The Study On Dual-channel Supply Chain Contract Coordination Leading By Fresh Food Supermarket

The advent of “New Retail” era accelerated the transformation and upgrading of the entire retail industry.As a representative of physical retail,part of the chain supermarkets begin to build dual channel supply chain of fresh products with developed purchasing network and meeting consumer experience for products.However,due to serious competition homogenization of online products and services,lack of experience in online platform operation and the weakness of the cold chain logistics system at the early stage,there are few successful chain supermarkets.Therefore,fresh food supermarket,E-commerce enterprises and other related subjects of dual-channel supply chain in this industry are gradually exploring the “complementary advantages”,“win-win co-operation” and other cooperation strategies.But the decision that enterprises always aim at maximizing their own benefits will still lead to the double marginal effect of supply chain and conflicts between different channels for common customers in dual channel supply chain of fresh products,and the rise of conflict will directly reduce the overall performance of the dual channel supply chain,and even hinder its continued operation.Based on the realistic background that fresh food supermarkes plan the whole channel layout,this paper reviews the domestic and international research on dual channel supply chain,supply chain contract and fresh product supply chain.Then,it takes the dual-channel supply chain leading by fresh food supermarket as the research object,and establishes the basic decisio model including two forms of concentration and dispersion without contract mechanism after defining and clarifying its connotation,characteristics and the content of coordination.According to the decision results,it is proved that the dual-channel supply chain leading by fresh food supermarket is not in harmony.Thus it constructs a contract coordination model by bringing into the combination contract with traditional and reverse revenue sharing contract.And then obtains the basic conditions of effective contract parameters that can realize supply chain coordination by theoretical deduction.Finally,combined with the relevant data from authoritative literature and research,the effectiveness of contract coordination is verified by using SPSS and MATLAB software.The research shows that the combination contract of traditional and reverse revenue sharing contract can be used as a way to coordinate the dual-channel supply chain leading by fresh food supermarket under certain conditions.It suggests that fresh food supermarkets and E-commerce enterprises can choose a suitable contract parameter value within the scope of the above basic conditions according to the degree of cooperation maturity or competitiveness of the two sides to implement,so as to explore a development strategy for physical supermarket and traditional retail enterprises to deal with the new format change.