Research On Risk Management Of Fresh Products Supply Chain’s Disrupiton In E-commerce Enviornment

Fresh e-commerce develops vigorously，it is gradually changing the traditionalconsumption patterns of consumers to buy fresh produce in store. It is very importantfor fresh e-commerce to operate continuously to meet the growing consumer’sdemand. However, the disruptions of supply chain system which support the freshe-commerce continuing operations have occurred frequently, this also has become amajor bottleneck that obstacle fresh e-commerce to develop continuously andhealthily. Current research on agricultural supply chain risk mainly concentrate on thetraditional sales model of agricultural products, the researches about freshe-commerce model focus on the distribution and location problems, and supply chainrisk has been researched rarely. It is urgent to study the supply chain disruptions risksof fresh e-commerce.This paper bases on the supply chain risk management, process of supply chainrisk management, knowledge of fresh e-commerce and game theory, combines withhome and abroad research, establishes in fresh supply chain of e-commerce, analyzesand identifies the disruption risks of fresh supply chain, uses a combination ofqualitative and quantitative methods, complies with the time sequence of beforehandpreventing and afterword emergency, establishes early warming mechanism andemergency mechanism of supply and demand disruption risk of fresh supply chainwith the analytical method.First, paper takes a two level fresh supply chain which compose of one freshsupplier and one fresh e-commerce retailer as the research object, analyzes andidentifies the sources of supply disruption risk, then studies the early warningmechanism and response mechanism of supply disruption risk: To study the decisionconditions of early warning mechanism which include the duration of disruption riskknown or unknown to decision when to start the emergency mechanism; The goals ofemergency mechanism are restoring supply quickly and minimizing loss. Theemergency mechanism coordinates the supply chain members to cope with risk jointly through the repair costs assistance mechanism. The paper gets the followingconclusions:(1) Whether fresh enterprises’ decision alone or together, there are bothhave corresponding decision conditions of early warning mechanism, individualdecision-warning mechanism condition model may advance or delay the time of thestart about emergency mechanism;(2) Paper has built emergency mechanism ofcoordination contract, through repair costs in the form of assistance can promote freshsupplier to repair the supply disruptions and restore supply in the best time, and toachieve minimizing loss;The paper also analyzes and identifies the sources of demand disruption risk,then study the early warning mechanism and response mechanisms of demandinterruption risk: Early warning mechanism determines the occurrence of demandinterruption risk by defining the demand threshold value, when demand exceed or fallbelow the threshold value then define the disruption occur; Response mechanism getsoptimal ordering pricing policy based on build centralized system and decentralizedsystem demand disruption model, then builds the cost allocation of revenue sharingcontract to coordinate the demand disruption of fresh supply chain. The paper gets thefollowing conclusions:(1) Paper puts forward the optimal adjust pricing strategy withthe demand disruption happens: When the market shrink or expand to a certain ratioof the original market or even more, optimal supplies and optimal retail prices shouldmake adjustments; When the market shrink or expand within a certain ratio of theoriginal market, there is no need to change the optimal supply, but need to adjust thebest retail price;(2) Propose a cost allocation of revenue sharing contract which hasdifferent levels, enterprises should adopt corresponding contract according to differentlevel to coordinate and control fresh supply chain.