Research On The Coordination Of Dual-Channel Supply Chain For Agricultural Fresh Produce In China

With the development of society and the steady improvement of people’s living standards,consumers’ demand for healthy and nutritious fresh agricultural products is increasing,and their requirements for the quality of agricultural products are getting higher and higher.In the era of rapid development of the Internet and information technology,many fresh agricultural products enterprises have started to sell their products through online channels.At the same time,the development of live-streaming technology and the net popularity economy has led to further innovation in online sales models,and the combination of traditional e-commerce and live-streaming e-commerce has become a new direction for the development of the e-commerce industry.Therefore,it is very important to motivate fresh e-commerce enterprises to improve the level of freshness preservation efforts as well as live-streaming efforts to enhance consumer satisfaction and increase profits.However,the coexistence of online and offline channels is very likely to cause conflicts and competition among supply chain members,leading to supply chain discoordination.Therefore,how to design a reasonable and effective contract mechanism to resolve the conflicts between suppliers and retailers and achieve win-win cooperation is also a crucial issue.This paper takes a dual-channel supply chain composed of a supplier and a retailer as the research object,considers freshness and live service level to influence market demand,constructs Stackelberg game model,analyzes the optimal decision of each member of the supply chain and the optimal profit of the supply chain under centralized decision and decentralized decision,and compares the difference under the two decisions to derive the conflict in the supply chain.Then,the impact of the supply ratio of offline channels,the level of preservation effort and the level of live effort on the optimal decision of each member of the supply chain and the supply chain profit is discussed through sensitivity analysis.In order to achieve win-win situation,three contracts are designed to coordinate the supply chain,including two-part pricing contract,revenue sharing contract and wholesale price contract,and finally,the validity of the model is verified by arithmetic analysis.The study shows that the profit of the supply chain system is lower under decentralized decision than centralized decision,and increasing the level of preservation effort and live effort can increase the profit of the supply chain system.The cooperative two-part pricing contract,revenue sharing contract and wholesale price contract can achieve the coordination of the supply chain and make its profit reach the level of centralized decision.