Research On Benefit Distribution Mechanism Of Agricultural Supply Chain Under The Environment Of Live Streaming E-Commerce

With the booming development of the Internet and online economy,livestream e-commerce,a new sales model,has quietly spread to our daily life.The outbreak of COVID-19 in early 2020 has made the sale and purchase of agricultural products an urgent livelihood issue.Major live streaming platforms have played a great role in promoting online sales of agricultural products.In the environment of livestreaming e-commerce,members of the agricultural supply chain are mainly composed of farmers,anchors,livestreaming platforms,logistics enterprises and consumers.The distribution of benefits determines whether the supply chain can operate stably in the long run.There fore,the use of scientific and reasonable benefit distribution method is conducive to stimulate the enthusiasm of supply chain members,promote the sustainable development of agricultural supply chai n,so as to inject new kinetic energy and vitality for rural revitalization.On the basis of summarizing the research status and relevant theories at home and abroad,this paper takes the cooperative game among farmers,anchors and livestreaming platforms in the agricultural supply chain under the environment of livestreaming e-commerce as the research object,and studies the benefit distribution mechanism in the cooperation process.The development of agricultural supply chain and the present situation of benefit distribution under the environment of livestreaming e-commerce are described,and the main problems existing in benefit distribution are analyzed.By comparing four common methods of benefit distribution,the Shapley value that accords with reality is selected as the benefit distribution method of agricultural supply chain.Since Shapley value does not take into account the differences in input and risk of each member of the supply chain,its limitations are revised:identify and analyze the factors affecting benefit distribution;the entropy weight method is used to calculate the weight of each influencing factor;the cloud barycenter memethod is used to calculate the modified weight value of benefit distribution,and the benefit distribution based on Shapley value was modified.Finally,combined with the actual case of Kuaishou live selling agricultural products,the Shapley value before and after modification is applied and analyzed.The results show that:through cooperation,the interests of all members of the supply chain and the overall interests are improved;farmers have more input contributions and bear more risks,so more benefits should be distributed,while the benefit distribution value of anchors and live broadcasting platforms should be reduced accordingly;compared with the actual situation,the current technical service rate of Kuaishou platform is reasonable,while the commission proportion of anchors is generally high.