| Agricultural activities rank third in the composition of China’s greenhouse gas emissions.Since the state announced the "double carbon" target and encouraged e-commerce to help agriculture,the concept of low carbon and environmental protection has been deeply rooted in people’s hearts,and it has become a natural step to help the countryside by "live ecommerce" and other means.In this thesis,we consider the impact of two-way cost-sharing public service advertising endorsement model and paid advertising endorsement model on the online sales of agricultural products in the smart supply chain,taking into account the reality.In addition,we also consider the model study of low carbon agricultural products under the "profit giving" behavior of smart platform,and explore the impact of altruistic preference coefficient on the carbon reduction of farmers and the overall profit of the supply chain system.The main contents are as follows:(1)This thesis considers the common online sales problem of small and medium-sized farmers in the epidemic era,and the wisdom platform can provide online public welfare farming services,based on which two models of "small and medium-sized farmers + wisdom platform" and "small and medium-sized farmers + intermediaries + wisdom platform" are constructed under the scenarios of public welfare advertising endorsement and paid advertising endorsement."Based on these two models,we investigate the influence of advertising input level and platform service level on the decision of the wisdom supply chain,as well as the optimal sharing ratio of joint advertising,and compare and analyze the overall profit of the supply chain system and the profit of related subjects under the six scenarios.Finally,through case study analysis and MATLAB numerical simulation,it is concluded that in the cooperation mode between small and medium farmers and the wisdom platform directly,public welfare advertising is better than paid advertising,and due to practical factors,more small and medium farmers will choose intermediaries to connect with the platform,while the joint advertising strategy designed in this thesis can achieve Pareto improvement.(2)Based on the "double carbon" objective,this thesis considers four operation modes of low-carbon smart supply chain for a two-level low-carbon smart supply chain composed of a single farmer and a single e-commerce platform,and explores the influence of emission reduction strategies based on altruistic preferences on the decision of low-carbon smart supply chain.Finally,through case study analysis and MATLAB numerical simulation,it is concluded that the centralized decision is better than the decentralized decision with altruistic preference and the decentralized decision without altruistic preference,and in order to achieve the optimal level under the centralized decision,the coordination of the lowcarbon smart supply chain is achieved by designing the "altruistic preference emission reduction" contract.This thesis explores the influence of the optimal sharing ratio of joint advertising and altruistic preference coefficient on the carbon reduction of farmers and the overall profit of the supply chain system,establishes a mathematical model through the Stackelberg game to carry out an arithmetic study,compares and analyzes the optimal decisions under different models,gives management recommendations,and at the same time summarizes the shortcomings and outlook for the current research of the article.We hope to provide theoretical and practical references for the selection of the optimal strategy of low carbon smart supply chain. |
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