Research On Pricing And Promotion Of Fresh Agricultural Products Under Different Sales Models

With the development of network technology,more and more people are no longer shopping from offline physical stores,they have started online shopping.The huge scale and infinite potential of the online trading market has led all walks of life to join this unknown business area.This is not true.Fresh agricultural products industry has also joined in.With the support of government policies and the rapid development of Taobao,Jingdong and other comprehensive e-commerce platforms,many fresh agricultural products enterprises and even suppliers have added online direct marketing channels.The supply chain model of fresh agricultural products in China has changed from a single traditional retail model to a traditional one.The dual channel mode exists in both retail channels and online direct sales channels.Adding network direct marketing channels,although providing consumers with more diversified shopping channels,will inevitably bring impact on traditional channels,and increase the difficulty of supply chain management coordination.In view of this background,this paper assumes that the supplier of fresh agricultural products as the leader of the whole supply chain and has always grasped the dominance,and wholesale retailers as followers.In the single-channel model,suppliers and retailers are cooperative relationships;in the dual-channel supply chain model,the suppliers of fresh agricultural products are not only the suppliers of retailers,but also the strong competitors of fresh agricultural products retailers.This paper studies the pricing strategies of suppliers and retailers and their profits under single-stage and two-stage supply chain models.Firstly,consulting a large number of documents,summarizing the literature,analyzing the research background of fresh agricultural products dual-channel and the research status at home and abroad,fully elaborating the traditional marketing channel,network direct marketing channel and the coexistence model of the two channels.This paper will use visits,field visits and questionnaires to analyze the behavior of supply chain members.Secondly,aiming at the single-stage model,we construct the most basic model of "supplier + consumer","network direct marketing channel" and "two-channel coexistence".Using Stackelberg game theory,we take suppliers as the dominant players,select the order of decision-making,and discuss the different pricing strategies of suppliers and retailers under three single-stage models.And their profit changes.Then,in view of the two stage model,the two stage supply chain coordination mechanism of fresh agricultural products is studied.The supply chain model of fresh agricultural products in two stages was constructed,and the changes of interests of each member of the supply chain under centralized and decentralized decision-making were analyzed respectively.Finally,the mathematical analysis,combined with single-stage,two-stage,single-channel and dual-channel supply chain models,considering the freshness function and the continuity of demand information updating and other factors,using MATLAB,Mathematica and other tools to analyze and solve the model,and an example is analyzed.The pricing strategy and profit space of the supply chain members under different stages and modes are analyzed.