A Study of the Omni-channel Operational Mode of Fresh Agricultural Products Supply Chain

doi:10.3969/j.issn.1007-7375.2019.06.010

Abstract

Abstract: Omni-channel retailing of fresh agricultural products supply chain in "Internet Plus" was analyzed to improve the efficiency of fresh agricultural products distribution and increase the income of the farmer. For "farmer-supermarket direct purchase" supply chain with an agricultural cooperative and a supermarket, the channel demand function was obtained based on customers' utility. The decisions and the profit of the cooperative, the supermarket and the system were analyzed in two operational modes which are self-sale E-commerce platform and cooperation sharing the income. Through a numerical analysis, the results show that the cooperative sells fresh agricultural products through the supermarket and the E-commerce platform. Meanwhile, the supermarket shares a percentage of cooperative's income on the platform. This channel model is optimal for the agricultural cooperative, the supermarket and the system of supply chain.

Key words: omni-channel retailing, fresh agricultural products, supply chain, farmer-supermarket direct purchase, online and offline

CLC Number:

F274

WANG Hong, SUN Yuling. A Study of the Omni-channel Operational Mode of Fresh Agricultural Products Supply Chain[J]. Industrial Engineering Journal, 2019, 22(6): 74-79,109.

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