The Impact of Food Quality Information Services on Food Supply Chain Pricing Decisions and Coordination Mechanisms Based on the O2O E-Commerce Mode

Abstract

This paper considers the price conflict problem between the online channel of a food processing factory and the offline channel of the food retailers in food supply chains by analyzing the pricing decisions and coordination mechanisms between the food processing factory and food retailers under the influence of a food quality information service. First, the Stackelberg game method and the Bertrand game method are used to optimize the pricing decisions with the goal of maximizing the profits of the food processing factory and retailer. The analysis shows that the food quality information service level is positively correlated with the price of the factory’s own channel, and the influence of the food quality information service level on the price of the food processing factory’s or the food retailer’s own channel is stronger than its influence on the price of a competitor’s channel. Second, the food supply chain members’ pricing decisions are analyzed using the case analysis method by considering practical problems in the food supply chain. The results indicate that the food processing factory should use the Stackelberg game to make pricing decisions. However, it is optimal for the food retailer to make pricing decisions under the Bertrand game, and the total profit of the food supply chain is optimized under centralized decision making. Finally, we use both the quantitative discount mechanism and the Stackelberg game method to analyze the profits obtained by the food processing factory and retailer. The results indicate that the food processing factory should implement a quantitative discount mechanism when the quantity discount coefficient is greater than 0.4, and the retailer should implement a quantity discount mechanism when the quantity discount coefficient is in the range of 0.25 to 0.4.