Research On Supply Chain Pricing Of Fresh-cut Roses Based On Network Pre-sale

With the rapid development of the Internet and the improvement of living standards,consumers are increasingly paying attention to product quality issues,especially in the case of fresh agricultural products,where it is impossible to ensure the freshness of the product,establish an optimal pricing scheme for fresh products,and thus maximize enterprise profits.Based on previous research,The online sales of fresh agricultural products is divided into two stages: online pre-sale and formal sales.A stackelberg game model is established.Through solving and analyzing the model,the optimal decision-making scheme is formulated for it.Then,through numerical analysis and using Matlab software,it is discussed that suppliers and company A respectively bear the freshness cost under different dominant modes,their demand price elasticity coefficient,freshness preference coefficient,freshness cost coefficient The impact of pre-sale cycle and sales cycle on the entire supply chain decision-making.This article first analyzes the current situation of fresh-cut roses in the online e-commerce platform Company A,and then analyzes the upstream,midstream,and downstream supply chains of the fresh-cut roses cooperation base of Company A.Finally,under the condition of online pre-sale,based on different dominant modes,four different stackelberg game models are established: supplier leads supplier to bear freshness costs,and supplier leads Company A to bear freshness costs,Company A leads the supplier to bear the freshness cost,and Company A leads the company to bear the freshness cost.Based on the actual operating data of Company A,the main conclusions in the game model under different circumstances are studied:(1)The greater the price elasticity coefficient,the more sensitive consumers are to price,resulting in lower overall demand and reduced profits,Company A should appropriately conduct a discount promotion on fresh cut rose products to increase the order quantity of the products.(2)The higher the freshness preference coefficient,the more consumers pay attention to the freshness of freshly cut roses.Therefore,it is necessary to focus on improving the level of product preservation efforts and establishing reasonable sales prices to maximize profits.(3)As the preservation cost coefficient increases,the level of preservation effort will decrease,resulting in lower pre-sale prices and sales prices.However,in this article,the reduction is not significant,so this factor may not be taken into account.(4)As the pre-sale cycle and sales cycle increase,consumers’ orders increase and their profits increase.Therefore,in order to meet the needs of consumers,the company should establish an appropriate sales period and select fresh cut flower rose products with high freshness to enhance the profits of the overall supply chain.Based on the research conclusions,this article intends to provide corresponding improvement suggestions for Company A during the online pre-sale process.The research is conducive to theoretically revealing the pricing mechanism of online pre-sale on the supply chain of fresh agricultural products,and is conducive to coordinating the contradiction between online channels and physical channels.In reality,formulating the optimal decision-making scheme for suppliers and Company A is conducive to improving the enthusiasm of suppliers and Company A in the production and sales of fresh agricultural products,ensuring the quality and freshness of fresh cut rose products,and better meeting customer needs.