Coordination Of Fresh Products Supply Chain Based On Crowdfunding Under The Background Of New Retailing

Under the traditional sales model,multi-level distributors will take improper measures to maintain product freshness during the distribution process,which will undoubtedly worsen China's grim food safety.At the same time,the phenomenon of low prices at the origin and high prices at the consumer also appear due to excessive intermediate transfer process.Secondly,traditional decentralized production ways lead to limited production scale,high cost,and uneven quality of agricultural products.Furthermore,due to geographical difference and inconvenient transportation,farmers can only sell products to wholesalers at low prices or face the problem of slow sale,which make the profits obtained are squeezed and famers enthusiasm fall.Therefore,facing the unbalance between supply and demand about agricultural products and low production enthusiasm of farmers,it is necessary to change the traditional sales model,actively embrace new sales ways increasing farmers' income.As a new sales model,crowdfunding can meet farmer's,the New Retailing e-commerce platforms',the policy of ecommerce to support agriculture and consumers' requirements,while we cannot ignore the impact of information asymmetry of pre-sales.Therefore,it is of great significance to study the price decisions and set up a coordination mechanism for the unbalanced income of fresh crowdfunding in the context of the New Retailing.Considering the background of crowdfunding to support agriculture and information asymmetry between upstream and downstream entities in the fresh crowdfunding supply chain comprehensively,this paper studies a two-level fresh agriculture supply chain consisting of the initiators of crowdfunding projects(agricultural producers)and the third-party logistics.Incorporate consumer altruistic motivation into the research category,and use this to classify consumers in the market to analyze the decision of fresh crowdfunding supply chain in different situations.First,discuss optimal crowdfunding pricing decisions and benefits without considering consumer altruism under the information asymmetry,and analyze the impact of information asymmetry.Secondly,consider the optimal crowdfunding decision in the market where are both altruistic consumers and ordinary consumers under information symmetry and asymmetry,and focus on analyzing the impact of information asymmetry when considering consumer altruistic motivations.Finally,based on information asymmetry making the unstable development of this model,in order to promote information sharing among members of the supply chain and ensure consumer interests,we establish transfer payment mechanism and a consumer supervision mechanism,and make the long-term development of the fresh crowdfunding model.In short,through crowdfunding and income compensation,it can help small and medium-sized agricultural product producers to alleviate the lack of production funds and profit squeezed,so that it can become an important channel for helping agriculture producers,and consumers can also get a more satisfactory shopping experience.The research can provide a reference for the fresh products supply chain with crowdfunding to determine crowdfunding price,logistics service price and quality cost input when taking into account the different types of consumers in the market,and improve crowdfunding success rate.