| With the rapid development of the Internet,the establishment of network marketing channels for fresh products not only brings convenience to customers’ purchase,but also opens up new sales markets for fresh food enterprises.By combining online platform sales with traditional offline channels,fresh product manufacturers can reduce product circulation costs,enhance their ability to resist risks,and improve the matching degree of supply and demand of products.After the mature stage,fresh fruits are sold through traditional channels.Due to the characteristics of perishable and devalued fresh fruits,their quality and price will be limited to a certain extent.However,Internet platforms generally aim to attract more customers and have more price advantages compared with traditional offline sales.Therefore,they are bound to compete with traditional channels.Based on the above actual situation,this paper proposes a new supply chain model,that is,a two-level fresh product supply chain composed of suppliers and retailers.The whole supply chain is divided into two stages: online pre-sale and online sale.In the case that the supplier is the dominant player of the system,how to formulate the optimal pricing strategy of each grid of the supply chain is studied,and further choose a reasonable contract mechanism,so as to optimize the coordination of the supply chain under the premise of maximizing their own interests.In this study,the coordination of the two-channel supply chain of fresh products is discussed on the premise that suppliers develop network channels for pre-sale.The paper is divided into six chapters: The first chapter is the introduction,which introduces the background,research significance,methods and research ideas of the topic.The second chapter reviews the research at home and abroad,and introduces the basic theories and concepts related to the article.The third chapter is a description of the key problems in this paper,and the assumption of model,proposes a single supplier and a single retailer secondary raw some samples of the supply chain,the supplier by produced some samples and set up their own online stores,online booking before the product is mature,after the mature products to consumers,and with wholesale price wholesale to retailers,traditional offline sales.The fourth chapter is the core of this paper,through the comparison and analysis of the optimal decision between the centralized decision model and the decentralized decision model,we get a reasonable and effective conclusion,namely the implementation of wholesale price + fixed compensation contract to achieve the optimal coordination.The fifth chapter is the numerical simulation and the analysis of the results,through Matlab will be introduced to the specific parameter values in the previous chapter of the calculation,in order to verify the correctness of the method,and on this basis,the key factors and parameters are studied and summarized,and give the corresponding improvement suggestions.The sixth chapter is the conclusion and prospect of the research,which summarizes the research results and has the significance of management enlightenment.Finally,the limitations of the research and the thinking of future research are put forward. |
