Research On The Fresh Agricultural Product Supply Chain Operation Coordination Mechanism Based On The E-commerce

As a new business model,the electronic commerce has been the favour of consumer,but the development still faces many problems in the field of fresh agricultural products because of the particularity of fresh agricultural products.Among them,the low quality of fresh agricultural products and the high cost of cold chain logistics are the two key problems which fresh agricultural products supply chain based the electronic commerce needs to solve.The coordination problems of e-commerce in the field of fresh agricultural products supply chain have caused the attention of many scholars,with the depth of the study,the author found that the following three aspects are worth discussing.First,compared with the decision model of supply chain which the general logistics providers involved in,what are the differences between the selection of decision variables in the fresh electricity and cold chain logistics model? Second,in the electric business logistics supply chain consists of a single fresh electricity and a cold chain logistics,how to make decision in order to achieve optimal profits? In this kind of decision mode,how to make profit coordination in order to realize the sustainable development? Third,introducing competition,in the supply chain consist of multiple independent and compete fresh electricity and a cold chain logistics,the negative spillover effects of quality and consumers viscous how to affect both profit and gross profit of supply chain? Decision model and profit allocation mechanism how to change?The main players of fresh agricultural products supply chain under the background of electronic business are the fresh and cold chain logistics.On the basis of comprehensively analyzing of the partnership in the fresh agricultural productssupply chain,the key factors that affect consumer experience and the existing problems,at first,this paper builds a single fresh electricity and a cold chain logistics supply chain decision-making model to explore the cold-chain logistics technology innovation bringing the unit service costs lower quantity for the sales price of fresh agricultural products,fresh electricity quality effort level and the influence of supply chain operation efficiency,and design the revenue sharing contract for supply chain coordination mechanism;Second,expanding a single fresh electricity for multiple which are independent of each other,and competing,analyzing the negative spillover effects of quality and consumers viscous on cold chain logistics cost reduction amount,fresh electricity quality effort level and the influence of gross profit of supply chain,and using Shapley value method to improve the operational efficiency of the supply chain by reasonable distribution of profits.Through the research we get the following management revelation:(1)Under the centralized decision-making mode,the cold chain logistics is willing to strengthen technological innovation to reduce the unit cost,and the fresh electricity is alsowilling to make greater efforts to quality to ensure the quality of fresh agricultural products safety,improving the sales and profits of supply chain;Revenue-sharing contract coordination mechanism make efforts to improve the efficiency of supply chain operation by setting a certain percentage of revenue sharing stimulates the members,coordinate the the profit of decentralized decision effectively,both sides of the profit and the whole supply chain to realize the pareto improvement.(2)Considering competitive factors,there are multiple and competing fresh electrical business which are independent of each other,the centralized decision-making mode is still the best;No matter what kind of decision mode,supply chain total profits,consumer viscosity and quality efforts of negative spillover effects are closely linked.The profit allocation scheme based on Shapley value method design the profits of each other according to the predetermined distribution principle and calculation method,finally it reaches the equilibrium of supply chain,which guarantees the sustainable development of the supply chain.