Decision Making And Coordination Of Fresh Agricultural Supply Chain Considering Green Preference

With the rapid improvement of people’s living standards,more and more attention has been paid to green food.The financial instruments such as green credit has also helped a growing number of small and medium-sized enterprises to solve financial problem.In the process of building a green fresh supply chain,through bank loan financing,suppliers who short of funds can develop green planting and produce green food and then consider adjusting the pricing to maximize their own profits.For suppliers with financing difficulties,retailers can also choose to bear green production costs.At the same time,with the development of the Internet,the retail channels and operating models in fresh food industry are undergoing huge changes.On the one hand,retail channels are gradually developing to online.On the other hand,platform economy also creates new impetus for fresh resources integration.For fresh retailers,the profitability of enterprises in different operating modes is also different.Fresh retailers that adopt distribution mode make profits by earning the price difference of suppliers,while e-commerce platforms make profits by attracting suppliers to enter and charging commissions,service fees and advertising fees.Based the background above,it is worth studying how the fresh agricultural supply chain in the Internet era set reasonable prices and choose the right operation mode with the help of green credit financing,so as to achieve the purpose of improving the level of green food and optimal resource allocation efficiency.In view of this,from the perspective of main supply chain members,to study optimal green level,pricing decisions,financing mode selection and supply chain coordination contracts,the green food standards,green consumer preferences and green loan are combined and the nonlinear programming,game theory,numerical analysis and simulation method are comprehensively applied.Specifically,it includes:(1)By combining green financing with minimum green standards,a distribution supply chain model including fresh agricultural retailers is constructed,and pricing and green level decision-making of suppliers and retailers as well as supply chain coordination strategies are studied.Considering the constraints of green food standards,the profit function of supplier financing mode and retailer investment mode are constructed.Stackelberg game theory is used to solve the optimal pricing decision of supplier and retailer.Compared with centralized decision-making,the suitable contracts for supply chain coordination are proposed.(2)When the supplier enters the e-commerce platform,a supply chain including a supplier and a platform is built,and the pricing,green level decision and supply chain coordination strategy are studied.In the platform supply chain,suppliers directly determine the retail price while the platform takes a commission,and the platform is in a strong position.The model was solved and analyzed based on the order of platform party decision first and supplier decision later,and the sensitivity analysis of green sensitivity coefficient and other parameters was carried out.Similarly,the supply chain coordination strategy under different investment and financing situations is put forward.In addition,compared with the maximum profit of supplier and retailer under distribution supply chain,the supplier’s choice of investment and financing mode and the development direction of retailers are discussed.At the theoretical level,the research results integrate the background of green agriculture and the platform economy of fresh agricultural supply chain,and enrich the research of green credit in agricultural supply chain.On the application level,on the one hand,it provides reference for fresh supply chain to choose investment and financing methods,and on the other hand,it provides suggestions for supply chain pricing and fresh e-commerce transformation and development.