Research On Management Strategy Of Fresh Agricultural Product Supply Chain Under Different Sales Modes

With the improvement of people's living standards,the demand for high quality fresh agricultural products is increasing.Due to the short development time of fresh produce in China,there are cases of inefficiency and serious waste in the circulation process.However,in the face of broad development prospects,fresh agricultural products enterprises have adopted various channels to quickly enter the market and strive to make a difference in this blue ocean.In recent years,with the rapid development of e-commerce,many industries have adopted online direct sales to sell products.Considering the original traditional sales model,there are two different sales channel models for companies that adopt the online sales model.In the context of the current dual-channel sales model,the original partnership between offline retailers and online suppliers has evolved into a coexistence of competition and cooperation.Reasonable and orderly competition is conducive to the development of the market economy,but when the conflict of interest is large enough,there will be interest disputes,resulting in a conflict between the dual-channel sales model.In the absence of market supervision,channel conflicts in the dual-channel supply chain will lead to the loss of profits in the entire supply chain,which is not conducive to the rational and orderly development of the market economy.First of all,by reading the literature on relevant fresh agricultural products,we fully understand the inherent characteristics and development status of fresh agricultural products in China.This paper analyzes the current supply chain and its characteristics of fresh agricultural products supply chain in China,considers the sales situation of fresh agricultural products under the e-commerce environment,and then analyzes the reasons and channels of supply chain conflicts of different fresh agricultural products under different sales models.The type of conflict and the factors that influence channel conflicts.Secondly,under the condition of fully understanding the channel conflicts of fresh agricultural products under different sales modes,the management strategy research is carried out by designing a reasonable contract mechanism.Analyze the supply chain management strategy research without any contract mechanism,and add the freshness function of fresh agricultural products while considering the characteristics of fresh agricultural products.By establishing the Stankelberg game model,the supply chain model under centralized decision and decentralized decision mode is established.Through analysis,the conflicts existing in the supply chain channel are obtained,and it is found that the supply chain profit cannot be maximized under the decentralized decision-making mode.By implementing the revenue sharing contract model for coordination,the overall profit is optimized.Based on the dual-channel supply chain of fresh agricultural products,consumers are included in the supply chain as decision-making entities.Offline sales channels provide logistics services for online sales channels,thereby increasing sales of online sales channels,and suppliers provide compensation to offline retailers.Based on this,a three-channel model of fresh agricultural products was established.Through the establishment of a model,a comparative analysis of online and offline sales prices and market demand for logistics services provided by wireless retailers was conducted.Through the analysis of the example,the model results were verified and analyzed.Finally,through the theoretical analysis and empirical research results,the research of this paper is summarized,the future research is prospected.