Research on Supply Chain Operation Mode Selection and Decision-making of Fresh Food E-commerce Platforms
In recent years,the fresh food e-commerce industry has shown a rapid growth trend.The expanding scale of the fresh food market has stimulated fresh food e-commerce platforms to derive different platform operation modes,and the operation modes cho-sen by fresh food e commerce companies are also directly related to their pricing decision-making and revenue.Based on a supply chain consisting of a fresh food supplier and a fresh food e-commerce company,the paper studies the optimal operation modes of fresh food e-commerce platforms and suppliers in the three operation modes of e-commerce self-operated mode,supply chain mode and platform mode,and analyses the production,freshness preservation and pricing strategies of the fresh food supplier and the fresh food e-com-merce platform in different operation modes.The results of the study show that the selection of supply chain model for fresh food suppli-ers and e-commerce companies can maximise profits and achieve a win-win situation for both parties.When consumer price sensitivity is low,the product sales price is the lowest in the platform mode;as consumer demand becomes more sensitive to product price,the supply chain mode can provide lower product sales price.
fresh food e-commercefreshness preservation effortsoperation modeStackelberg game
NETL
NSTL
万方数据
