Fresh Food E-commerce Supply Chain Coordination Mechanism Under the Background of New Retail

In recent years, the rapid development of new retail has promoted the growth of the fresh food e-commerce industry. More and more fresh food e-commerce enterprises are selling their products through platforms similar to JD Daojia, and there are also platform-based, new retail-based operation modes. In this context, it is particularly important to compare the operation modes of fresh food e-commerce and study the coordination mechanisms of fresh food e-commerce supply chains to improve the overall benefits of the supply chain. This paper constructs a dual-channel supply chain consisting of fresh food e-commerce enterprises and fresh food e-commerce platforms. Based on the consideration of the input of fresh preservation efforts, it compares and analyzes the operation modes of platform-based and new retail-based fresh food e-commerce, and studies the coordination problems of platform-based e-commerce supply chains.