双渠道下生鲜农产品供应链的协调机制分析-analysis on coordination mechanism of fresh agricultural products supply chain under double channels.docxVIP

AbstractWiththerapiddevelopmentandimprovementofInternet,moreandmorethefreshagriculturalproductsuppliershavesoldproductsthroughtheonlinedirectly.However,themarketingmodelthatitcontainsthetraditionalretailchannelandonlinemarketingchannelmakestheconflictbetweensuppliersandretailersbeaggravatedandthecoordinationissueonthedual-channelsupplychainmoreimportantwiththeenterprisesopene-commerce.Therefore,thispaperdiscusseshowtoimpactthetwo-channelsupplychaincoordinationthroughtheimprovedtwosidesofrevenuesharingcontract,informationsharingbehaviorandfairnessconcernsbehaviorfirstly,andthenonthisbasis,addsinformationsharingbehaviorthattheexternalfactorsofsupplychainandfairnessconcernsbehaviorthattheinternalfactorstoresearchtothemodeloftheimprovedtwosidesofrevenuesharingcontract,andanalyzetheevolutionarygamebasedonittoobtaintheconditionswiththeparametersthatmakethecoordinationtoreachasteadystateandthesupplychaintoachievetheParetooptimal.Firstly,withdual-channeloffreshagriculturalproductssupplychainastheresearchobject,buildstheagriculturalproductssupplychainmodelinthecaseofthreewaysthattheimprovedtwosidesofrevenuesharingcontract,theinformationsharingbehavior,thefairnessconcernsbehavior.ItshowsthatthreewayshavecoordinationindoublechannelofthesupplychainthroughStackelbergapproachandNashequalization.Secondly,withdual-channeloffreshagriculturalproductssupplychainastheresearchobject,addstheinformationsharingbehaviorintothemechanismmodelofimprovedtwosidesofrevenuesharingcontract,itobtainsthecontracthasincentivestoinformationsharingandgetstheconditionsofthiscontracttoachievecoordinationinthiscasethroughStackelbergapproachandNashequalization,duetothestabilitycan’tbeachieved,andthenappliesevolutionarygametheorytoanalyzeandinvestigate,andprovestheconditionsofcontractparametersandthelevelofinformationsharingcouldmakethesupplychainreachawin-winsituationandtheParetooptimal,finally,itfurthervalidatesthecorrectnessoftheconclusionsthroughthecaseanalysis.Finally,withdual-channeloffreshIIagricultura