Agri-Production Supply Chain Considering Fairness Concerns

In recent years, "agriculture-supermarket","internet+agriculture",as the innovation of agricultural products circulation mode, links small-scale production and big market docking, which provides a new perspective to solve the problem of "agriculture, countryside and farmers", solves china’s agricultural planting and sale problem, realizes members win-win. However, from the operating condition, between the supermarket and farmers is still nearly monopoly to weak. In the real operation, such as loose relationship, poor production enthusiasm, inefficient agricultural products supply chain has emerged. Therefore, the coordination problem has become the focus of research in the field of agricultural supply chain management.This paper will chose agricultural products supply chain as the research object, try to base on the Stackelberg game, analysis two-stage and three-stage mode, fairness concerns how to influence the agricultural products supply chain pricing decision and profit with examples. This paper will describe the fairness concern of agriculture supply chain in five aspects:the fairness just in retailer in two-stage, the fairness just in farmer in two-stage, the fairness just in farmer in three-stage, the fairness just in middlemen in three-stage, the fairness just in retailer in three-stage. Finally, this paper will summarize fairness concern how to influence the operation of agriculture supply chain in each case.Research shows that farmers with fairness concerns, supply chain profit unchanged, farmers’ profit will be increase, the profit gap between the members of the supply chain is gradually shrinking trend, even in a two-stage supply chain will achieve equal distribution between supply chain members; when middlemen with fairness concerns, in a certain extent reduce total revenue channels, intermediate business profit increase, retailers’ profit decline significantly. When the retailer with fairness concerns, it will seriously harm their own and the entire channel revenue, middlemen profit.