Study On Hierarchical Decision-Making And Contract Coordination Of Agricultural Product Live Broadcast E-Commerce Supply Chain Under Different Rights Structures

In recent years,the penetration rate of online sales of agricultural products has grown rapidly,and live e-commerce is gradually growing into an emerging agricultural product distribution channel,which has also given rise to a live e-commerce supply chain consisting of agricultural product suppliers,anchor teams(retailers)and consumers.Due to the differences between the head anchor team and the small and medium-sized anchor team in terms of their fan base and ability to bring in goods,they have different power of speech in the live e-commerce supply chain,thus constituting a different power structure in the live e-commerce supply chain.In order to meet the differentiated needs of consumers for agricultural products,members of the upstream and downstream of the live e-commerce supply chain adopt the agricultural product grading model to target different segments of consumers.In practice,the grading of agricultural products usually adopts two models:supplier grading and retailer grading.Based on this,this paper integrates two supply chain rights structures and two agricultural product grading models to construct four decision models,so as to analyze the impact of different rights structures and grading model combination strategies on the pricing of agricultural products,the level of live marketing efforts and the profits of all parties in the supply chain,and then design two pricing contracts to explore the optimization effect on the agricultural products live e-commerce supply chain.This paper takes a two-tier live e-commerce supply chain consisting of a team of anchors(retailers)and agricultural products suppliers as the research object,constructs four Stackelberg game models based on two supply chain rights structures,namely retailer-dominated and supplier-dominated,and two agricultural products grading models,namely retailer-grading and supplier-grading,and then solves the decision model of the live e-commerce supply chain to analyze the impact of consumers’ preference for high-quality Secondly,a contract model based on a two-part pricing contract with different rights structures is constructed against irrational decentralized decision-making,so as to solve for the optimal fixed cost,optimal wholesale price,and the optimal price to be paid in achieving supply chain coordination.Finally,we provide theoretical support for the decision making of enterprise R by taking it as an example.The study shows that:(1)total supply chain profits are highest when the supplier-led model is tiered by the retailer,while the supplier-tiered model is the most profitable for the supplier;the retailer-tiered model is the most profitable for the retailer-led model;and the supply chain member who has both the ownership and the tiered role is more profitable for both the retailer and the supplier.(2)For premium produce,the selling price is higher when the supplier takes ownership and undertakes grading,while for general produce,the selling price is higher when the retailer grades under supplier ownership.(3)The level of anchor marketing effort is independent of the grading entity,but is related to the dominant firm and is higher when the supplier is dominant.(4)Under certain conditions,the two pricing contracts can achieve supply chain coordination to promote a virtuous cycle in the live e-commerce supply chain for agricultural products.