Coordination Management Of Dual-channel Supply Chains For Fresh Agricultural Products

In recent years,with the rapid development of e-commerce and the quickening pace of life,online shopping as a new way of consumption has been gradually accepted and even favored by people.Online shopping market has great potential to attract businesses from all walks of life to join the field of e-commerce.As the last piece of "blue ocean" in e-commerce,fresh e-commerce sets off a boom.In the policy escort of the No.l Document of the Party Central Committee for five consecutive years on the issue of rural issues and the construction of cold chain logistics,Alibaba,Jingdong,Amazon and other Internet giants involved,and Tootoo,Benlai,Xuxian,Fruitday and a series of small fresh e-commerce retailers blossom everywhere,the vigorous development of the electricity market has brought great impact to the real economy.The whole benefit of China retail declined,and many retail stores were closed.To cope with such market changes,large chain supermarkets such as Wal-Mart,RT-mart,Yonghui get involved in e-commerce one after another.China's retail channels gradually transit from single-channel mode to multi-channel mode in which online channel and physical channel coexist.The open of online channels broadens selling channels for the distributors,retailers and suppliers and riches consumers' purchase decisions,however problems follow on the channel conflict,supply chain management difficulties,and supply chain coordination largely determines the profits of the members in the supply chain.With this regard,this paper constructs two dual-channel supply chain models of the fresh agricultural products under the environment of e-commerce,using the methods of game theory and supply chain contract,to study the pricing strategy and supply chain coordination of dual-channel supply chain in different modes,in order to encourage voluntary cooperation among channel members to access a win-win situation,and promote the competitive advantage of the supply chain system in the fierce market environment.First of all,starting from the situation in reality,we summarize the traditional mode and e-commerce mode of the fresh agricultural products in China respectively.Then we combine with the examples and base on the type of main channel to divide the present fresh agricultural products supply chain into four modes:"mixed channel mode" with the coexistence of a supplier-opened online channel in e-commerce platform and a traditional physical channel,"separation channel mode" with the supplier selling through an electricity retailer in online channel and a traditional retailer in the physical channel,"combination mode" with the supplier selling through the retailer's online channel and physical channel,and "integration mode" with the supplier itself developing its own online and physical channel,then we analyze the channel conflict and its inducement in a dual-channel supply chain of fresh agricultural products.Secondly,in the mixed channel mode,we construct a dual-channel game model about the freshness of fresh agricultural products leading by the supplier.The study finds that the price in decentralized decision is higher than that in centralized decision,but the total profit of the supply chain is lower than that in centralized decision,and double marginalization effect exists;then we introduce price discount contract,by calculation,when the price discount rate is equal to the cross-price elasticity coefficient between channels,the channel reaches optimal;and the higher the price discount rate is,the more interests the retailer gains.To protect the interests of the supplier,we propose that the retailer offers a certain range of payment to the supplier,which can simultaneously make the profits of supply chain system,supplier,retailer all larger than those in the decentralized decision.Finally,we use the example analysis to prove the above conclusions.Then,in the separation channel mode,we construct a dual-channel game model involving supplier,physical retailer and online retailer,to prove the existence of Pareto improvement in the decentralized decision;then we introduce the two-part Tariff contract,the supplier offers a lower wholesale price to the physical retailer and online retailer than that in the independent decision,and the physical retailer and online retailer provide a transfer payment to the supplier.Under certain conditions,we can also make the profits of the supply system,both supplier and retailer all larger than those in the decentralized decision.Then we use example analysis to show the above conclusions.