Research On Decision And Disruption Management In Dual-channel Supply Chains Of Fresh Products

With the continuous promotion of "Internet plus Agriculture" and the rapid development of fresh e-commerce,more and more manufacturers and retailers of fresh product have opened online sales channels in addition to original traditional offline sales channels,and actively carried out the dual-channel sales mode.Although the newly opened online sales channels broaden the marketing channels of manufacturers and retailers,they also make supply chain decision-making and management much harder.With the improvement of living standard,the change of shopping concept and the improvement of consumption capacity,consumers are more and more accepting to purchase fresh products through online channels and paying more attention to the quality of fresh products.At present,China’s cold chain technology is still not perfect,loss problem of fresh products in each link of the supply chain is relatively serious,so fresh products enterprises are increasingly concerned about freshness-preservation of fresh products.In addition,various emergencies,including natural disasters,food safety incidents and major public health events,have occurred in recent years,disrupting the normal operation of fresh product supply chain and bringing huge losses.In this paper,fresh product dual-channel supply chain is taken as the main research object,and with consideration of fresh product freshness,effective product rate and freshness-preservation effort,the decision-making models of fresh product dualchannel supply chain based on retailer and manufacturer are established.Firstly,this paper discusses the optimal pricing and production decisions in a stable state and respectively coordinates these two modes of dual-channel supply chain through the quantity discount contract and revenue sharing contract.In analysis of freshnesspreservation effort,this paper find that whether in the dual-channel supply chain based on retailer or in the dual-channel supply chain based on manufacturer,supply chain members’ freshness-preservation effort can improve freshness and effective rate of its product,is beneficial for improving demand of their own channels.The optimal product price of their own channels decreases firstly and then increases with the improvement of freshness-preservation effort level.On one hand,the improvement of freshness preservation effort level can reduce the loss rate and add the demand,and on the other hand,it is also necessary to control the cost of freshness-preservation effort.The optimal freshness-preservation effort decision is conducive to maximizing the profit of the supply chain.Then,with the comprehensive consideration of the disruptions of total market demand,production cost,consumer’s channel preference and delivery cost caused by emergency,this paper discusses emergency pricing and production decision and adjustment scheme of both the dual-channel supply chain based on retailer and the dualchannel supply chain based on manufacturer,and puts forward adjustment scheme of coordination contracts after multi-factors disruption.On the basis of model calculation,this paper analyzes the influence of relevant disruption parameters’ change on the optimal emergency decision and supply chain’s profit.We find that,if multiple disruptions are in the same direction(positive/negative),mutual promotion of disruptions would magnify emergency’s influence on supply chain,and if multiple disruptions are in different directions,offset of disruptions would weaken emergency’s influence on supply chain.In addition,when the comprehensive disruption caused by emergency is relatively small,the production plan in the original steady state is robust to a certain extent.Supply chain members do not need to adjust the production plan,and only need to adjust selling prices of dual-channel to maximize the profit of the supply chain.However,when the comprehensive disruption caused by emergency is large,the original production plan is no longer applicable.Only by increasing or reducing the total supply chain output and adjusting selling prices of dual-channel accordingly can the overall profit of supply chain be maximized under the emergency.