| Since the first batch of fresh e-commerce entrepreneurs entered the Chinese market,capital and e-commerce companies have been coveting by the high growth rates and the trillion-dollar market potential of fresh e-commerce.However,the situation covered by the rapid development is that a large area of fresh electricity supplier losses.The perishable characteristics of fresh products directly results in three major operational problems: high timeliness in the distribution of fresh products,high circulation loss in the normal temperature service system,and high logistics costs.A small number of strong fresh electricity suppliers choose self-built cold chain mode,such as SF preferred,Jingdong,Yi Guo fresh and so on.Through the use of cold chain(procurement,storage,distribution and other aspects)to improve customer satisfaction,but the cost has always been high,the development of fresh electricity supplier has gradually evolved into a hot topic.From fresh electricity supplier point of view,there are three profit-making enterprises,that is,origin of agricultural products,cold chain logistics,end-users.Looking for high quality and stable sources of supply and efficient cold chain logistics distribution services and selling them at a price that customers consider reasonable is the key to enhancing customer satisfaction and creating greater returns.In the process from the origin of agricultural products to consumers,how to reduce the loss,how to improve the delivery experience and service quality and how to control the logistics cost have become the core of enterprise development,the appropriate cold chain service chain is indispensable.In order to break the operation plight of the fresh electricity suppliers,take the service chain synergy operation as the main line,a three-echelon cold chain service chain which is composed of agricultural producers,cold chain service providers and fresh electricity suppliers was built.And according to the different core leaders,the cold service chain is divided into three modes.At the same time,taking the cold service chain led by cold chain service providers as an example,with the aid of the Stackelberg game model,and the benefits of different cooperation methods of the service chain subject are analyzed to explore the necessity of cooperation by introducing the freshness of agricultural products.After that,using game theory to establish the game model to analyze the dynamic process and influencing factors of the evolution of cooperation and competition mechanism in service chain,and then put forward the relevant mechanisms to promote the construction of service chain and the cooperation among member enterprises,and provide some operation and management theoretical reference to the member enterprises in the service chain.Then,taking into account the main influencing factors that affect the cooperative competition in the cold chain service chain,the risk level,main contribution,effort(innovation input),firm strength,and bargaining power are taken into account,the overall profit in the service chain is rationally allocated by using the Nash negotiation model based on asymmetry.Finally,the Sichuan Sunshine Taste Fruit Industry was taken as an example,on the analysis of the cold service chain model and the status of benefit distribution,a fair and reasonable benefit distribution plan was formulated with the help of the previous research.This research has achieved certain results through the study of the profit of cooperation among cooperative members of the cold chain service chain,the game of co-opetition,the construction of profit distribution model and its application research.In the future,the development of the cold service chain can be analyzed from the perspectives of horizontal and vertical alliances,establish a multi-game model,and comprehensively consider various influencing factors,so as to scientifically and reasonably formulate profit distribution plans for horizontal and vertical alliances of service chains. |
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