چكيده به لاتين
Due to the development of global competition, the desire of consumers on high quality and rapid service has increased conflict that has not existed before. Therefore supply chain management is a phenomenon that removes all lack of activities related to customer service. in this research, considering this requirement in fresh products section and also by presenting a three - echolon model to improve the performance of this class of products. Accordingly, three -echelon of supply chain including retailer, supplier and third party logistic service provider (TPLSP) which are responsible for controlling, maintaining and transporting fresh products are considered. Also, due to the change in consumer behavior in purchasing products, in this study, an integrated sales approach (omni channel) for retailers is considered that they are able to market their products through both online and traditional (offline) sales channels, to meet customer needs in any way. Then the desired parameters and how to accept them are discussed. This research has been done by considering a set of production, storage and distribution of ten kinds of fresh products including flowers and plants. Therefore, the numerical results of the decision variables of these three members of the supply chain as well as the overall profit of the supply chain in two modes of decentralized decision structure and centralized decision structure are examined and compared. Components seek to increase the profitability of their collection, while in the centralized structure of these three members of the supply chain is assumed as a unit and the overall profit function of the supply chain is optimized, in the centralized state the overall profit of the supply chain is significantly more efficient. Now, in order for the members of the supply chain to be willing to make their decisions centrally and cooperate with each other, they need to present a coordination contract that is considered by bargaining Nash game in this research, this model offers a new coordination approach on the pricing level for wholesale prices and service prices, maintenance of new products. In the following, the numerical results of the coordination structure are examined and expressed according to the coordination approach on the pricing level, which is intended for the chain components to work together, which causes the chain profit to increase and in return the profit ratio is not less than their decentralized state. Finally, sensitivity analysis is performed on the problem parameters and its results, which show the efficiency of this model in a coordinated .dimension. Also, all model checks have been performed by Mathematica software.
