Research on Channel Cooperation Strategy of Fresh Produce Considering Two Service Offerings
Fresh produce provider collaborates with retailer in both online and offline channels to fulfill delivery services and freshness-keeping services considering consumers'choice for diverse delivery services and perception bias surrounding freshness-keeping services.A Stackelberg game model was created to analyze the implementation of the'buy-online-and-pick-up-in-store'(BOPS strategy)and'buy-online-and-deliver-from-store'(BODS strategy)by supplier.This analysis was done to clarify the implementation interval of the two fresh produce supply chain channel cooperation strategies compared with the benchmark strategy.The best outcomes were compared with the baseline strategy through numerical analysis to explore the achievement interval of the cooperative strategies after analyzing the optimal sales price,freshness-keeping service level,channel demand,and profit change after the implementation of BOPS or BODS strategy.The results show that improving consumers'perceptions of freshness-keeping during self-pickup or enhancing retailer service levels during distribution and delivery can increase market demand for fresh produce.But there are differences between the stimulation effects of freshness-keeping and delivery services on consumers'purchases of fresh produce.Additionally,modest revenue sharing or direct payments from the supplier to the retailer to cover the cost of the delivery service can improve the two parties'cooperation in some cases.
万方数据
维普
