Research On Online Sales Mode And Channel Decision Model Of Fresh E-commerce

In recent years,under the background of governmental support for agricultural development,fresh agricultural products e-commerce has sprung up rapidly.By 2017,the market scale of fresh agricultural products e-commerce has reached 141.8 billion yuan,an increase of 60% over the previous year,with a rapid development momentum.But in the process of development,there are still many problems.There are two ways to choose between on-line e-commerce platform and traditional off-line distribution when fresh agricultural products manufacturers sell their products.There are also differences between on-line e-commerce platform and non-on-line platform for fresh agricultural products.And the cold chain plays an increasingly important role in the fresh supply chain.The level of cold chain service affects the loss rate of product circulation.The price of cold chain transportation also directly affects the unit product cost.With the addition of third-party cold chain service providers,how will the producers of fresh agricultural products,cold chain service providers and e-commerce platforms make decisions,and what will the total profit and social welfare of the supply chain be? From the perspective of fresh agricultural products producers,this paper compares and analyses the differences between different fresh agricultural products supply chain structures,and explores the impact of cold chain service providers on the decision-making of the members of the supply chain and on the overall supply chain.The first chapter of this paper mainly introduces the research background and significance of the paper.The second chapter introduces the concepts related to fresh agricultural products and related research status,and summarizes the literature related to this article,through the summary and review of the relevant literature,leads to the value of this study.Chapter 3 focuses on the differences between online and offline distribution modes of fresh agricultural products,and studies the decision-making situation of each member of the supply chain and the social welfare situation at this time.Chapter 4 discusses whether fresh agricultural producers should be stationed in e-commerce platform within the model of e-commerce platform,and analyses the decision-making situation of each member of the supply chain and the total profit situation of the supply chain at this time.The fifth chapter summarizes the research contents and achievements of this paper,and puts forward the research prospects of this paper.The research shows that in online e-commerce platform consignment mode and traditional offline distribution mode,when the product service level of cold chain service provider is exogenous,only when the market scale is large enough and the producer has a favorable revenue sharing ratio,the producer will choose the e-commerce platform consignment mode,while when the cold chain service level is endogenous,only a large-scale producer will choose the e-commerce platform consignment mode.In terms of social welfare,we find that if the market size is relatively small,the distribution model will bring more social welfare,while when the market size is large,the e-commerce platform can bring higher welfare.In the research of whether the producer should be stationed on the platform or not,in the case of exogenous cold chain transport price,the cold chain service providers provide the same level of service for the two modes.If the producer sets up a reasonable revenue sharing ratio,then the producer's non-stationed on the platform will be more conducive to the total profit of the supply chain.However,when the price of cold chain transportation is endogenous,the total profit of supply chain is higher only when the producer does not enter the platform,and the level of cold chain service will be higher.