E-commerce Environment

Posted on:2018-04-03Degree:MasterType:Thesis
Country:ChinaCandidate:X N CaoFull Text:PDF
GTID:2359330518961775Subject:Business management
Abstract/Summary:PDF Full Text Request
With the rapid development of the Internet and the information technology,the dual channel marketing model of fresh agricultural products is the best choice for the suppliers and has received much attention from both the academia and business.However,the consumers are increasingly strict requirements for fresh agricultural products and the retailers are hostile to the online channel because their profits maybe reduced,leading to the unsatisfactory development of the online direct channel.Thus,it has become a hot spot for the scholars to improve the relationship between suppliers and retailers,to weaken or even eliminate the conflict between channels and to realize the coordination of dual channel supply chain through designing rational contract mechanism on the basis of the influence of fresh degree.Firstly,the quantity discount contract was designed to realize the optimization of the dual channel supply chain considering the influence of fresh degree on the demand.Taking the supplier-oriented dual channel supply chain consisting of a supplier and a retailer as the research object,considering the impact of freshness on the demand,and employing the stackelberg game,a comparative analysis was made on the optimal profit level of the supply chain between the centralized and decentralized decision-making.From the point of cooperation,quantity discount contract was designed and then it was demonstrated that the contract can effectively realize the coordination of supply chain and improve the income of the members in a certain range.It was found that after expanding the online direct sales channel,the flexible coordination mechanism can be designed by the suppliers to encourage the cooperation with traditional retailers and the increased supply chain profit can be allocated by members depending on their bargaining power.Secondly,decision-making models were built to coordinate the dual channel supply chain of fresh agricultural products considering the fresh-keeping effort of supplier.Based on the study in the last chapter,considering the loss of freshness and fresh-keeping efforts of the supplier which had effects on the demand,it was analyzed the optimal decisions and profits of the members and the supply chain system under the centralized and decentralized decision-making models employing the stackelberg game,and it was found the profit of the supply chain system under the centralized decision model was greater than that under the decentralized decision model Based on the perspectives of cooperation and maximizing revenues,the two-part tariff contract,the wholesale price contract,and the hybrid strategy,which the retailer shared the part of the preservation effort cost as well as some of his revenue to the supplier,were designed to improve the profits.It was demonstrated that those three designed contracts can realize the coordination of the supply chain and improve the profits for members and the system,while the two-part tariff contract and the hybrid strategy can be effective only in the specific range of the fixed costs and the proportion of traditional channel supply.The supplier can choose the more scientific and effective contract strategy to achieve the coordination of supply chain according to the relative size of the proportion of traditional channel supply,fixed costs,which was depending on the bargaining ability of the members,and other variables.The study shows that those contracts,not only the designed quantity discount mechanism,but the two-part tariff,the wholesale price contract,and the hybrid strategy,can achieve the optimization of the supply chain without affecting the coordination state of the system...
Keywords/Search Tags:fresh agricultural products, stackleberg game, loss of freshness, fresh-keeping effort, supply ratio
PDF Full Text Request
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