| With the development of the internet and the improvement of residents’ consumption levels,fresh food e-commerce is playing an increasingly important role in people’s lives.Consumers can browse a nd purchase fresh agricultural products through e-commerce platforms in a short period of time,which has led to a continuous increase in the production and circulation of fresh agricultural products in our country.However,during the process from the ori gin to the consumers,there is a large amount of double loss in quantity and quality of agricultural products.Therefore,as an important guarantee for the quality of fresh agricultural products,the market demand for cold chain logistics is further expanding.The high cost of cold chain logistics and the rigid demand of consumers require cold chain logistics companies to reasonably price their services.The pricing of cold chain logistics services not only affects the profits of cold chain logistics companies and fresh agricultural product e-commerce companies,but also affects consumers’ willingness to pay.This article mainly focuses on the research of the pricing of cold chain logistics services for fresh agricultural products in the e-commerce environment.(1)An analysis of the influencing factors and their evaluation for the pricing of cold chain logistics services for fresh agricultural products is carried out.In order to reduce the dual loss of quality and quantity of fresh agricultural products,lower the circulation cost of fresh agricultural products,and improve the reliability of logistics services,this article systematically analyzes the importance and hierarchical relationship between the influencing factors of pricing for cold chain logistics services of fresh agricultural products.By using the Delphi method to select 16 indicators,a pricing evaluation index system for cold chain logistics services for fresh agricultural products is constructed,and the causal attributes of the influencing factors of logistics service pricing are discussed using the Decision Making Trial and Evaluation Laboratory(DEMATEL)model.Based on the Interpretative Structural Modeling Method(ISM),the direct,indirect,and fundamental influencing factors in the pricing system of cold chain logistics services for fresh agricultural products are determined,and a hierarchical structure is established to divide the complex relationship among the influencing factors of cold chain logistics service pricing into a certain hierarchy.The results show that the influencing factors of pricing for cold chain logistics services of fresh agricultural products exhibit complex relationships,such as same-level or cross-level connections,and the value differences of fresh agricultural products and after-sales losses have a relatively large impact on the pricing of cold chain logistics services for fresh agricultural products.(2)Agricultural products cold chain logistics service pricing model for fresh produce value differences is constructed.Based on Stackelberg game theory,an equilibrium analysis of interests is conducted,and a cold chain logistics service pricing game model is constructed among consumers,fresh produce e-commerce companies,and cold chain logistics service companies.The model takes the cold chain logistics service company as the leader,the fresh produce e-commerce company as the follower,and the consumer as the secondary follower.Through the analysis of two strategies,non-cooperative game and cooperative game,for cold chain logistics service pricing under fresh produce value differences,the optimal pricing and best revenue for fresh produce e-commerce companies and cold chain logistics service companies are obtained.Taking two fresh produce items with different values as examples,numerical simulation is conducted based on the cold chain logistics service pricing model,and the pricing strategies of non-cooperative game and cooperative game are compared.It is concluded that under the non-cooperative game pricing strategy,as the price of fresh produce increases,the profit of the cold chain logistics service company keeps rising,while the revenue of fresh produce e-commerce companies fluctuates.Under the cooperative game pricing strategy,the total profit of the fresh produce supply chain increases,and the profit of the cold chain logistics service company significantly improves.(3)A cold chain logistics service pricing model for fresh agricultural products’ after-sales loss is presented.The article constructs three pricing decision models for fresh agricultural products supply chains,namely,no return,return due to non-cold chain logistics reasons,and return due to cold chain logistics reasons.It applies the Stackelberg game dynamic pricing theory to derive the optimal pricing decision results under the decentralized decision-making mode to cope with the specificity of pricing decisions in the fresh agricultural products supply chain.The study found that the larger the market share of fresh agricultural products through e-commerce platforms,the higher the prices of fresh agricultural products,cold chain logistics services,and the profits of participants in the fresh agricultural products supply chain.Additionally,numerical analysis shows that as the price sensitivity coefficient increases,the prices of fresh agricultural products and cold chain logistics services,as well as the profits of fresh agricultural product e-commerce companies and cold chain logistics service companies,decrease.At the same time,the higher the quality sensitivity coefficient and the greater the quality improvement factor,the greater the pricing and profit of fresh agricultural product e-commerce companies and cold chain logistics service companies,and the gap between them gradually increases. |
