Research On Information Sharing In Dual-channel Of Fresh Agricultural Products Based On System Dynamics

The asymmetric information is the biggest obstacle to the development of the FAP(fresh agricultural products)supply chain,that lead to the the unbalance of the supply and demand.With the continuous penetration of e-commerce in the fresh industry,The dual-channel supply chain model of fresh agricultural products formed by offline physical channels combined with online e-commerce channels emerged as the times require.However,the change of the channel mode of FAP supply chain brings the new opportunities,at the same times,it also brings the problem that Moral hazard of concealing information caused by different channel conflicts.It let the phenomenon of the information asymmetry in the FAP supply chain aggravate,and it is more difficult to share information.Therefore,this paper explores the value of market demand forecasting information sharing to the dual-channel supply chain of FAP,In order to reduce the moral hazard of hidden information caused by channel conflict,so designing a reasonable incentive mechanism has important theoretical and practical significance.This paper on the basis of combing and summarizing the current situation and related literature of the FAP supply chain,using the Contract Theory and System Dynamics theory to study the value and incentive mechanism of market demand forecast information sharing.The specific content is that Clarifying the existing dual-channel supply chain Model types of FAP,Chose the channel separation mode which is the most prominent channel conflict model as the re search object,explained the problem of information sharing in the dual channels of fresh produce,Constructed the dynamic Model of FAP dual-channel supply chain system under the condition of Information unshared and Information sharing,compared and analyses Fresh supplier,retailer's inventory and profit in both cases,Discussed on the value of Market demand forecasting Information sharing.Based on the information sharing value of market demand forecast,a contract coordination model for revenue sharing is constructed,and the incentive effect of the contract under different contract parameters is discussed.The main conclusions of this paper are as follows: The sharing of forecasting information of market demand can effectively reduce the bullwhip effect of inventory in the dual-channel supply chain of FAP.To alleviate the imbalance between supply and demand in fresh food market,to help fresh food suppliers to make reasonable production plan and channel decision,and to reduce waste caused by stagnant marketing.However,Information sharing promotes the whole profit of fresh supplier and supply chain rising,at the same times,Fresh retailers suffer from the impact of the increase in sales of e-commerce channels on the sales of physical channels,coupled with the fact that fresh retailers bear the forecast cost of market demand information alone under the behavior of free information sharing,resulting in their profits being damaged.Therefore,based on the fact that there is no willingness to share information among fresh retailers,this paper draws a conclusion that the design income sharing contract can encourage fresh retailers to share information through simulation analysis,and gives a specific parameter range.The main innovation of the article is that based on the dual-channel supply chain model of FAP,based on system dynamics,the sd model before and after information sharing is constructed.this paper discusses the value of market demand forecasting information sharing.On the basis of channel conflict,this paper discusses the incentive effect of revenue sharing under different contract parameters.Finally,the specific parameter range of incentive effect produced by revenue sharing contract is given.