Research On Decision Making And Coordination Of Fresh Produce Supply Chain Under Community Group Buying Model

In 2020,buying fresh produce online and contactless delivery is becoming increasingly popular as the new crown outbreak has affected people’s buying habits.At the same time more users are shifting their shopping habits from offline to online,with the user base expanding from first-and second-tier cities to third-and fourth-tier cities.This has created opportunities for the development of the community group buying model,attracting more capital and leading to more intense competition in the industry.In order to promote the development of the community group-buying model in the post-epidemic era,the fresh produce supply chain under the community group-buying model has become one of the hot spots that scholars are eager to study.Therefore,studying the fresh produce supply chain under the community group buying model,considering the characteristics of fresh produce,analysing the decision making of the supply chain under the community group buying model,and exploring a contractual coordination mechanism to achieve the purpose of optimising the supply chain,is not only meaningful for improving the performance of the fresh produce supply chain,but also promotes the development of a virtuous cycle of the fresh produce supply chain under the community group buying model.This thesis takes the fresh produce supply chain under the community group buying model as the research object,analyses the development history of community group buying,considers the influence of freshness preservation effort level and service effort level on freshness and customer satisfaction,and constructs two models of supply chain when the supplier is dominant and the logistics service provider(TPLSP)and e-commerce enterprise are the second dominant respectively.A profit function decision model was constructed for each scenario,and the profit function was solved by inverse induction through Stackelberg game theory.The effectiveness of the contract was verified through analysis.The main research elements and findings are as follows:A profit function model of centralised decision making and decentralised decision making under two scenarios was developed and solved,followed by a comparative analysis of decision variables and profits such as retail price,freshness effort and service effort to explore the impact of dominance on firm profits and the impact of freshness sensitivity coefficient and service sensitivity on supply chain performance.The study found that whether the e-commerce company holds the second dominant position or the logistics service provider holds the second dominant position,the total profit,freshness effort and service level of the supply chain are better under the centralised decision,and the freshness sensitivity coefficient and service sensitivity have a positive relationship with the total profit of the supply chain,while the party with more dominant position obtains relatively higher profit.A contract model is constructed for the supply chain under the two scenarios to optimise and coordinate supply chain profits.It is found that cost-sharing contracts can effectively coordinate supply chain profits in both scenarios,and when the cost-sharing ratio reaches a certain value,the Pareto improvement of the supply chain can be achieved,making the supply chain members achieve a win-win situation.Numerical analysis,sensitivity analysis of each decision variable and contractual coordination parameter,verifies the above findings,so that supply chain members can compete for dominance to gain benefits for themselves,or negotiate for greater benefits;guiding consumers to be more sensitive to freshness and service levels is conducive to promoting a virtuous cycle in the supply chain.