Pricing Decisions Of Agricultural Product Supply Chain Under The Background Of Live Streaming E-commerce

Live e-commerce gradually assumes a significant role in the supply of agricultural products,but there are unreasonable phenomena such as random prices in the pricing of live streaming agricultural products,and the choice of supply chain mode still lacks a reasonable decision-making basis.This thesis focuses on the pricing decisions of different live agricultural supply chains,and considers the impact of live broadcast form on consumer behavior.This thesis mainly compares and analyzes the two agricultural product supply chain modes of origin delivery and front-end warehouse delivery,and obtains which mode is more conducive to the optimal income of farmers under different circumstances or parameters within a specific range,so as to highlight the goal of agricultural product live broadcasting,that is,to benefit farmers,and finally obtain the optimal pricing decision in the two modes.Based on the practical problems existing in the pricing and mode of live agricultural products,as well as the current research on the decision-making of agricultural product supply chain in the academic field,this thesis solves the retail price of agricultural products under each supply chain mode,and summarizes and compares each model.The main research questions are:(1)Get the optimal pricing decision of supplier-live-directsales mode and retailer-live-sales-mode when using direct delivery from origin and frontend warehouse delivery in the two modes;(2)How consumer behavior affects decisionmaking and then affects the choice of agricultural product supply chain mode under live broadcasting;(3)The influence of each parameter on the decision-making of retail price and preservation effort level of agricultural products under different conditions.Based on the background of ’ agricultural products + live broadcast ’,this thesis considers different supply chain models,and adds factors such as preservation efforts,consumers ’ sensitivity to anchor behavior and freshness of agricultural products.Under the background of direct sales of suppliers and online retailers,the corresponding profit models of direct delivery mode and pre-warehouse delivery mode are established respectively.The optimal retail price of agricultural products and the corresponding maximum profit are solved,and how to choose the mode under different conditions is analyzed.Combined with the questionnaire results and related literature,an example is designed to solve the problem,and the sensitivity analysis of each parameter is carried out.The research shows that:(1)the lower the sensitivity of consumers to the retail price of agricultural products,the higher the sensitivity to factors such as freshness and the number of fans,the higher the optimal retail price of agricultural products;(2)When suppliers or retailers can guarantee a lower loss of agricultural products,the prewarehouse delivery mode has more advantages than the origin delivery mode.(3)The higher the sensitivity of consumers to the price of agricultural products,the lower the retail price of agricultural products in each mode.But when prices are lower,profits do not necessarily decline.(4)When consumers are more sensitive to the retail price of agricultural products,the retail price of the former is more likely to be lower than that of the latter,but the profit is more likely to be greater than that of the former.There are 33 figures,7 tables,and 69 references in this thesis.