Study On The Coordination Of "Farmer-supermarket Docking" Dual-channel Supply Chain Based On The Fresh-keeping Effort Level

With the improvement of people’s living standards,the stricter requirements have been raised for the quantity and quality of fresh agricultural products.However,the circulation infrastructure of agricultural products in China has been weak for many years,the phenomenon of decay and deterioration in the circulation of agricultural products is serious.Only in 2019,the direct loss maked by preservation and corruption was as high as 275 million tons,resulting in the delay in solving the contradiction between high-quality demand and low-quality supply of agricultural products.The reason is due to the insufficient fresh-keeping investment of agricultural products,unclear fresh-keeping investment subjects,and difficult coordination of interest relations after fresh-keeping investment.Moreover,in order to further implement the implementation of the rural revitalization strategic plan,strengthen the construction of agricultural products circulation system,help the modern agricultural activities of "Internet + agriculture",and promote the organic development of small farmers’ production and modern agriculture,the new combination mode of farm-supermarket docking + e-commerce agriculture has become one of the hotspots that scholars urgently need to study.Therefore,under the dual-channel mode of farm-supermarket docking offline channel + e-commerce online channel,the supply chain coordination mechanism is constructed for the different subjects’ fresh-keeping effort investment,so as to improve the supply chain overall and individual profits,promote the development of fresh agricultural circulation new formats,and meet the high-quality demand of consumers.Taking the Farmer-Supermarket Docking Dual-channel supply chain of fresh agricultural products as the research object,four scenarios were designed:non-subject fresh-keeping effort investment,agricultural cooperatives fresh-keeping effort investment,supermarket fresh-keeping effort investment and both-subject fresh-keeping effort investment.The decision-making model and coordination model of profit were built by using mathematical model in different situations,and profit function were solved by Stackelberg game theory with inverse order method.Finally,according to the solution results,the static comparative analysis method is adopted to compare and analyze the numerical changes of supply chain related parameters in different scenarios.The main research contents and conclusions are as follows:(1)The centralized decision-making profit function model was constructed and solved for the four scenarios of non-subject fresh-keeping effort investment,agricultural cooperatives fresh-keeping effort investment,supermarket fresh-keeping effort investment and whole-subject fresh-keeping effort investment.Then,the total profit,channel demand and channel price of agricultural cooperatives fresh-keeping effort investment,supermarket fresh-keeping effort investment and both-subject fresh-keeping effort investment scenarios were compared with those of non-subject fresh-keeping effort investment scenario to explore the influence of the influence of fresh-keeping effort on supply chain performance.And its effectiveness was verified by numerical analysis.The following conclusions are drawn: whether it is the single-subjec input or the whole-subject input,compared with the non-subjec input,the total profit,channel demand and channel price of the supply chain are better,and the total profit of the supply chain is positively correlated with the fresh-keeping effort.(2)The decentralized decision-making profit function models was constructed and solved for the three scenarios of non-subject fresh-keeping effort investment,agricultural cooperatives fresh-keeping effort investment,supermarket fresh-keeping effort investment,and then the relevant parameters in the centralized decision-making profit function models were compared and analyzed with those in the decentralized decision-making profit function models.Based on this,different contract models were constructed to realize the optimization and coordination of supply chain profits.The following conclusions are drawnt,the coordination of supply chain under three scenarios can be respectively achieved by the compensation-sharing contract,the hybrid strategy contract of fresh-keeping cost sharing and revenue compensation,two-part pricing contract.And the total profit of the supply chain is positively correlated with the fresh-keeping effort.(3)The profit function model under whole-subject fresh-keeping effort investment was compared with agricultural cooperatives fresh-keeping effort investment and supermarket fresh-keeping effort investment respectively to explore the relationship between the whole-subject input situation and the single-subject input situation.And its effectiveness was verified by numerical analysis.The following conclusions are drawn,the total profit of the supply chain under the whole-subject input scenario is better than that of any single-subject input situation.