Study On Decision-Making And Coordination Of Fresh Food Supply Chain In Community Group Buying Considering Freshness-Keeping Efforts And Sales Efforts

With the rise of Internet e-commerce and the strong support of government policies,ecommerce channels have gradually become the main force of fresh products sales in China.In recent years,due to the impact of the COVID-19,Chinese residents have become more and more accustomed to online shopping of fresh products.The online trading volume of fresh products has shown explosive growth,and the community group buying mode has also achieved rapid development,opening a new channel for the sale of fresh products.As the unique link of the community group buying model,the community group leader’s sales efforts such as operation,service and after-sales will affect consumer demand.In the actual operation process,the same group leader can join multiple community group purchase platforms and other reasons lead to the uneven level of sales efforts of community group leaders.Therefore,the level of sales efforts of community group leaders is an important factor affecting the sales of fresh food in community group buying.In addition,the fresh food consumption of the public presents a new trend of quality consumption,and more and more consumers pay attention to the freshness of fresh food.However,in the actual operation of the community group buying fresh food supply chain,the fresh food supplier needs to invest a certain amount of effort cost when carrying out the freshness-keeping efforts due to its own limitations.For the fresh food supplier,it is a big problem to realize the matching of cost and income.If the matching is not reasonable,it will not only damage its own income level,but also may affect the income of other members of the supply chain.Therefore,how to achieve freshness control and effectively coordinate and motivate community leaders to improve sales enthusiasm is the key problem faced by the community group buying fresh food supply chain.Based on this,based on the platforming mode based on the relevant theories of game theory,this paper considers the freshness-keeping efforts of fresh suppliers and the sales efforts of the head,and focuses on studying how to adopt decision-making and coordination strategies from the production link to the sales link,so that the total profit of community group-buying fresh supply chain system will not be damaged and the stable operation of community groupbuying fresh supply chain system will be realized.First of all,the centralized and decentralized decision-making model of the community group buying fresh food supply chain considering the preservation efforts and sales efforts is constructed,and the optimal solution under the centralized and decentralized decision-making mode is solved by the reverse induction method,and the comparative analysis is carried out.It is found that the equilibrium solution under the centralized decision-making mode is obviously better than that under the decentralized decision-making mode,and there are double marginal effects under the decentralized decisionmaking mode.Secondly,in view of this situation,considering the cost of effort and the level of effort,this paper studies the improvement effect of the cost-sharing coordination mechanism,the effort level reward and punishment coordination mechanism and the "cost-sharing effort level reward and punishment" joint mechanism on the decentralized decision-making equilibrium solution,and compares the coordination effect of the three coordination mechanisms on the community group purchase fresh food supply chain.The research shows that the three coordination mechanisms can coordinate the community group purchase fresh food supply chain to a certain extent,and the coordination effect of the joint mechanism of "cost sharing effort level reward and punishment" is better.However,under the cost-sharing coordination mechanism,the profit of the community leader is lower than that of the decentralized decision-making.Unless other incentives are taken,the community leader will not choose to accept the cost-sharing coordination mechanism.Finally,based on the background of the M community group buying platform and the operation of the fresh food supply chain,the digital simulation is used to compare and analyze the optimal decision-making strategies of fresh food supply chain in the community group buying considering the freshnesskeeping efforts and sales efforts under different circumstances,and at the same time,the impact of the changes in the cost coefficient of freshness-keeping efforts and the sensitivity coefficient of sales efforts on the decision-making variables of fresh food supply chain in the community group buying is discussed,providing corresponding management inspiration for the development of the M platform fresh food supply chain.