Research On The Coordination Of Dual-channel Supply Chain Of Fresh Produce Based On Contract Theory

The development of electronic commerce,makes the call for "Internet +agriculture" is becoming more and more high,thus purchase channels of fresh agricultural products have also changed,more and more fresh agricultural products provider to online marketing,development of double channel sales model.The emergence of online direct marketing channels while expanding sales channels of fresh agricultural products supply chain,promote the development of the fresh agricultural products supply chain,but also brings a lot of problems and challenges,one of the most important is the fierce competition between the various channels and the resulting conflicts of various channels.In order to solve these problems and effectively coordinate the conflicts in the dual channel supply chain,this paper introduces the contract theory to coordinate the research,mainly in the following aspects.First of all,through literature review and the understanding of the reality,to analyze the existing dual channel supply chain fresh agricultural products circulation mode,there are conflicts and causes and adopt the principle of contract coordination.For hybrid channel model,based on stackelberg game,on the basis of building the dominated by suppliers consider supplier provides two levels of keeping fresh of fresh product dual channel supply chain model,will focus on the situation of the optimal decisions compared with decentralized decision making situation,found that the supply chain under decentralized decision making overall profit is lower than the profit under centralized decision situations,which means that it is necessary to carry out double channels of fresh agricultural products supply chain coordination optimization,so the contract theory are introduced to coordinate on it.Secondly,we set up a dual-channel supply chain model of fresh produce under the condition of revenue sharing contract and price discount.Analysis found that both types of contracts are able to achieve dual channel supply chain coordination,when using revenue sharing contract,the supply chain profit will increase,and when the revenue sharing factor reaches a certain value,the double channels of fresh agricultural products supply chain enterprises on both sides can achieve win-win situation.In the case of the use of price discount contract,when the price discount rate b = double channels of fresh agricultural products supply chain to achieve optimal decision,and the use of the overallprofit before the contract after the contract has been increased,this contract double channels of fresh products can make effective coordination of supply chain.But with the increase of the price discount rate b,that is,the improvement of price elasticity coefficient,while it is possible to increase the overall profit and retailers,and the retailer's profit growth also will increase,but the suppliers of raw products profits are in decline,the better status for retailers to make the implementation of the supplier is not willing to accept the price discount contract,therefore,retailers can consider to adopt measures of payment transfer,compensation for fresh product supplier part of the increased profits,enables the supplier to willing to use price discount contract.Then,by numerical calculation,to prove the validity of the model,the profit sharing factor,price discount and supplier level variables such as double channels of fresh agricultural products supply chain profit is analyzed,the influence of the factor that revenue sharing contract in a certain range,the supply chain to achieve the optimal overall profits.As the price discount rate rises,so does the profits of the participants in the supply chain of fresh produce.In the case of revenue sharing contract,the overall profit of suppliers,retailers and dual-channel supply chains increased with the increase of supplier's fresh level v.While in use before,during and after the price discount contract only fresh agricultural products chain of suppliers and double channel chain overall profit increases with the increase of fresh level v,retailers profit changes before and after the contract was different,the contract before the retailer's profit increased with the increase of supplier preservation level drops,and after the lease contract,the retailer's profit is as fresh level increases.Finally,by using two kinds of contracts under the coordination,found that the results of fresh product suppliers if you want to get coordination in supply chain on the basis of obtain more profits,can choose to adopt the revenue sharing contract.Since the profit of the retailer is increased under both contracts,the retailer will cooperate actively regardless of the contract.In the end,this paper summarizes the research conclusions of this paper and finds out its own shortcomings,so as to clarify the research direction of the next step.