Agriculture Products' Decision In Multi-channel Supply Chain Under Logistics Service Level Affect Demand

Agriculture is an important area to expand domestic demand and adjust the industrial structure.Under the "Internet +" environment,its integration with agriculture increased fresh-agricultural marketing channels,which will have a positive impact on agriculture development but left new challenges to coordination optimization and management.Based on different channels' sales trends,this paper researched on agricultural products as it has aging requirements and management difficulties which increased the high requirements.This paper studies the optimization and coordination of "+ Internet" multi-channel retail supply chain of agricultural products as the level of logistics services will have influences on demand.In the "Internet +" environment,this thesis has been done in the perspective of the supply chain,using different subjects,different channel structure,and considering the impact of the logistics level.It used the consumer utility function to count out the demand function.It founded two channel structure: for the first one,there is only two ways for sale,the one is the producer's network channels,the other is retail entity Channel;for another,there are multi-channels,including the producer's network channels,retail entity Channel and the retailer's network channel.Here analyzed the optimal decision-making variables,and made sensitivity analysis of each factor,getting the influence of each factor on optimal strategy.Under different channel structures,this thesis has analyzed different impacts on supply chain's optimal decision with different coefficient of logistics service cost and consumers' sensitivity to the logistics level and provided a decision-making basis.It shows that the conclusion as follows will be proposed in this paper.The demand of physical channels decreased with the increasing of the acceptance degree of the network sales channels.In the process of selecting the channel model,from the perspective of the supply chain system,the choice of whether to open the network channel or to make the specific size of the new channel,the manufacturer,and the retailers should be in the specific comparison of consumers' acceptance with the two way.From the perspective of different stakeholders,different consumers' acceptance of the sales channel of the manufacturer or retailer and the logistics cost coefficient's difference will lead to different sales strategies.The results of this thesis can provide decision-making guidance and theoretical support for the manufacturers and retailers in the multi-channel supply chain of fresh agricultural products,so that the supply chain managers can take appropriate countermeasures in a violent and turbulent environment.