Research On Pricing And Coordination Strategy Of Fresh Agricultural Product Supply Chain

In recent years,Chinese agriculture is in the process of traditional agriculture moving towards modern agriculture.Fresh agricultural products are an important part of modern agriculture,and the operation mode of its supply chain has attracted much attention.With the adjustment of Chinese agricultural industry structure and the pursuit of quality of agricultural products,some high-end fresh produce has emerged.With the rapid development of e-commerce and logistics technology and changes in people’s needs,the "Internet + Agriculture" model has been applied in reality,and fresh ecommerce has developed rapidly.More and more fresh produce producers choose to use the e-commerce platform for online direct sales,and combine with traditional retail channels to develop into a dual-channel sales model.The development of online direct sales channels has broadened the marketing methods of distributors,retailers and manufacturers,and enriched consumers’ shopping choices.Some large-scale high-end fresh produce producers have used the e-commerce platform to broaden their marketing channels.The essence of the model is the dual-channel model dominated by producers.While promoting the diversified development of the fresh agricultural product supply chain,this model has also caused many contradictions and conflicts,such as price competition and the loss of cooperation between different channels.In order to effectively alleviate the conflicts in the supply chain channels,this paper constructs the income model of the members of the fresh agricultural product supply chain under the dual channel,and uses the theory of game theory and contract theory to study the price decision and coordination of the supply chain under this model to make members reach a cooperation.This paper focuses on the characteristics of fresh agricultural products and network direct sales channels: fresh agricultural products are perishable,and network channels are affected by consumer acceptance.Based on these two characteristics,this paper constructs a linear demand function,and derives the optimal decision price when the supply chain members pursue their own profit optimally and chooses decentralized decision-making,and analyzes the impact of preservation level and online shopping unacceptability on their price decision.It is concluded that both parties should pay attention to the preservation of products and strive to improve network channels and reduce the unacceptability of consumers.When supply chain members are in an ideal state and make centralized decision-making,the total profit of the supply chain is optimal in this case,so both parties can adopt appropriate cooperation mode to achieve supply chain optimization.Since the price of fresh products is affected by its freshness,this paper combines real life cases and proposes a single discount price strategy,deduces the optimal price discount rate,and enriches the research on the price decision of fresh products under the dual channel mode.In order to realize the coordination of supply chain,this paper designs a contract mechanism based on revenue sharing mechanism.The study found that the members of the agricultural product supply chain channel can use the cooperation mode of “cooperative promotion fee + revenue sharing” to achieve channel coordination.The profit lost by the agricultural product retailer can be compensated by the form of payment transfer of “cooperative promotion fee”,and the higher the profit distribution coefficient,the higher the cost of the transfer.The bargaining power of agricultural producers and retailers affects their own profits.The higher the bargaining power of the producer has,the less the promotion fee the producer pays,and the producer can earn more profit.This method can achieve the purpose of supply chain coordination,and provides theoretical basis and method support for the coordinated optimization of agricultural supply chain in the future.This paper uses numerical simulation to verify the correctness of the model solution,and more vividly analyzes the price and profit of the supply chain members affected by different factors,and describes how the contract mechanism can effectively achieve supply chain coordination.Finally,we summarize the conclusions of the paper,find out the shortcomings of this paper and propose a vision.