Abstract

With lots of hot money focusing on the field of fresh product, the fresh product e-commerce enterpraises developed rapidly, but quickly declined later. The aim of this paper is to explain the problem form view of supply chain by setting up the model of fresh produce supply chain. The decision model can be obtained including optimal retail price, sales volume and profit of supply chain whether in the condition of centralized decision-making or disperse policy decision. It can draw the conclusion that, in the condition of asymmetric information, price subsidy of the fresh produce O2O supply chain could promote the profit when online sales volume stay lower. Also, the increase of online sales volume results in the decrease of optimal retail price and subsidy price, and modified Wholesale Price Contract can coordinate the supply chain in disperse policy decision. Finally, the advice for enterpraises and supply chain has been listed.

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