关键词: 生鲜电商供应链, 保鲜技术投入, 支付账期, 订单融资, 现付现结

Abstract: To address the issue of insufficient capital investment in production and preservation in rural cooperatives due to the impact of fresh e-commerce payment period. A supply chain is constructed, consisting of a financially constrained rural cooperative and a financially sufficient fresh e-commerce and the optimal operations and financing strategies of both parties under three modes are analyzed: unconstrained centralized decision-making mode, order financing mode with payment period and immediate payment mode with shared preservation costs. The findings show that in the order financing mode, rising bank loan interest rates prompts the cooperative to reduce preservation technology investment to ease financial pressure, and the optimal pricing varies depending on market size. In the immediate payment mode, fresh e-commerce bearing more preservation costs can incentivize the cooperative to increase preservation technology investment, thus improving profits for both parties. Compared to the order financing mode, the immediate payment mode is more effective in motivating the rural cooperative to increase preservation technology investment. Especially when the preservation costs borne by fresh e-commerce is more than half, the cooperative’s preservation technology investment level can reach or exceed the centralized decision-making. When choosing a mode, setting a lower cost-sharing proportion for preservation helps guide both parties in the supply chain to choose the immediate payment mode, realizing a win-win situation.

Key words: fresh e-commerce supply chain, preservation technology investment, payment period, order financing, immediate payment