The Pricing And Coordination Of Dual-channel Agriculture Product Supply Chain Considering Channel Power Structure

In the process of agricultural products' circulation,there is always a contradiction between the small farmers and the big markets.Participants of downstream supply chain,such as assemblers,distributors,retailers or leading enterprises,often have greater advantages in the game process of agricultural products supply chain,which leads to the slow growth of income of small farmers who produce crops in the family unit.Farmers' Professional Cooperative(FPC)can effectively improve farmers' position in the supply chain,and improve farmers' output and income.But at the same time,due to the complexity of agricultural supply chain,farmers and other participants in the supply chain are facing a series of new challenges such as channel selection and channel competition.In order to gain advantages in the complex channel pricing and profit distribution,all of participants in the agricultural supply chain need theoretical research to provide reference for their rational decision.At present,no scholars have studied the influence of these factors on the pricing and the profit distribution in the agricultural supply chain,including the channel selection of farmers,the channel power of farmer's cooperatives,the cooperation strategy of the participants in supply chain.To solve this problem,this article focuses on "Pricing and Coordination of Agricultural Supply Chain" based on the theory of agricultural products channel,channel power theory and game theory.Through the model of dual-channel agricultural supply chain,this paper separately studies participants' profit distribution methods in the different channels of agricultural products supply chain,to analyze the decision making preferences of farmers,cooperatives and downstream channel participants.Finally,a case study is carried out.The results show that farmers can increase their bargaining power and profit by joining the cooperatives under the same channel power structure.And the participation of farmers in cooperatives can improve the cooperatives' channel power and increase the overall profits of the cooperatives.However,the marginal contribution of it decreases progressively.When the channel power structure of the cooperative channel reaches the vertical equilibrium,it will affect the output and profit of all the participants in the other channel.Besides,the cooperation among the channel internal participants can effectively increase their income,achieving Pareto improvements within the channel.