Research On The Coordination Mechanism Of Dynamic Pricing And Cold Chain Logistics Investment Decision Of Fresh Product

With the development of e-commerce and the improvement of consumers' living standards,the fresh e-commerce industry is gradually favored by consumers.In the sales process of fresh products,sellers usually invest in fresh-keeping technologies such as cold chain logistics for inventory products to reduce the loss of products.However,the high investment has brought huge financial pressure and risk to the sellers.And because of the particularity of fresh products,the breakage of cold chain logistics,especially the lack of terminal cold chain logistics,will reduce product quality,and that ultimately affects the interests of sellers and consumers,so how to coordinate cold chain investment and product pricing is a problem that sellers care about.As a major provider of cold chain logistics,logistics companies are an important part of the fresh supply chain.If they participate in the cold chain logistics investment as an investor,the cost sharing of cold chain logistics investment and the sharing of sales revenue are issues of common concern to both parties.But such a clear cost sharing and revenue sharing mechanism is also lacking in the current market.This article takes a single fresh product seller and a single logistics company as research partners.Based on the cooperation mechanism of sales revenue sharing and cold chain investment sharing,this paper establishes an expected return model on the dynamic pricing of fresh products and cold chain logistics investment decisions.This model separately studies the optimal decision-making problem of the two parties under the cooperation of diversified income and concentrated income.The model can be used to analyze the interactive incentive mechanism of dynamic pricing of sellers and terminal cold chain investment of logistics companies,to provide decision support for fresh product sellers and logistics companies.The research results show that through the coordination mechanism of sales revenue sharing and terminal cold chain investment allocation,it not only solves the problem of excessive cost of individual sellers investing in terminal cold chain,reduces the loss of fresh products,increases consumer demand,but also through revenue sharing Encourage logistics companies to better invest inpreservation technology.In the end,the expected benefits of both parties of the cooperation have increased,which provides theoretical guidance for the design of the cooperation contract between the two parties.