Research On The Coordination Of Fresh E-Commerce Supply Chain Based On Freshness-Keeping Efforts And Marketing Services

With the prosperity of the e-commerce industry,fresh e-commerce has been developing rapidly,transforming many traditional fresh enterprises into this field.Fresh e-commerce platforms are attracting an increasing number of consumers to buy fresh produce online due to their advantages,such as low price and fast delivery.In addition,the three-year epidemic has greatly increased the demand for fresh delivery to home,and many potential consumers have gradually developed the habit of online ordering,thus the fresh food e-commerce industry has shown a steady upward trend.At the same time,with the improvement of living standards,consumers will pay more attention to the quality and service of fresh produce.Therefore,in order to satisfy consumers,fresh e-commerce will provide marketing services on the platform,such as price promotion,low-priced product exchange,and ingredient matching.In the fresh e-commerce supply chain,the platform focuses on marketing services for produce while other members of the supply chain keep and distribute the produce,which makes it easy to produce free riders and cause incoordination in the supply chain.Therefore,exploring how to coordinate the e-commerce supply chain and reduce loss,improve freshness and service level,ultimately provide consumers with high-quality,low-cost fresh produce,and improve the performance level and enterprise competitiveness of the fresh e-commerce supply chain are both meaningful and critical.This paper takes the fresh e-commerce supply chain as the research object,comprehensively considers the freshness of fresh produce and the level of marketing services to jointly affect market demand,and studies the coordination of fresh e-commerce supply chain.Firstly,the relevant literature and research status are sorted out and elaborated on based on the relevant theoretical concepts of supply chain coordination,fresh produce,and fresh e-commerce,which are explained in depth.Secondly,the model of two-echelon fresh e-commerce supply is constructed,the optimal decisions under centralized and decentralized decision-making are compared,and it is found that centralized decision-making is more profitable.Based on this work,we designed a revenue sharing and cost sharing combination contract.Then,considering another situation in real life,a third-party logistics service provider was introduced to build a three-level supply chain of fresh e-commerce,and the optimal decision-making and coordination of the supply chain were further discussed.Finally,the optimal decision-making of each model under two different situations in the fresh e-commerce supply chain is numerically simulated,and the sensitivity of each parameter under each model is analyzed.The research results show that:(1)The decision variables in three modes of the fresh e-commerce supply chain have a unique optimal solution,and the optimal solution of the centralized model is better.(2)The revenue and cost sharing contract proposed in this paper has good universality.In the two cases,after implementing the contract in the fresh e-commerce supply chain,each decision variable and member profits have been effectively improved.(3)Freshness and marketing service levels are directly proportional to supply chain performance.The sensitivity analysis of each parameter shows that the improvement of freshness and marketing service level will bring more orders and revenue to the supply chain,and the higher the sensitivity of consumers to it,the more significant the effect will be.