Research On The Coordination Method Of Online And Offline Channel Supply Chains For Fresh Agricultural Products

The natural perishability of fresh agricultural products makes it extremely prone to be damaged in the process of production,transportation and entering the market,which damages the profits of fresh agricultural product manufacturers or sales companies.However,with the improvement of material living conditions,people's requirements and dependence on the quality of fresh agricultural products are getting higher and higher.The de-leveling of the Internet and the symmetry of information have solved the problems of too many links in the circulation of fresh agricultural products,the disconnection of production and sales in the sales process.Moreover,the convenience brought by the introduction of e-commerce,which has enabled more and more fresh agricultural products companies choose to open online sales based on traditional offline sales channels.Fresh agricultural products have entered thousands of households through online and offline sales channels,the coexisting supply method of online and offline sales has become a development trend of fresh agricultural products enterprises.However,when online and offline channels coexist,channel conflicts and double marginal effects are inevitable in the supply chain.In order to maximize the benefit of the supply chain members and systems,using contracts to coordinate the supply chain has become a hot research topic.The thesis studies the coordination strategy of online and offline supply chain of fresh agricultural products.First,to study the coordination strategy of A-type online and offline channel supply chain of fresh agricultural products,that is,physical retailers approve fresh agricultural products from suppliers,at the same time,suppliers also sell products directly to consumers through online channels.The portrayed consumer demand not only focuses on the effect of freshness on fresh food quality,but also considers the impact of price and channel cross-price on consumer purchase intentions.Thus,the A-type online and offline channels fresh agricultural products supply chain model is constructed,and the model is solved using the backstepping method to obtain the equilibrium price solution of the supply chain and the profits of the supply chain members.After analyzing the equilibrium solution and the profits of the members of the supply chain,use revenue sharing contract to coordinate the management of the supply chain,and then use numerical experiments to verify the logical correctness of the revenue sharing contract strategy.Second,to study the coordination strategy of B-type online and offline channel supply chain of fresh agricultural products.That is,on the basis of the A-type online and offline channel supply chain,retailers at this time have sufficient motivation to open direct online channels in order to obtain more revenue.Thus,the B-type online and offline channel supply chain model of fresh agricultural products was constructed.After analyzing the model,design the contract method of price discount plus compensation fee to constrain the management of the supply chain members.The contract parameters are obtained under the goal of maximizing the supply chain benefits to achieve a win-win cooperation among the members of the supply chain.Finally,the numerical experiment method is used to verify the reasonableness of the price discount contract strategy.