Research On The Coordination Strategy Of Fresh Food E-Commerce Supply Chain Operation Considering Freshness Preservation And Promotion

As a new business model,fresh e-commerce has a very broad development prospect.However,considering the perishable characteristics of fresh products,consumers have higher and higher requirements for quality,and the fresh-keeping distribution of fresh products has received unprecedented attention;At the same time,the promotion efforts invested by fresh ecommerce play an obvious role in improving market demand,so it is particularly important to optimize the preservation and promotion of supply chain.In the process of fresh e-commerce supply chain operation,there are some maladjustment problems,such as members' business goal of maximizing their own income,enterprise risk aversion ability to be improved,and poor connection of information flow.Therefore,promoting the optimal preservation and promotion of supply chain and effectively alleviating the imbalance of supply chain operation are the key contents of this paper.Firstly,the paper combs the previous literature on fresh e-commerce supply chain coordination,takes the fresh e-commerce supply chain,Steinberg game and supply chain coordination as the theoretical framework,discusses the dysfunctional performance of fresh ecommerce supply chain in terms of member interests,enterprise risks and information sharing,and analyzes the causes of supply chain dysregulation in combination with interest coordination mechanism,preservation and promotion,consumer stickiness and negative spillover effect,so as to lay a solid foundation for follow-up research.Based on Steinberg game,this paper constructs a two-level fresh e-commerce supply chain composed of suppliers and fresh e-commerce,makes quantitative analysis based on the standard of optimal profit,compares the optimal decision-making and profit of supply chain under different modes,explores the influence of coefficient,and designs targeted strategies to solve the imbalance of supply chain.The conclusions of this paper are as follows:Based on the analysis of the fresh ecommerce supply chain model of a single e-commerce,it is found that the freshness sensitivity coefficient and promotion sensitivity coefficient in a certain range are directly proportional to the operation efficiency of the fresh e-commerce supply chain.By designing the "revenue sharing two-way cost sharing"contract,the imbalance of the supply chain can be alleviated and the level of freshness preservation and promotion can be improved;The fresh e-commerce supply chain model based on multiple e-commerce simulates the competition situation on the basis of the above research,analyzes the impact of consumer stickiness and negative spillover effect of promotion on the operation efficiency of fresh e-commerce supply chain,designs coordination strategy based on Shapley value method to realize the optimal benefits and promote the coordination and optimization of supply chain.This paper expands the research scope of fresh e-commerce supply chain,supplements the coordination research of fresh e-commerce supply chain,considers the two influencing factors of preservation and promotion at the same time,designs multi-agent competition scenario,enriches the research perspective and content of fresh e-commerce supply chain coordination,designs coordination contract based on problem pertinence,and further improves the theory of fresh e-commerce supply chain coordination.At the same time,the paper conducts research based on the real market,pays attention to the cooperative relationship between fresh ecommerce and suppliers,encourages enterprises to increase investment in preservation and promotion,excavates the advantages of various entity elements,strengthens competitiveness,improves the profit level of both sides,and realizes the sustainable and coordinated development of fresh e-commerce supply chain.