Research On Supply Chain Coordination Of Fresh Agricultural Products Based On Customer 's Strategic Behavior

When making shopping decisions, customers will examine different options and choose the best one to maximize their utilities. This kind of customer behavior is referred to as Strategic Customer Behavior. However, strategic customer behavior is overlooked in extant fresh agricultural products supply chain coordination literature. By magnifying customer demand which was simplified in the past, this dissertation improves fresh agricultural products supply chain coordination theory. Many aspects of fresh agricultural products supply chain coordination problem are investigated based on strategic customer behavior. The main work and insights of the dissertation include:(1)Based on the strategic customer behavior, research the pricing strategy of fresh agricultural products considering strategic customer waiting behavior. Price perception influence customer demand. Considering the strategic customer waiting behavior (price expectations lead to postpone the purchase), use price expectations to describe the customer perception of the current price, aiming at price strategy for retailers in the profit maximization conditions, research the optimal pricing decision of fresh agricultural products. The research results show that:with the increase of prices identification coefficient of customer, price reduction of retailer in the expected profit maximization conditions will decreases, the optimal price expected retail price also gradually reduce. If retailers can fully aware the existence of customers price expectations, they will raise the initial price.(2)Based on the strategic customer behavior, research on the supply chain coordination of fresh agricultural products in the presence of strategic customer return behavior. Retail expected profit function model is built in the presence of customer return. We proof that, in the presence of wholesale price contract or buyback contracts, the retailer’s optimal order quantity is existence and uniqueness.Then, we work out the retailer’s optimal order quantity of which sensitivity is analyzed.Thirdly, we analyze the fresh agricultural products supply chain coordination mechanism in the presence of strategic customer return behavior and discuss the impact on the profit of the fresh agricultural products supply chain when using buy-back contracts. The results show that:the wholesale price contract cannot be the coordination of the fresh agricultural products supply chain in the presence of strategic customer return behavior. Under certain conditions,buy-back contract can be the coordination of the fresh agricultural products supply chain as well as can make the retailer and producer’s Pareto improvement. In addition, the retailer’s and the producer’s profit will reduce by increasing the customer return ratio.(3)Study the profit allocation strategy of fresh agricultural products supply chain. Aiming at the supply chain composed of a manufacture, a distributor, and a retailer for fresh agricultural products, using Shapley value method and the method of combined weights, research the profit distribution of fresh agricultural products supply chain, make the distribution of profits more fair and more reasonable.