Research On The Influence Of Preservation On Decision In The Dual-channel Supply Chain Of Fresh Agricultural Products

With the development of E-Commerce, more and more fresh agricultural products are sold through the physical and network channel. Perishability is the biggest difference between the general products. And with the increase of storage time, the freshness of fresh agricultural products will continue to reduce. So the freshness is an important influencing factor in consumer’s buying behavior. By summing the relative reference,show that the research about the pricing and freshness-keeping in the dual channel supply chain is not available, and generally assuming that the freshness is fixed and rarely considering the issue of freshness-keeping.In this paper, on the basis of related research of fresh agricultural products, the influence of the retail’s preservation on related decision is considered under the background of dual channel supply chain of fresh agricultural products and by using game theory, utility theory, numerical simulation. According to the two perspectives of linear demand and consumer utility, the market demand function which is influenced by time-varying freshness and price is developed. Based on the two kinds of market demand function, the following research is done respectively: Firstly, the profit function in the single channel and the dual channel are developed. On the basis of this, the optimal pricing model in the single channel and the dual channel is developed by using game theory and optimization theory, and the model is analyzed under the condition that the retail’s preservation is considered. Secondly, the influence of the retailer’s preservation on decision is presented for different types of market demand and consumer preferences by using numerical simulation; Finally, the comparative analysis of the influence of retailers’ preservation is presented under two supply chain models of single channel and dual channel. And some related proposals are presented.By analyzing the effect of retailer’s preservation on retailer, supplier and consumer, it can be found that, to a certain extent, retailers can increase their profits by keeping fresh,and would take different measures for the different sensitivity and preference. On the other hand, the pricing model based on the consumer utility, can achieve the three party win to a certain extent.