Research On Dual Channel Coordination Mechanism Of Fresh Food Supply Chain

The customer's consumption patterns and sales of fresh food suppliers are changed as prevalent trend of Internet applications and development of e-commerce,more and more enterprises open up direct sales channels online.Coexistence of online distribution channels and traditional distribution channels has become a business marketing strategy choice.In this paper,we systematically retrieve the literatures on dual-channel coordination of fresh food supply chain in recent years.It is found that the published articles mainly focus on the characteristics of deterioration rate of spoilage,construction of market demand function,and the design of different coordination contracts.Therefore,differential equation of quality deterioration is constructed based on Arrhenius Equation,and the demand function of traditional channel and direct channel are constructed under the principles of static discretization and rationality,considering the influences of time and temperature on fresh-keeping cost.We analyze the optimal decision of Stackelberg Game in centralized and decentralized control state,revenue sharing contract and cost sharing contract are designed to carry out dual channel coordination.Then,value function of master-slave Differential Game is constructed by HJB equation,considering the dynamics and continuity of decision-making.Based on static discrete decision-making,functional maximum value is studied by centralized and decentralized decisions.And the coordination effect between revenue sharing contract and cost sharing contract is analyzed.Finally,under the principles of dynamic continuation and irrationality,the payment function of Evolutionary Game is constructed by the value function of differential game.The Jacobi Matrix is used to judge the evolutionary stability and analyze the evolution path of the system.The sensitivity analysis and coordination effects were carried.To conclude,we use the Stackelberg Game,Differential Game and Evolutionary Game to analyze dual-channel coordination problem.The theories of game theory,optimization theory,optimal control theory and mechanism design theory are applied to extend the theoretical researches on coordination of fresh food supply chain.