Study On Pricing And Coordination Of Dual Channel Supply Chain Of Fresh Agricultural Products Under Uncertain Demand

With the improvement of people’s living standard and consumption level,people’s demand for high quality fresh agricultural products is getting higher and higher.At the same time,due to the perishable and easily damaged characteristics of fresh agricultural products,it is inevitable that waste occurs during the circulation process.Along with the popularity of e-commerce,more and more consumers feel the convenience and choose to buy fresh agricultural products online.Based on this,more and more suppliers choose to open online direct sales channels to sell fresh agricultural products,forming a dual-channel fresh agricultural products supply chain with normal supply of offline retailers.The opening of new sales channels has broadened the sales channels and enriched consumers’ shopping choices,but many problems have arisen as well,such as how to set prices in online shopping malls and how to compete with offline retail channels,which may lead to conflicts.On the basis of uncertain demand,a demand function for the influence of price and freshness of fresh produce is constructed.Using the consumer utility function and the research method of the Stackelberg game,a centralised and decentralised model under the single-channel and dual-channel supply chain structure is constructed,with profit maximisation as the objective,to find the direct sales price of the online direct sales channel,the retail price of the offline retail channel and the freshness preservation effort of suppliers under each channel The impact of consumers’ sensitivity to freshness and consumers’ acceptance of online channels on each optimal decision was analysed.channel and inversely proportional to offline retailer profits,due to the fact that the opening of online channels influences consumer choice to a certain extent,leading consumers to shop online and resulting in lower profits for offline retailers.Considering that the total profit under decentralised decision making is always smaller than the total profit under centralised decision making,it shows that there is still more room for improving the overall profit of the supply chain,so a "cost-sharing-revenue-sharing" contract is set up to coordinate the supply chain.The case study proves that the "cost-sharing-revenue-sharing" contract can achieve supply chain coordination,and gives a range of values for the coordination ratio.Finally,the problems of KD supply and marketing cooperatives in the process of operation are analysed,and empirical analysis is conducted with the help of relevant data from KD supply and marketing cooperatives to verify the conclusions of the above model.