Research On The Financial Model Of Fresh O2O Supply Chain And Its Revenue Game

According to the Chinese Electronic Commerce Research Center (100EC.CN) monitoring data show that in 2015 the national fresh electricity supplier transactions reached 56 billion, is expected in 2018 will reach 128 billion 300 million.2015 from 1 to October, the average person fresh consumption reached 339.7 yuan, far more than other categories of consumer, market opportunity is huge. Fresh products 020 mode is currently widely used fresh electricity supplier model. However, with the continuous development of fresh 020 e-commerce mode, small and medium-sized fresh goods production enterprises financing problem has become increasingly prominent. In the whole supply chain of fresh goods, one side is a huge market demand, while in a weak position of the small and medium-sized fresh goods production enterprises, due to the lack of necessary collateral assets and credit guarantees, bank lending enthusiasm in the doldrums.small fresh production enterprise financing has become the key factor to hinder the stable development of fresh food supply chain. Therefore, exploring fresh 020 supply chain finance model for the solution of niche The difficulty of financing of fresh produce enterprise has profound theoretical significance and practical value.In this paper, based on 020 circulation pattern of fresh goods, through the relevant literature of domestic and foreign scholars on fresh food supply chain finance, according to the theory of supply chain management, supply chain finance theory, O2O theory and value system of ecological agricultural products circulation theory and research results, aiming at the financing difficulties in fresh product production enterprise niche, system analysis the system structure of 020 circulation pattern of fresh goods, membership and funding gap, constructed the 020 fresh food supply chain finance model, and analyses the operation mechanism of supply chain finance. At the same time, all the participants in the proceeds of the game analysis, the Shapley value of each subject in the income differences between the financing mode of fresh food 020 the financial model of the supply chain and the traditional fresh food production enterprises in the analysis, and introduces the modified risk factor, fixed income distribution mechanism. The results show that the fresh food supply chain of 020 gold Financial model of the main body of the proceeds to wait until a different degree of increase, is conducive to improving the stability of the supply chain.In this paper, the author tries to build a fresh goods o2o model of supply chain finance effectively control the financing risk, improve the enthusiasm of bank lending, in the development of banking business also effectively solves the small and medium-sized fresh food production enterprise financing difficult problem, fresh goods o2o supply chain finance business development provided a theoretical support and guidance to the industry.