Research On Dual-Channel Supply Chain Of Fresh Agricultural Products With Multi-Subsidy

In 2022,the two sessions ended,and the issue of agriculture,rural areas,and farmers once again became a hot topic.In fact,with the help and encouragement of national policies,as well as the development of the Internet and e-commerce platform,more and more farmers have changed from traditional offline single-channel sales to online and offline dual-channel product sales.However,there are still some problems in the supply chain of agricultural products,such as poor circulation and difficult sales.Especially under the influence of the epidemic situation,the plight of shortage of funds in the supply chain of agricultural products and unsaleable fresh agricultural products has attracted more and more attention.The government and some e-commerce platforms(such as JD.COM and Taobao)have launched assistance measures to help farmers out by means of flow inclination and financial subsidies.Based on this background,the supply chain of fresh agricultural products is faced with information disclosure decision of product fresh-keeping efforts(spply chain information summetry or asymmetry)and channel sales decision.In order to solve this problem,based on Stacklberg game,this paper constructs a dual-channel sales model of agricultural product suppliers,in which products are sold directly on the e-commerce platform online and through the retailer offline.Under four different model backgrounds(i.e.,when there is no subsidy and the fresh-keeping information is symmetrical,when there is no subsidy and the freshkeeping information is asymmetrical,when there is subsidy and the fresh-keeping information is symmetrical,and when there is subsidy and the fresh-keeping information is asymmetrical),this paper gets the optimal sales strategies of all parties,and explore the influence of factors such as product basic market share,product sales time and online platform commission rate on the optimal strategies and profits of the supplier and the retailer.The analysis shows that with the increase of basic market share of offline products,the retailer will always improve the level of fresh-keeping efforts,while the increase of retail price and wholesale price of offline products and the decrease of online direct selling price need to meet certain conditions.Whether the government subsidizes the supplier or the platform subsidizes the consumers,the supplier can always formulate the optimal sales strategy to get profits from the subsidies.More importantly,under the background of four different models,multi-subsidy and information asymmetry have no influence on the optimal strategy of supply chain participants.However,the information of the retailer’s private fresh-keeping efforts affects the threshold of decision-making changes between the supplier and the retailer.In addition,through numerical analysis,this paper draws the following conclusions.Firstly,setting a reasonable commission rate is beneficial to the platform,and the existence of subsidies increases the platform’s decision-making space about commission rate.Secondly,with government subsidies,the supplier,the retailer and the e-commerce platform can all benefit from it,which is conducive to the formation of strategic partnership alliances.Regarding the influence of multi-party subsidies and information asymmetry,numerical analysis shows that for the supplier,multi-party subsidies and information asymmetry can increase its profits.For the retailer,it is always beneficial to keep the information asymmetry of fresh-keeping efforts,while multi-party subsidies will generally reduce the retailer’s profits.For the e-commerce platform,multi-party subsidies are always beneficial,which can alleviate the adverse effects of information asymmetry and even offset the effects of information asymmetry.Finally,this paper further explores the profit of the supplier in the single channel.We find that,in general,the profits of the supplier from online direct sales channels are always higher than those from offline channels,which reflects the advantages of suppliers in establishing direct sales channels.Moreover,the profit of suppliers who establish dual channels is always higher than that of any single channel,which also explains why more and more businesses tend to sell through multiple channels.