Research On The Coordination Of Agricultural Products Supply Chain Based On CSA Model In O2O Environment

With the steady and rapid economic growth of the country,China’s urbanization rate has been constantly rising in recent years.Citizens have higher and higher requirements to the quality of agriculture products.However,the continuous food safety problems in China have struck the confidence of urban residents on agricultural products.Under this background,Community Support Agriculture(CSA)has got some development opportunities in China.Based on mutual trust between producers and consumers,CSA model is the kind of model that agricultural producers face consumers directly,could be able to solve a lot of problems like the excessive intermediaries of selling,the unguaranteed quality of agriculture products,etc,which is conducive to long term sustainable development.But in the implementation process,CSA model encountered a series of problems like landing difficulties and marketing difficulties.In order to solve these problems,I believe that combining the CSA model with the popular O2 O business model combination is an effective way.The paper discusses the research status of agricultural supply chain,community support agriculture,O2 O business model and revenue sharing contract synthetically.Combined with the background of a practical CSA project operation,this paper puts forward the "O2O + CSA " business model,discusses the specific income of the model under centralized and decentralized decision-making,and makes a simulation test of the model.In the model,the revenue sharing mechanism is added to help the O2 O platform agents in the decentralized decision-making to improve the level of their efforts,so as to enhance the overall performance of the supply chain.Then the effect of long-term benefit on supply chain profit model is considered under the revenue sharing mechanism.An effective method is proposed to calculate the conversion rate from customer channel agent to CSA customer,and the actual model and simulation are used to analyze the supply chain.Finally,I give some suggestions on "O2O + CSA" business model based on my experience in the CSA project.This study provides a new model for the implementation of CSA model in China,and the revenue sharing contract can effectively coordinate the profit distribution between agricultural cooperatives and O2 O platform agents.The actual models are simulated by the example Form to do the verification,have a certain reference value for those entrepreneurs who are interested in engaging in this business model.