Study On Coordination Of Dual Channel Supply Chain Of Fresh Agricultural Products Under Random Demand

With the continuous popularization and development of the Internet,big data,cloud computing and online payment technologies,online sales mode has been more and more widely used by consumers.The sales mode dominated by e-commerce direct sales,live delivery of goods and the connection between farmers and supermarkets has developed rapidly in the fresh retail industry,and the consumption scene has become more diversified,forming a new dual-channel supply chain mode of fresh agricultural products.In the case of the normalized epidemic,the online market penetration of fresh agricultural products continues to increase.The dual-channel supply chain model of fresh agricultural products developed by the combination of online and offline has attracted much attention.However,homogeneous fresh agricultural products sold in the same target market will inevitably cause fierce channel conflicts online and offline.Therefore,it has become the key to ensure the stable development of the dual channel supply chain to formulate a reasonable coordination mechanism for the fresh agricultural products dual channel supply chain.This paper studies the coordination of the dual channel supply chain of fresh agricultural products under random market demand.Based on the random market demand and combined with the current situation of normal epidemic prevention and control,it considers the situation of suppliers’ risk aversion and retailers’ risk neutrality caused by risks.Under such conditions,the decision-making and coordination of the fresh e-commerce supply chain are firstly studied.By building a fresh electricity supply chain model under supplier risk avoidance,the optimal decision under the fresh electricity supply chain was studied,and the "revenue sharing" contract was designed to realize the coordination of the fresh electricity supply chain.Secondly,based on the study of fresh e-commerce,this paper takes the dual channel supply chain model of fresh agricultural products coexisting online and offline channels as the object,analyzes the decision-making characteristics of the dual channel supply chain model,and designs the combined coordination contract of "revenue sharing-preservation cost sharing" to realize the coordination of the fresh dual-channel supply chain.The study found:(1)In the fresh e-commerce and fresh dual-channel supply chain,regardless of the decision-making mode,with the increase of demand fluctuation or risk aversion,the supplier’s preservation effort,optimal pricing and the overall supply chain income all decline,and the supplier makes decisions based on utility maximization rather than expected income maximization.Therefore,the impact of demand fluctuation should be reduced by means of forecasting or channel cooperation.(2)Compared with decentralized decision-making,centralized decision-making suppliers can provide "high quality and low price" products and have higher supply chain benefits.Through "revenue sharing" contract,coordination of fresh e-commerce supply chain can be realized and Pareto improvement of supply chain members can be achieved.However,for the complex dual-channel mode,both suppliers and retailers have their own decision-making objectives,and channel conflicts are more obvious.The single-contract mode cannot achieve supply chain coordination.Therefore,the improved combination contract of "revenue sharing and preservation cost sharing "can improve the preservation level of suppliers and realize the coordination of dual-channel supply chain.(3)With the increase of the elasticity of fresh demand,suppliers in the fresh e-commerce supply chain and the fresh dual-channel supply chain tend to implement the strategy of "high quality and low price" for low-value fresh agricultural products and the strategy of "high quality and high price" for high-value fresh agricultural products.(4)In the dual-channel mode,with the increase of consumers’preference for offline channels,retailers’ channel status is enhanced.When the preservation cost factor is small,suppliers will reduce the channel price and the supply chain can implement the strategy of "low quality and low price".When the preservation cost factor is greater than a certain value,the supply chain implements the strategy of "low quality and high price" because the supplier will increase the product cost to ensure the profit.