生鲜农产品供应链全渠道运营模式分析

为提高生鲜农产品流通效率，增加农户收入，对“互联网+”背景下生鲜农产品供应链的全渠道零售模式进行系统分析。以合作社和超市组成的“农超对接”式供应链为研究对象，基于消费者效用理论获得渠道需求，探讨由超市自营电商平台和超市提供平台服务并与合作社分成两种渠道运营模式下各决策变量，以及合作社、超市和系统总体收益的变化，借助数值分析进行研究。结果表明，合作社通过超市实体和超市的电商平台销售生鲜农产品，超市分享一定比例的合作社在平台获得的收益。这种渠道模式对合作社、超市和供应链系统而言都是较优的选择。

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

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.