Research On Pricing And Service Coordination Of Fresh E-commerce Supply Chain Under Competitive Environment

The Internet economy has driven the development of fresh agricultural products.Under the background of rapid development,consumers have higher requirements for freshness of fresh produce,more diversified demand,and more convenient shopping,which has prompted the pattern of fresh e-commerce.However,behind the high transaction volume,the fresh e-commerce industry is difficult to make a profit.The reason is that due to the particularity of fresh products,the circulation link is seriously depleted and the cost is high;on the other hand,consumers pay more attention to utility and service,and as a major member of the supply chain,fresh e-commerce companies and Logistics service providers do not have enough power to separately maintain fresh food and service optimization.This ultimately leads to it is difficult for consumers to buy fresh and low-priced products.The consumer shopping experience is poor,the repeat purchase rate is low,and the profit of the supply chain members is naturally difficult to be guaranteed.In order to improve consumer satisfaction and increase customer loyalty,how can fresh-business e-commerce,as the leader of the supply chain,consider various factors to formulate product pricing and service decisions?Moreover,corporate competition has been transformed into competition in the supply chain.Under different competition modes,what impact will competition factors have on supply chain decision-making?How should e-commerce companies balance conflicts and develop incentives to promote mutual cooperation among members of the supply chain so that the entire supply chain system can unify goals?Therefore,this paper analyzes and studies based on the above three issues.(1)It analyzes the problems existing in the cooperation between fresh e-commerce and cold chain logistics service providers and the key factors affecting the utility of consumers.The main factors affecting consumer utility are considered into the utility function to construct a secondary supply chain decision model consisting of a single fresh e-commerce and a single cold chain logistics.The Stackelberg game method is used to analyze the optimal profit solution of each subject in the supply chain under different degrees of decision model.The results show that,regardless of decentralized or centralized decision-making,this paper designs a "revenue sharing + cost sharing" contract to coordinate the profit distribution among members of the supply chain.(2)This paper introduces the competitive factors,so that the system contains two competing and cold chain logistics service providers.Due to the existence of mutual logistics service level and freshness preservation level,the cold chain logistics capacity is not only affected by its own.the impact of preservation replacement rate and service replacement rate on supply chain operation efficiency is analyzed,and two decentralized decision models with different decision orders are considered.(3)The double-chain competition is extended to the competition of fresh supply chain network,and a multi-layer supply chain network equilibrium model based on pricing and service quality competition is established.The analysis of the algorithm shows that the profit of each decision-making body depends not only on its own price,quality of service but also on the decisions of competitors.Further explain the importance of competitors.Further explain the importance of competitive factors in the operation of the supply chain.This study will provide some reference for the pricing and service decision of fresh e-commerce enterprises under the background of e-commerce,as well as the incentive and benefit coordination of cold-chain logistics service providers.It will help to improve the freshness of fresh products,service quality of cold-chain logistics enterprises and consumer utility.