Dual-Channel Supply Chain For Agricultural Products Based On Product Greenness Decision-Making And Coordination Research

Recently,while the quality of life of the nation has improved significantly,resource and environmental problems are getting worse,and the issue of food safety continues to attract social attention.Therefore,the greenness of agricultural products has gradually become an important factor influencing consumers’ purchase.Along with the fast development of ecommerce and mobile terminal payment,traditional agriculture has started to upgrade online through the Internet,especially after the country puts forward the policy of "Internet+" agriculture and encouraged agricultural products to be sold through the Internet,agricultural products enterprises that try to open online sales channels and broaden sales paths through the Internet are emerging.Against this background,it is of great importance for enterprises to steadily promote their development and create sustainable income by taking the greenness of products as the basis to measure the health of agricultural products and discussing the rationality of producing green agricultural products,the feasibility of opening dual channels for sales and how to make optimal decisions.Based on the above questions,this thesis is focused on a secondary supply chain which consisting of a single agricultural product producer and an offline retailer,first considers the characteristic of greenness of agricultural products,constructs the corresponding demand function,then takes into account the unit channel cost of the producer opening dual channels for online sales,and constructs two different Stackelberg games for traditional single-channel and dual-channel respectively.In these two models,the optimal pricing tactics and the equilibrium profit of the supply chain members before and after the production of green agricultural products are investigated respectively.A horizontal comparison of the rationality of the producers’ production of green agricultural products in the same channel mode;a vertical comparison of the optimal profits obtained by the two channel modes to obtain the conditions to be met by the producers when opening dual channels;secondly,a revenuesharing contract is proposed to coordinate the situation that the profitability of producers increases and that of retailers decreases when opening dual channels.The study finds that the production of green agricultural products is always beneficial to the supply chain members regardless of the producer’s channel mode.When a producer chooses to produce green agricultural products,whether to open a dual-channel model or not is related to the channel cost,online market share,and green R&D coefficient,which the producer needs to consider all these factors to make a favorable decision.In addition,by using revenue sharing contracts,the revenue from the online channel is shared with the retailer as a percentage of the profit compensation for opening dual channels,and when the parameters are suitable,a win-win cooperation situation can be formed among the supply chain members.Then,in view of the fact that producers open dual channels for sales so that consumers have more channels to form reference prices by means of product price comparison or checking historical purchase records,and in view of the fact that the green agricultural market is still in the development stage and reference prices are more random,the factor that consumers have random reference prices is incorporated into the model,exploring the impact of consumer reference prices on optimal pricing decisions and optimal utility of the dual-channel supply chain for green agricultural products.The optimal greenness of the products under centralized and decentralized decisions and the equilibrium utility of each supply chain member are compared,and an cooperative model of revenue sharing contract is designed to enhance the greenness of the products and to redistribute the supply chain revenue among the producers.It is found that the greater the sensitivity coefficient of consumers to the reference price,the more unfavorable it is to the supply chain members;the increase of the standard deviation of the stochastic reference price is beneficial to the producers and environmental benefits,but not necessarily to the retailers.The use of designed revenue-sharing contract can led to increased benefits for both producers and retailers,resulting in Pareto improvements for both parties.Finally,an actual case is selected and analyzed for Meitan County Zhuxiang Rice Co.,Ltd.in Guizhou to provide some suggestions for the company to determine its production pricing strategy and sales channel strategy.The research of this paper can help agricultural products enterprises make strategic choices of whether to produce green agricultural products and whether to open dual-channel mode according to their actual situation,so that agricultural products enterprises can adjust pricing strategy and channel strategy in time to ensure that supply chain members have optimal profits and the supply chain can operate stably.