Research On E-commerce Of Fresh Products Supply Chain Coordination Strategy

With the development of social economy,consumers' demand for fresh products has been gradually changed from quantity to quality,which to a certain extent has promoted the development of e-commerce of fresh products supply chain.As the quality of fresh products is greatly affected by environmental factors,and consumers for the timeliness of product delivery,personalized pursuit,so fresh e-commerce for product quality control and logistics service management is particularly critical.However,quality control and logistics service management will increase cost input and indirectly affect the benefit of supply chain.In the operation of the supply chain,the fresh e-commerce enterprises have the absolute leading right,the downstream e-commerce enterprises get the greater benefits in the operation process,but the upstream fresh suppliers get relatively less benefits.To a certain extent,the enthusiasm to participate in cooperation has been reduced.Therefore,in the process of e-commerce of fresh products supply chain operation,how to protect the interests of the members of the supply chain is the key to the coordination of the e-commerce of fresh products supply chain.On the basis of consulting a large number of literatures on the e-commerce of fresh products supply chain,based on the relevant theories of fresh products,electronic commerce and supply chain coordination,the coordination of e-commerce of fresh products supply chain is discussed in depth.Based on the analysis of the current situation of the supply chain,the necessity of supply chain coordination is discussed according to the existing problems and the causes.The product quality and service quality are the important factors that need to be considered in the e-commerce of fresh products supply chain coordination decision.On this basis,with the goal of profit maximization and game theory,this paper makes quantitative analysis on the secondary e-commerce of fresh products supply chain,which is composed of the fresh e-commerce platform and the supplier,and separately analyzes the centralized decision-making mode and the decentralized decision-making mode.After analyzing the profit composition of the e-commerce of fresh products supply chain under the coordinated contract model,the system is optimized by solving the parameter range.The validity and feasibility of the e-commerce of fresh products supply chain coordination model are analyzed by introducing the fresh product data from the e-commerce platform,and then the conclusion is drawn.Through the rational use of the influencing factors of the e-commerce of fresh products supply chain merchants,the reasonable allocation of the income increased by coordinated contract decision,the attention to the relationship between the development and the fresh suppliers,the establishment of incentive and constraint mechanism based on information sharing.It can coordinate the supply chain effectively,reduce the possibility of supply chain maladjustment,and realize the coordinated development of the e-commerce of fresh products supply chain from the perspective of long-term development.