Research On Two-way Revenue Sharing Contract Coordination To Dual-channel Fresh Agricultural Product Supply Chain

With the comprehensive popularization and development of Internet and network technology,e-commerce as a brand-new business model,has become more and more widely used.Many manufacturers sell their products in traditional retail channel,at the same time,open online direct marketing channels to sell products directly to terminal consumer.E-commerce era,no matter from the Angle of enhance the competitiveness of the enterprise market or customer requirements,the implementation of supply chain of double channel strategy is a good choice in the development of The Times.But also have to see the implementation of the double channel conflict of upstream and downstream enterprises,So about the double channel coordination problem is becoming a hot spot of research in recent years,Using contract to coordinate the supply chain as the importance of supply chain coordination mechanism in supply chain coordination plays an enormous role.Fresh agricultural products as the people daily life the biggest commodity consumption,In the field of clothing,3c is electricity strictly under the red sea market,the field of fresh agricultural product like a discovered new world,for each electricity extremely attractive.Traditional industry has been rapidly transition to Internet marketing,and fresh agricultural products electricity also get the favour of a large number of investors,is considered to be the next important category.In the field of fresh agricultural products have been two seemingly contradictory problems,"vegetable price cheaper harm the farmers" and "prices are high harm the public people".Image shows the necessity of construction of a reasonable system of fresh agricultural products supply chain,to maintain a "field" to "table" smooth virtuous circle mechanism.This article on the basis of analyzing the fresh agricultural products dual channel supply chain agriculture-supermarket jointing circulation pattern,and in this pattern research the supply chain contract coordination in the first place,on the base of the hypothesis of rational man,building a Fresh agricultural products dual channel supply chain central decision-making model,decentralized decision-making model when different people as the leader of supply chain.And a two-way revenue sharing contract coordinate model.After that,Break through the traditional rational economic man hypothesis,building a considering the risk avoidance behavior of manufacturer.At last,compared and analyzed the optimal decision of every model by example,and sensitivity analysis of fresh agricultural product freshness/revenue sharing coefficient and the manufacturer risk aversion degree.