Research On The Pre-sale And Preservation Strategies Of Fresh Agricultural Products Under The E-commerce Model

With the development of fresh food e-commerce,my country’s agricultural industry chain has also begun to enter a period of profound transformation,and the fresh food supply chain model has been continuously innovated."Getting closer to consumers and closer to the place of origin" is the development trend of fresh food e-commerce.In this context,the new business model of direct delivery from the origin is becoming more and more popular,which further unblocks the sales channels of agricultural products,shortens the supply chain links,and helps to strengthen the construction of regional brands of characteristic agricultural products.However,fresh agricultural products are perishable,and the construction of refrigerated and fresh-keeping facilities in the production area is relatively weak,and due to factors such as the need to wait for this mode and consumers’ distrust of online purchases of fresh food,the circulation efficiency of agricultural products in the production area is low and the loss is high..In order to reduce the operational risks of agricultural product sellers under this model,this paper considers the introduction of a pre-sale + origin preservation mechanism based on the model of e-commerce sales + direct delivery from the origin.That is,the introduction of pre-sale before the maturity of agricultural products to lock in market demand in advance;the introduction of fresh-keeping at the origin after mature picking,to reduce the decay rate of the freshness of agricultural products,and to further improve the performance of the supply chain through the sharing of fresh-keeping costs.First,under the influence of consumer demand by freshness,the retailer’s expected profit function under spot sales,pre-sale sales,and only pre-sale sales is constructed to obtain the retailer’s order quantity decision and pre-sale when the expected profit is maximized.Discount factor decision.Through research,it is found that when the sensitivity coefficient of consumer freshness is low,pre-sale is not necessarily better than single spot sales,but with the increase of consumer freshness sensitivity,the advantages of pre-sale sales will be much greater than spot sales.At the same time,with the increase of the diffusion effect coefficient,retailers will adopt lower pre-sale discounts to promote the formation of word-of-mouth effect in the spot period.When consumers’ preference for freshness is high,market demand fluctuates greatly during the spot sales period,and the profit margin during the spot sale period is low,retailers will reduce the supply during the spot sale period and shift the sales focus to the pre-sale period.And only when consumers accept pre-sale is very high,retailers will choose to only pre-sale sales.Secondly,based on the implementation of pre-sale,the introduction of fresh-keeping at the place of origin during the spot sales period slows down the decay rate of the freshness of agricultural products in the place of origin.At the same time,considering the establishment of a cooperation mechanism between the production base and retailers to jointly share the cost of fresh-keeping,a centralized decision-making model is established respectively.,decentralized decision-making model and fresh-keeping cost-sharing contract model,respectively,to obtain the optimal order quantity decision of retailers and the fresh-keeping investment decision of production bases.orders have decreased.Adopting a cost-sharing contract for fresh-keeping can promote the enthusiasm of the production base for fresh-keeping investment.If the production base implements wholesale price discounts,it is beneficial to increase the enthusiasm of retailers to share the fresh-keeping cost and the overall expected profit of the supply chain,but it is not necessarily beneficial to the production base.When consumers have a high preference for freshness and the freshness of agricultural products decays rapidly,pre-sale sales and cost-sharing of freshness preservation can maximize the performance of the supply chain and the profits of both producers and sellers.