Research On Revenue Distribution Of Community New Retail Fresh Product Supply Chain Based On Cooperative Game

Compared with the original O2O(online-offline)model,the "new retail" model focuses on the integration and coordinated development of online and offline,breaking the original independent and conflicting relationship between online and offline.The new retail offline stores usually focus on screening and experience,while online is more of a transaction and payment function,and efficient logistics connects them together to form a business closed loop.With the growing field of new retail enterprises’ operations,their impact on the traditional e-commerce market is gradually coming to the fore,however,at the same time,their problems such as high supply chain operation costs,slow implementation process of supply chain management system and lack of fairness in supply chain revenue distribution are also exposed and solutions are urgently sought.This thesis takes the background of new community retailing and fresh produce industry as the entry point,and conducts an in-depth study on the operation and revenue distribution pattern of China’s fresh produce supply chain based on cooperative game.In addition,the fresh produce retailing based on the brand effect of new retailing has a certain premium effect,and its supply chain revenue distribution should not only be based on the perspective of improving the disadvantageous situation of the disadvantaged subjects in the negotiation,but also needs to reflect the contribution factors of each stakeholder,combining with the complex and dynamic characteristics of the supply chain revenue distribution problem,this thesis makes a two-stage modification of the Shapley value model from the perspective of cooperative game.The model is modified in two stages: the model is adjusted ex ante by using four factors: capital investment,risk taking,brand marketing and quality control,and the profits are redistributed among the supply chain subjects by weighing the common benefits and private benefits of the supply chain members.The validation results show that the cooperative game approach can not only improve the overall revenue of the community new retail fresh produce supply chain,but also motivate each node enterprise to improve its contribution to the supply chain as a whole,which helps each node enterprise to form a dynamic and stable cooperative relationship,and is conducive to improving the competitiveness of the whole supply chain and enterprises.Finally,we propose countermeasures for the main planters,new community retail enterprises and community stores on how to achieve a reasonable state of this revenue distribution,so as to promote the coordination of the status of the main actors in the supply chain,form a more stable and long-term supply chain operation mode,and improve the overall efficiency of the supply chain.This thesis applies cooperative game theory to community new retail fresh produce supply chain management,which enriches the research results of community new retail fresh produce supply chain;at the same time,it provides a new idea to solve the revenue distribution problem among stakeholders of community new retail fresh produce supply chain,which helps to improve the enthusiasm of all supply chain subjects to participate in cooperation,improve the operation efficiency of supply chain,and promote the sustainable development of community new retail fresh produce industry.It will help to improve the cooperation among the stakeholders in the supply chain,improve the operational efficiency of the supply chain,and promote the sustainable development of the community new retail fresh produce industry.