Research On Cross-border E-commerce Supply Chain Collaborative Management Of Fresh Agricultural Products

In recent years,with the pace of industrialization of fresh agricultural products cross-border e-commerce has been accelerating.the world's seafood,fruit and vegetable products,meat and poultry products through cross-border e-commerce platform transactions have become more and more commom.Information sharing,demand transmission and cross-border payment are carried out through cross-border e-commerce platforms,and fresh products are delivered from suppliers to consumers via domestic and foreign logistics service providers.Each subject and each link together constitute a closely connected and mutually influencing cross-border e-commerce supply chain system for fresh agricultural products.British logistics and supply chain expert Martin Christopher has pointed out:"The 21st century is no longer the competition between enterprises,but the competition between supply chains and supply chains." The ability of supply chain collaborative management is the core competition of supply chain.At present,the cross-border e-commerce industry of fresh agricultural products is developing rapidly in China,but the supply chain management of fresh agricultural products is still in the primary stage,and there aresome urgent problems to be solved,such as weak corporate awareness and poor business connection,Low level of information sharing among node companies,etc.these problems are the embodiment of supply chain coordination.Therefore,analyzing the causes of the lack of coordination in cross-border e-commerce supply chain of fresh agricultural products,finding out the key factors of coordination management,and putting forward coordination management strategy,with great theoretical and practical significance.Based on the theories of cross-border e-commerce and supply chain coordination,the cross-border e-commerce supply chain coordination management of fresh agricultural products is studied in the study.Firstly,the influencing factors of cross-border e-commerce supply chain collaborative management of fresh agricultural products are extracted by grounded theory.Then,the key influencing factors of cross-border e-commerce supply chain coordination for fresh agricultural products are screened by using the Interpretive Structure Model(ISM).In order to further explore the impact of key factors on supply chain coordination,the structural equation Model(SEM)is used to construct the research model and put forward the research hypothesis.Finally,an empirical study is carried out with the case industrial park to fit the survey data and test the hypothesis,the influence degree of each factor on the cross-border e-commerce supply chain collaborative management of fresh agricultural products is obtained and the cooperative management strategy is put forward.The results show that information synergy has the greatest impact on the cross-border e-commerce supply chain synergy of fresh agricultural products,followed by Logistics Synergyand partnership relationship;Enterprises' willingness to cooperate without directly influence on the supply chain coordination.Based on the research results,the collaborative management strategy is put forward from three aspects:Information Collaborative Management,logistics collaborative management and collaborative relationship management,to provide theoretical and practical guidance for enterprises to solve the collaborative management of cross-border fresh agricultural products e-commerce supply chain,and promote the healthy development of cross-border fresh agricultural products e-commerce industry.