Research On The Coordination Of Pulse Flow And Agricultural Products Supply Chain Under Social E-commerce

With the continuous advancement of science and technology,logistics supply chains have been greatly developed,but in the field of agricultural product supply chains,the problems of unsalable agricultural products,"difficult to sell and expensive to buy" have not yet been effectively resolved.Due to the characteristics of timeliness,seasonality,regionality and other characteristics of agricultural products,there will be a large supply of agricultural products to the market.Since traditional e-commerce is to connect supply and demand through centralized distribution information,it is difficult to efficiently and cost-effectively mass The matching of supply and market demand makes it difficult for the agricultural product supply chain to achieve clearance of agricultural products in the short term,resulting in unsalable damage and economic losses.In recent years,social e-commerce has developed rapidly and has risen strongly.The difference between social e-commerce and traditional e-commerce lies in the marketing model.Social e-commerce takes product word-of-mouth,personal influence,and trust as the core.Through social interaction between people,it can achieve traffic fission-type communication,thereby forming pulsed demand(Form a large amount of demand in a short time)and match the large supply of fresh agricultural products on the market,which provides the possibility of achieving a balance between supply and demand;in addition,traditional e-commerce is centralized promotion and marketing,and social e-commerce is decentralized to make marketing Channels are sinking,crowd-sourcing product marketing to lower store owners and even consumers.The consumers of traditional e-commerce are only buyers,while the consumers of social ecommerce are both buyers and sellers,so low-cost and efficient communication of advertisements can be achieved.Based on the above background,this paper first analyzes the existing problems of the supply chain under the traditional e-commerce,then analyzes the operation process of the fresh agricultural products supply chain under the social e-commerce and the pulse flow formation mechanism,and based on the supply chain of time-varying demand The model is compared and analyzed,and it is concluded that the social ecommerce model has the advantages of lower sales price and larger sales volume than the traditional e-commerce model.At the same time,when certain conditions are met,the total profit of the supply chain will be higher,which can effectively improve the current imbalance between supply and demand of agricultural products and the problem of "selling hard to buy expensive".Next,we further study the impact of the pulsed traffic of two different types of social e-commerce on the pricing decisions of each member of the supply chain.In the supply chain,based on the premise of surplus supply of agricultural products on the market,and based on the principle of unequal production and marketing,a secondary agricultural product supply chain with agricultural product suppliers and social e-commerce as the main body is constructed.Social content ecommerce that focuses on the promotion of the value of agricultural products,builds a supply chain decision model by introducing social marketing service level factors,studies the impact of social marketing service level on supply chain coordination decisions,and uses Stackelberg game theory to analyze and solve;pay attention to price discounts to reduce customers The purchase cost of social sharing e-commerce,through the construction of MS small world network,using the classic SIR model and multiagent modeling method to study the impact of social sharing e-commerce price discount strategy on agricultural product supply chain coordination decision.The conclusions of this study have the following implications for the agricultural product supply chain:The social e-commerce sales model is more capable of gathering potential demand in the market than the traditional e-commerce sales model,and can reduce the terminal sales price to a certain extent,bringing benefits to suppliers and consumers.For agricultural product suppliers,when there is oversupply of agricultural products,there is a risk of slow-moving depreciation and loss.When the supplier needs to dump during the product validity period,it should choose to cooperate with social e-commerce and pay a certain social platform service cost to increase social e-commerce.The level of marketing services to achieve pulsed flow promotion of agricultural products,and reached a revenue sharing contract with social e-commerce to achieve optimal sales and supply chain profits.For traditional e-commerce,the centralized information distribution model has been difficult to meet the online sales demand of agricultural product suppliers when supply is excessive.In order to improve the competitiveness of enterprises,the decentralized The two-pronged marketing model brings greater benefits to the enterprise.