Study Of Coordination Mechanism For O2O Fresh Agricultural Supply Chain Considering Information Asymmetry

With the disposable income and consumption level improving,and the increasingly mature e-commerce operation mode and technical support,more and more people started in the online procurement of fresh fruits and vegetables,seafood and other fresh products as necessary daily food,but also for fresh food freshness,namely the quality of logistics of cold chain logistics and put forward more high demand.Although the logistics industry has developed rapidly,but the loss of fresh products is still the biggest problem,the reason mainly has several aspects: one is the domestic security of fresh produce cold chain logistics equipment and the preservation of backward technology,but did not have a large area of application;two is the current situation of information asymmetry for fresh products should exist chain and market the farmers produce fresh goods cannot reach the most needed,the frequent vegetable base wound and dish you hurt people phenomenon,makes the profit of the supply chain to reduce.Based on the two level of fresh agricultural products supply chain as the research object,combined with the current most popular business model O2 O model,analyzes how the fresh agricultural products supply chain decision in O2 O mode,to explore the supply chain coordination mechanism under asymmetric information.This paper focuses on three aspects of fresh agricultural products under the O2 O model,including offline cost perturbation,online price perturbation and cost information asymmetry.Firstly,the decision model of fresh agricultural product supply chain under traditional channel is established,and the influence of time constraint on sales volume,price and profit in supply chain is investigated.Secondly,a combination of fresh agricultural products supply chain decision model of O2 O,when the cost of the line disturbance effect on supply chain channel sales and profits,while the third party business platform online channels provide preferential subsidies lead to the effect of supply chain decisions on price disturbance,multiple decision variables compared to centralized decision and the decentralized supply chain.Then,consider the cost of asymmetric information in the supply chain under the condition of the centralized decision as reference,according to the traditional channels,O2 O line,O2 O line cost price disturbances,the design of revenue sharing contract and quantity discount contract,quantity discount contract,improved the traditional wholesale price contract and the improvement of the wholesale the price of the contract,respectively with different situation to coordinate the fresh agricultural products supply chain,finally through the numerical analysis of cases and charts,verify the validity of the contract and coordination mechanism.