Contract Coordination of Fresh Agri-Product Supply Chain under O2O Model

Qing Yang, Lei Xiong, Yanfeng Li, Qian Chen, Yijing Yu and Jingyang Wang
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Qing Yang: School of Logistics, Yunnan University of Finance and Economics, Kunming 650221, China
Lei Xiong: School of Economics and Management, Yunnan Normal University, Kunming 650500, China
Yanfeng Li: Business School, Yunnan University of Business Management, Kunming 650106, China
Qian Chen: Business School, Yunnan University of Business Management, Kunming 650106, China
Yijing Yu: School of Logistics, Yunnan University of Finance and Economics, Kunming 650221, China
Jingyang Wang: School of Logistics, Yunnan University of Finance and Economics, Kunming 650221, China

Sustainability, 2022, vol. 14, issue 14, 1-20

Abstract: The development of the fresh-food e-commerce has led scholars to pay more attention to research on the agricultural product supply chain. This paper analyses the operation mode of the new O2O retail fresh supply chain by constructing the Stackelberg game model, takes the freshness and freshness-keeping efforts of fresh agricultural products as the main considerations, and analyses and compares the overall income of the supply chain under different decision-making modes. The results of the study show that: (1) In a centralized decision-making model, collaboration between suppliers and retailers online and offline can increase their respective revenues, and overall supply chain profits increase as the proportion of collaboration increases; (2) compared to decentralized decision-making, revenue-sharing contracts can increase the overall profitability of supply chain members and the supply chain when the revenue sharing factor is relatively high in the case of online and offline channel collaboration; (3) finally, the impact of revenue-sharing contracts on supply chain profitability is discussed through numerical analysis.

Keywords: fresh produce supply chain; O2O; online and offline cooperation; contract coordination; game theory (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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