Research On Two-stage Pricing And Channel Selection Strategy Of Fresh Agricultural Products Supply Chain

Due to the thriving development of fresh e-commerce,many fresh agricultural products enterprises begin to change from the traditional single-channel supply chain mode to direct-selling dual-channel supply chain mode,but the impact of channel conflict and channel operating cost on the chain is also prominent.Therefore,in-depth analysis of the "win-win" conditions for the opening of network direct marketing channels and providing reasonable suggestions are of practical significance for fresh agricultural products enterprises.In addition,due to the perishable characteristics of fresh agricultural products,the use of multi-stage pricing can attract consumers to buy and expand demand,and many researchers have begun to shift from single pricing and dynamic pricing strategy to two-stage pricing strategy research.Therefore,in the case of always considering the level of fresh efforts,this paper researches the win-win conditions and pricing strategies of suppliers and retailers under the single-stage and two-stage pricing model respectively.Under the single-stage pricing model,considering that the supplier is in a dominant position and the supplier provides fresh-keeping investment,the traditional single-channel model and direct-selling dual-channel model are established.the effects of fresh-keeping cost coefficient,direct selling operating cost and network channel preference on decision-making and network channel opening are analyzed.Through the research,it is found that when the supplier opens the direct sales channel,both sides will benefit,only one side will benefit,and both sides will lose.When the fresh-keeping cost coefficient is small and the cross-elasticity coefficient is large,the opening of direct selling channel is always beneficial to both sides,regardless of the operating cost of direct selling and consumers’ network channel preference.With the gradual increase of the fresh-keeping cost coefficient,the "win-win" condition is becoming more and more strict.Under the two-stage pricing model,the reference price is introduced to consider whether the supplier is given the same wholesale price and whether the retailer sets the price in stages.Four pricing strategies of two channel models are established respectively: strategy I(the supplier gives the same wholesale price in two stages and the retailer sets prices continuously),strategy II(the suppliers give the same wholesale price in two stages and retailers set prices in stages),strategy III(the supplier gives the different wholesale price in two stages and the retailer sets prices continuously),strategy IV(the suppliers give the different wholesale price in two stages and retailers set prices in stages).Then analyze the influence of key factors on the pricing strategy and channel mode choice of both parties.Through the study,it is found that:(1)In the traditional single-channel model,strategic IV is more easily accepted by retailers from the perspective of maximizing its own revenue,while strategic II or strategic IV is more easily accepted by suppliers.From the results of the game,both the supplier and the retailer should choose the strategy IV,because when the supplier chooses the strategy II,the retailer will not follow the supplier’s choice but will choose strategy I.And in any case,strategy I is the most disadvantageous to the supplier.(2)In the direct selling dual-channel model,in order to maximize its own revenue,strategy I or strategy II is more easily accepted by retailers,while suppliers tend to choose strategy III or IV.Starting from the results of the game between the two sides,no matter what the value of consumers’ network channel preference is,it is difficult for both sides to reach the same pricing strategy.In addition,the difference between two-stage pricing and single-stage pricing is that suppliers can not achieve a win-win situation when they open direct sales channels.