Research On Decision-making And Coordination Of Fresh Agricultural Products Dual Channel Supply Chain Considering Green And Freshness Preferences

With the improvement of social and economic levels and the transformation of consumption concepts,consumers’ demand for green and fresh agricultural products continues to increase,and their requirements for the quality of agricultural products are also increasingly high.This has prompted the development prospects of the fresh agricultural product market to become increasingly broad,and many enterprises have entered the market.However,due to the vulnerability of fresh agricultural products to wear and decay,it is difficult to ensure the freshness of the products.At the same time,in order to meet market demand,enterprises at various nodes in the supply chain must provide fresh agricultural products with a higher green degree.The green degree and freshness of fresh agricultural products have become issues that need to be focused on in the production chain.With the rapid development of Internet technology,more and more enterprises are actively seeking the integration of online and offline channels by expanding their sales channels through self construction and entrustment.The dual channel sales model has broken the traditional offline channel sales model,but there are differences in costs,prices,and consumer experience between online and offline channels,and there are many conflicts between channels,damaging the interests of the dual channel supply chain for fresh agricultural products.Therefore,the resolution of channel conflict issues brooks no delay for enterprises.This paper first designs input parameters for green and preservation efforts,and constructs a two-level fresh agricultural product dual channel supply chain model.On the basis of considering both the same price and different price strategies of retailers,this paper discusses the same price sales strategy and different price sales strategy led by retailers,and considers the effects of freshness,greenness,and sales price on market demand.Stackelberg game models are established for centralized and decentralized decision-making,respectively,to obtain the optimal decision-making under different decision-making modes.Secondly,it compares and analyzes the optimal decision-making results of centralized decision-making and decentralized decision-making under the same strategy,analyzes the impact of consumer freshness sensitivity coefficient and green effort level comprehensive sensitivity coefficient on various decision variables and profits in the supply chain,and compares and analyzes the optimal decision-making under the same game.Then,aiming at the optimal decision variables under decentralized decision-making that do not reach the desired decision level,a "two-way cost sharing+revenue sharing" coordination contract is designed to obtain the wholesale price set by the supplier,the cost sharing ratio of the preservation effort,the cost sharing ratio of the retailer’s green effort,and the optimal profits of both parties under the contract.Through the coordination of this contract,the degree of close cooperation between the two parties will be enhanced,and both parties will increase their effort and cost input,promoting the freshness and greenness of agricultural products,and promoting the overall profit of the supply chain.In addition,the optimal equilibrium solutions of contract models under the same price and different price strategies are also compared and analyzed.Finally,the feasibility of the previous model is verified through an example analysis to ensure the accuracy of the decision-making results.Research has shown that:(1)under the same or different price strategy,the optimal wholesale price,green effort level,preservation effort level,total market demand,and supplier profit remain unchanged.Under centralized decision-making,the optimal green effort level,preservation effort level,market demand level,and total supply chain profit are superior to decentralized decision-making.(2)Under centralized or decentralized decision-making,when the market share of online and offline channels is imbalanced,the price difference strategy is more conducive to the allocation of channel sales resources,promoting a balanced demand for online and offline channels.Retailers’ profits and the total profit of the supply chain are better than the price difference strategy;When the market share of online and offline channels is balanced,both the same price and different price strategies can be adopted.(3)The sensitivity coefficient of consumer freshness and the comprehensive sensitivity coefficient of green effort level are positively correlated with the optimal green effort level,preservation effort level,online and offline market demand,total market demand,and total supply chain profit.(4)The "two-way cost sharing+benefit sharing" contract can achieve a centralized decision-making level for the optimal effort level.Under the same price and different price strategies,the profits of all entities in the supply chain are Pareto improved,effectively improving the situation of mutual constraints among supply chain members,facilitating long-term cooperation among supply chain members,achieving perfect coordination in the supply chain,and promoting a virtuous cycle of the supply chain.