As live e-commerce deeply empowers the real economy,promotes the digital transformation of en-terprises,and fosters new types of consumption,the traditional agricultural product supply chain has evolved into a live e-commerce supply chain for agricultural products,thereby meeting consumers' differentiated de-mands for product quality.The grading task of agricultural products can be provided by suppliers or retailers,and the power structure differences when suppliers collaborate with different live streamers can affect supply chain decisions.By establishing a Stackelberg game model,this study examines the impact of 4 decision models,constituted by different power structures and agricultural product grading patterns,on the profits of various supply chain entities,and applies a two-part tariff contract to coordinate the outcomes of these 4 deci-sion models.The study finds that:First,when the supplier leads and the retailer grades,the total supply chain profit is maximized.Second,holding the cooperation leadership and actively undertaking the grading task of agricultural products can maximize its own profit.That is,when the supplier leads and grades,the supplier's profit is maximized;when the retailer leads and grades,the retailer's profit is maximized.Third,the difference in power structure is an important factor affecting the level of retail live marketing effort.Fourth,a two-part tariff contract can achieve supply chain coordination,and the conclusions were verified through numerical simulation.
power structurelive e-commerce supply chainagricultural product gradingtwo-part tariff con-tract
NETL
NSTL
维普
万方数据
