A Study On Dual-channel Supply Chain Of Fresh Agricultural Products Under The Subsidy Of Third Party Platform

The rapid development of e-commerce and the constant improvement of cold chain logistics facilities,many agricultural products supply chain enterprises open network channel and form dual-channel supply chain.Who set up the network channel to be the consider of the suppliers and retailers currently while the network is needed.To attract consumers,increase sales,the third party platform will subsidies consumers,this will have an influence on fresh agricultural products dual-channel supply chain.In view of these,this paper studies the dual-channel supply chain of fresh agricultural products under the subsidy of third party platform.First,considering the single channel situation of fresh agricultural products,constructing centralized decision-making and decentralized decision-making game model from the consumer utility perspective,using the Stackelberg game to solve and comparing analysis.The results showed that the demand of centralized decision is higher than that of decentralized decision,so is the total profit of supply chain.Secondly,considering dual-channel supply chain.Constructing game model of the centralized dual-channel,suppliers dual-channel and retailers dual-channel,getting the optimal decision.By comparing,we found that the total profit of dual-channel supply chain is higher than single channel supply chain.When it is supplier dual-channel,the profit of supplier will increase,the profit of retailer will decrease.When it is retailer dual-channel,the profit of retailer is increased,the profit of supplier is increased unless the product network fitness is small.Supplier dual-channel is advantageous to supplier,retailer dual-channel is advantageous to retailer.Finally,we consider dual-channel supply chain of the fresh agricultural products when the third party platform subsidies the consumers of network channel.We found that the third party platform subsidies can increase the profit of supply chain,the platform is more willing to subsidize the supplier dual-channel supply chain.