Research On The Supply Chain Pricing Strategy Of Fresh E-commerce

With the development of the Internet,the electronic commerce of fresh agricultural products in China has begun to develop.As an emerging industry,China's fresh agricultural products e-commerce is still in its infancy,and there are still more areas for improvement.Because the characteristics of fresh produce itself leads to its high timeliness and environmental requirements,the traditional supply chain management system cannot guarantee the freshness of fresh produce,the profits of enterprises,and the satisfaction of consumers.Faced with opportunities and challenges,how to guarantee product quality,improve customer satisfaction and raise corporate profit has become an urgent problem in the e-commerce industry of fresh agricultural products.E-commerce enterprises have sprung up while competition is increasingly fierce,which means focus should be transferred from price to supply chain.In order to better meet consumer needs and obtain more profits,L company must consider comprehensively the influencing factors to formulate reasonable pricing decisions.Focused on the basic conditions of L,this paper analyzes the current situation of supply chain purchasing management system and the existing problems.Second,by classifying suppliers,this paper has established four different types models :suppliers led by suppliers,L led by suppliers,L led by L,suppliers led by suppliers Based on the actual operation data of L,the optimal purchase order decision in various game models is studied.Finally due to the characteristics of fresh goods and the uncertainty of market demands,this paper has compared the two different cases,whose main difference depending on that it has taken or not.It is concluded that the combination of strategy can improve the company's profits and make L more functional.