关键词: 生鲜农产品, 社区O2O, 转型, 物流决策, 消费者效用

Abstract: In order to study the optimal logistic decision-making of the traditional retailer when he develops the online sales channels in the community online to offline mode, based on the consumer utility theory, employing a function of convenience, the decision-making models under three strategies of retailer sales offline, sales online and operating in self-logistics, and cooperating with a third-party logistics service provider are constructed, to analyze the changes in retailer's optimal product pricing, optimal effort level and optimal service scope. In the two-level supply chain system with a third-party logistics service provider as the leader, a Stackelberg game is employed to obtain the optimal decision-making of both parties in the equilibrium state, and a coordination contract of "revenue sharing + cost sharing" is designed. The results show that offline sales strategy attracts consumers by lower price and moderate quality product, and its profits largely depend on the potential demand of fresh products within the service scope; the retailer under the self-logistics strategy has a more positive response to changes in consumer demand, the product pricing, preservation and distribution service effort level is highly dependent on the combination of consumer preferences; logistics outsourcing strategy has a wide range of services, and the change of consumer sensitivity has little impact on its profit level; the coordination contract has a greater incentive effect on the third-party logistics service providers, and effectively improves the overall profits and consumer utility of the supply chain. According to the numerical analysis, when both the contract ratios are 0.85, the supply chain achieves coordination.

Key words: fresh agricultural products, community O2O, transformation, logistics decision, consumer utility