Research On The Coordination Management Of Supply Chain For Fresh Agricultural Products Based On Hybrid Dual-channel

The promotion of Internet plus agriculture in all-round way and the shift of people's consumption idea promote more and more fresh agricultural product manufacturers and retailers to open online sales channels on the basis of consolidating the traditional offline channels,and the fresh agricultural product hybrid dual-channel supply chain develops rapidly.While manufacturers and retailers promoting their sales both online and offline propels the advancement of the whole fresh industry,it also breaks traditional structure of the supply chain,which makes supply chain links more complex and variable,channels conflict with each other and even the profit of the whole supply chain goes down evidently.Most of the existing studies on the coordination of fresh agricultural products' dual-channel supply chain focus on the manufacturers' dual-channel,but few studies on the manufacturer-retailer hybrid dual-channel.This thesis studies the coordination problem of fresh produce supply chain based on manufacturer-retailer hybrid dual channel,which tries to start from the channel conflict that exist in the supply chain,dig channel conflict factors,while exploring the fresh agricultural products manufacturer-retailer hybrid dual channel coordination mechanism and management measures of supply chain channel conflict,and providing decision-making advice for fresh agricultural products production manufacturers and retailers.Aiming at the coordination problem of hybrid dual-channel supply chain,this thesis sorts out and induces the development of dual-channel model,and generalizes three supply chain models: manufacturer dual-channel,retailer dual-channel and the hybrid dual-channel of the both together.Starting from the types of hybrid dual-channel conflicts,this thesis analyzes the causes and manifestations of intra-channel conflicts and inter-channel conflicts,and finds that price is the main factor leading to hybrid dual-channel conflicts,and reasonable pricing decisions can control channel conflicts.Therefore it puts forward the countermeasure that establishing cooperative contract to design reasonable profit distribution mechanism and making reasonable pricing decision can realize the coordination of hybrid dual-channel supply chain.In view of the manufacturer-retailer hybrid dual-channel of fresh agricultural products supply chain coordination problem,this thesis establishes the manufacturerretailer hybrid dual-channel fresh agricultural product pricing model based on the manufacturer dual-channel fresh agricultural product pricing model,analyzing intra-channel conflicts and inter-channel conflicts which existed in the supply chain from a quantitative point of view,designing a traditional revenue sharing contract to coordinate it,and improving the contract to coordinate the model again after verification failure.At the same time,this thesis analyzes the influence of consumers' preference on the price,freshness and channel of hybrid dual-channel fresh agricultural products supply chain,and puts forward the coordination and management strategy of the hybrid dual-channel fresh agricultural products supply chain based on the research conclusion.