Research On Financing And Coordination Strategies Of Fresh Agricultural Product Supply Chain Considering Technology Investments

As the quality of life of consumers has improved in recent years to promote the upgrading of the fresh produce market,this thesis looks at the freshness and information transparency of fresh produce,which affects the purchasing behaviour of consumers,to improve the freshness and safety of fresh produce by investing in freshness preservation technology and blockchain technology,so as to adapt to the fresh produce market.The thesis then examines the fresh produce supply chain from the perspectives of fresh produce loss improvement and consumer trust enhancement,and investigates the coordination strategy of technology investment in the fresh produce supply chain based on the financing scenario,taking into account the financial constraints prevailing in the operation of small and medium-sized suppliers in the fresh produce market.This thesis considers a secondary supply chain system consisting of a single fresh produce supplier and an e-commerce platform.Based on the internal and external financing of fresh produce suppliers,this thesis combines two technology investment strategies in the fresh produce supply chain and constructs a benchmark game model,a Stackelberg game model under the fresh produce supplier investment in preservation technology model and the fresh produce supply chain investment in blockchain technology model respectively,focusing on the comparative analysis of the fresh The Stackelberg game model is used to compare a series of decision problems of each supply chain member in different models in terms of sales,pricing,investment conditions and corresponding profit levels before and after investment in technology.Based on this,a cost-sharing contract,a revenue-sharing contract and a two-part pricing contract are designed and introduced to coordinate the technology investment decisions in the fresh produce supply chain based on the financing scenario.The main findings of the study are as follows.(1)When the set e-commerce loan interest rate is similar or equal to the bank loan interest rate,the fresh produce suppliers’ choice of e-commerce platform financing is always better than bank financing.(2)Comparing the investment in preservation technology model and the investment in blockchain technology model with the benchmark model respectively,under the scenario of fresh produce suppliers financing based on e-commerce platform,both technology investments can bring higher profits to the fresh produce supply chain.It was also calculated that when the freshness cost factor and the blockchain cost factor meet a certain size relationship,the fresh produce supply chain can be judged to have a better investment strategy for one technology.(3)The profits of fresh produce suppliers always increase after using the cost-sharing contract and revenue-sharing contract coordination model,and the ratio(cost-sharing ratio/revenue-sharing ratio)is an important condition that affects the profits of the ecommerce platform,which increases with the increase of the ratio when the ratio is low and subsequently decreases.Using a two-part pricing contract coordination model can bring fresh produce supply chain profits to levels that would be achieved under centralised decision-making,enabling Pareto Improvement.