Research On Network Equilibrium And Differedtial Game Of Fresh Agricultural Supply Chain Based On Effort Levels

Fresh agricultural products are daily necessities and have become an indispensable part of people's lives.However,it is highly susceptible to the external environment,and has seasonal and perishable characteristics,resulting in serious loss of the entire fresh agricultural supply chain.In the production and sales process of fresh agricultural products,the quality and quantity of products are vulnerable to the effort level of the supply chain members.It is of great significance for supply chain members to increase their efforts to improve production,storage,distribution,and sales capabilities,and to reduce the loss of agricultural products.It is necessary to promote the supply chain management of fresh agricultural products and enhance the profits of all members and the overall supply chain.And with e-commerce giants continue to explore the fresh market,it is especially important to study the supply chain of fresh agricultural products with multi-producer and multi-retailer efforts in a competitive environment based on a dynamic perspective.Firstly,network equalization approach is adopted to establish a network equilibrium model for fresh agricultural supply chain,which takes multiple manufacturers' and multiple retailers' effort level into consideration,and characterizes the relationship among supply chain members in competition and cooperation.Under competition and cooperation,we study the optimal effort level of supply chain members and its impact on the quality,sales volume and price of fresh agricultural products.Secondly,based on the dynamic perspective,the supply chain is studied by differential game method,and the contract of revenue sharing and cost sharing is selected to coordinate the supply chain.Finally,through the above research,we put forward corresponding suggestions for the fresh agricultural supply chain in real life.The result shows that maintaining the same level of effort for all network members is conducive to improving the overall supply chain profits.In the case of producers' respective decision to make their own effort levels,producers should pay closely attention to competitors' effort levels.In the case of retailers' respective decision to make their own effort levels,retailers need to be concerned about the effort levels of the producers and competitors.When the revenue sharing and cost sharing contract are adopted to study the differential game model of the fresh agricultural supply chain,the supply chain coordination can be achieved only when the proportion of revenue sharing equal to the cost sharing ratio.And the higher cost-sharing ratio and the lower-yield sharing ratio are more conducive to the improvement of the supply chain parties and overall profits.Under the background of "Internet +",based on the dynamic perspective,it is of great practical significance to study the fresh agricultural supply chain network under the competitive environment.The research results can provide decision-making suggestions and theoretical references for the enterprises which related to the fresh agricultural supply chain,and also provide valuable suggestions for improving the overall profit of the supply chain.