A Research On Coordination Of Multi-echelon Supply Chain Of Fresh Agricultural Products Considering Logistics Service Level And Promotion Efforts

Considering the unique demand and promotion demand of fresh agricultural products in the context,we explore the influence of logistics service level and promotion effort level on different supply chain models,and further extend the coordination and decision making problem of secondary fresh supply chain to the coordination and decision making problem of tertiary fresh supply chain with TPL participation,and introduce different contractual incentive mechanisms to coordinate the supply chain for different service chain decision structures,and give different contractual The conditions of different contractual incentives for different supply chain models are given,and the effects of key decision factors on the equilibrium decision results and profit distribution of different supply chain structures are analyzed.Firstly,considering the premise that the sales price,logistics service level and promotion effort level jointly affect the market demand,the secondary Stackelberg game model of fresh agricultural products under decentralized and centralized decision making supply chains is constructed,taking the secondary supply chain structure composed of a single producer and a single retailer as the research object.The optimal logistics service level,the optimal promotion effort and the optimal profit of the supply chain system are always lower than the optimal equilibrium decision level under the centralized decision.On this basis,in order to solve the problem of "double marginal effect" caused by different decision options in the supply chain,a joint contract mechanism of "benefit sharing-two-way cost sharing" is introduced to coordinate the decentralized decision supply chain system,and numerical examples are used to verify the feasibility and effectiveness of the joint contract coordination model.Secondly,based on the fresh produce secondary supply chain,a fresh produce tertiary supply chain structure with the participation of TPL is introduced,and a fresh produce tertiary supply chain structure consisting of a single producer,a single TPL service provider and a single retailer is studied,and a decentralized decision making supply chain and a centralized decision making supply chain under the fresh produce tertiary Stackelberg game model is constructed.It is found that the optimal logistics service level,the optimal promotion effort and the optimal profit of the supply chain system under decentralized decision making are always lower than the optimal equilibrium decision level under centralized decision making.On this basis,in order to solve the problem of "dual marginal effect" caused by different decision options in the supply chain,a joint contract mechanism of "revenue sharing-volume discount-cost sharing" is introduced to coordinate the decentralized decision supply chain system,and numerical examples are used to verify the feasibility and effectiveness of the joint contract coordination model.Based on the previous research,the paper embeds the effort level element into the supply chain decision system to study the impact of TPL participation decision on the supply chain coordination strategy.The research results improve the logistics outsourcing decision theory as well as complement the supply chain system contract coordination theory,and provide some theoretical basis for enterprises when making decisions on outsourcing services.