Reearch On Structure Decision Of Agricultural Products Supply Chain Considering Random Yield And Brand Competitiveness

This paper takes the dual-channel agricultural product supply chain in which cooperatives participate as the research carrier to study how cooperatives make supply chain channel decisions when considering the joint effects of brand competitiveness and channel competition intensity under the characteristics of agricultural random output.The main conclusions are as follows.On the one hand,when cooperatives do not improve their brand competitiveness,there are three thresholds of brand competitiveness,which make cooperatives adopt the supply strategy of single retail channel and double channel respectively,and there will be no supply shortage in the retailer channel at this time.The three brand competitiveness thresholds will be affected by the randomness of output.Under the interaction of brand competitiveness and channel competition,it will have a joint impact on direct selling channel and retailer channel supply,cooperatives' expected profit and retailer's expected profit.Specifically,when brand competitiveness is strong(weak),the supply quantity of direct selling channel and retailer channel decreases(non-monotone)and non-monotone(decreases)respectively in terms of channel competition intensity.The expected profits of cooperatives and retailers are affected by the intensity of channel competition at different levels of brand competitiveness.When the brand competitiveness of cooperatives is relatively strong(weak),both of their expected profits decrease with the channel competition intensity(there is a minimum value after the decrease).On the other hand,the intensity of competition among channel have two situations that are fierce and gently while the cooperatives improve its brand competitiveness.The change of three thresholds of brand competitiveness and channel decision are affected by the cost and efficiency of improvement.When the improvement cost is high or low,the competition situation between direct selling channel and retail channel will not have obvious material influence on the channel decision of cooperatives,but only affect the range of efficiency boundary.However,when the improvement cost is moderate,the competition situation will deeply affect the channel structure decision of cooperatives,and the influence of the two competition situations on the two channels is completely opposite.When the competition is fierce,the threshold of brand competitiveness for cooperatives to supply goods to direct selling channel has been raised,so it is unfavorable for the development and construction of direct selling channel.For retailer channel,cooperatives' dependence on them will gradually decrease with the improvement of efficiency.When the competition situation is gently,the threshold for cooperatives to weaken their dependence on retailer channel is lowered,so a peaceful channel competition situation is unfavorable to the stability of retailer channel.As for direct selling channel,with the improvement of efficiency,cooperatives have a growing confidence in supplying goods to direct selling channel.Therefore,peaceful channel competition is a positive help for cooperatives to build direct selling channel.