关键词: 生鲜电商, 销售模式选择, 质量-价格竞争, 代理模式, 批发模式

Abstract: Against the background of the rapid development of platform economy, many e-commerce platforms have opened up the fresh products market, and invested a lot of money, so that the fresh e-commerce field has entered the high-speed development of the fast lane. At the same time, online retailers, which have traditionally served only as distributors, are beginning to offer online marketing services, establishing a direct link between buyers and sellers. For example, JD has become a hybrid platform by offering online marketing services, using a wholesale mode to act as an online retailer and an agency mode to connect buyers and sellers as an intermediary platform. Based on this, fresh products can be attached to the rich sales mode of hybrid e-commerce platform and sold efficiently during the preservation period to meet consumers' demand for high-quality fresh products. It's a mutually beneficial partnership for fresh suppliers and e-commerce platforms.
In fact, fresh e-commerce platform enterprises usually operate in wholesale mode and agency mode. For example, JD Fresh has both Jingmi Fresh (wholesale mode) and Youjihui Fresh (agency mode). However, with the improvement of people's income and living standard, consumers will pay more attention to the quality of fresh products besides the price.As we know, if the products purchased and resold by an e-commerce platform from a supplier are the same kind as those sold by the supplier, there will be competition between the two parties. In addition, in order to be more competitive in their own sales channels, the quality of similar products sold by both sides often differs. However, quality differences in products usually produce price competition and differences. Therefore, the quality difference of similar products will affect the market demand of consumers, and thus affect the income of e-commerce platforms and suppliers. So when the quality of similar products is different, how should platform enterprises and suppliers choose their sales mode?
Therefore, in the supply chain system composed of a single fresh supplier and a single hybrid e-commerce platform, this paper considers the quality level and price competition between high quality and low quality fresh products, and constructs a two-stage game model between suppliers and e-commerce platform under “quality-price” competition, and obtains the optimal decision-making behavior of each member enterprise. The influence of market factors such as platform revenue sharing rate, competition intensity between high quality and low quality products and product quality level on optimal decision and optimal expected revenue is analyzed, and the influence of the above key factors on the choice of sales mode of suppliers and platform enterprises is further discussed. It is found that: (1)the competition intensity between different quality of fresh product and the commission rate are the main factors affecting the choice of sales mode of suppliers and platform enterprises; (2)when the commission rate is high, the e-commerce platform will adopt the agency mode to sell high-quality fresh products, while the supplier will adopt the wholesale mode; (3)when the commission rate is moderate and the competition intensity and quality level of different quality products meet certain conditions, if high-quality fresh products are sold, both suppliers and e-commerce platforms will adopt the agency mode; if low quality fresh products are sold, the parties shall adopt the agency mode or wholesale mode.
This paper studies the selection of sales mode in the fresh e-commerce supply chain under the condition of quality and price competition, and provides a certain reference value for the selection of sales mode faced by each member of the supply chain when supplying products of different quality. As this paper is written on the basis of certain assumptions, there are still some problems for further research. For example, in the case of multiple e-commerce platforms or multiple suppliers competing with each other, the selection of sales mode faced by a complex supply chain network can be considered. In addition, the influence of fresh product characteristics such as freshness and loss rate on the optimal decision of e-commerce supply chain members and the selection of sales mode can be deeply discussed.

Key words: fresh e-commerce, sales mode selection, quality-price competition, agency mode, wholesale mode