| In recent years,with the rapid development of e-commerce,B2C,020 and other new business models are emerging.Among them,the take-out model through the platform of 020 made good success,it quickly became one of the important modles of dining.After the fierce competition in the 020 take-out industry,the 020 take-out platform had gradually turned to profitability,thereby increasing the Commission ratio,and the contradiction between caterers and the 020 platform had gradually exposed.This paper mainly studies three modles of catering supply chain,which are:only selling catering products in offline shops,only providing take-out services on the platform of O2O and selling catering products through dual channels.Firstly,this paper studies the situation of offline shop sales only,and determines the optimal product pricing under this situation.Subsequently,this paper studies two different situations:the take-out supply chain composed of caterers and 020 platforms and the dual-channel catering supply chain composed of caterers and 020 platforms.Under two different situations,the optimal pricing of products under centralized decision-making and the optimal pricing of products and commission ratio under decentralized decision-making are obtained respectively.It is found that decentralized decision-making will lead to loss of profits in supply chain.At the same time,it is also found that commission can not make the supply chain coordinate.Therefore,this paper designs a contract,sales incentives and franchise fees,to make the supply chain coordinate and ensure the Pareto improvement of supply chain members' profit.The validity of supply chain contract is verified by numerical examples.Finally,In the case of a specific Commission,by comparing different channels,this paper also finds that caterers prefer the take-out mode of 020 at low commission,while caterers prefer the dual-channel mode at high commission,but caterers usually do not choose to provide catering services in offline shops only. |
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