Decision And Coordination Of Fresh Agriculture Product Supply Chain Considering Fairness Concerns

With the continuous improvement of people’s living standards, people have higher requirements for the quality of life. As a necessity of daily life, people’s demand for the quality and freshness of fresh agricultural products are increasing day by day. Efficient supply chain is the key to maintain the freshness of fresh agricultural products. In recent years, it has become a hot issue in the academic field, government and enterprises. Throughout the existing study of fresh agricultural products supply chain, most of the studies assume that decision makers were "completely rational". But they are not "completely rational" in real life, and they will pay attention to the fairness of income distribution. The existence of the fairness concerns behavior will be an important influence on the operation of fresh agricultural products supply chain. In view of this, this thesis introduced the tendency of fairness concern behavior to study the supply chain of fresh agricultural products, combined with the characteristics of fresh agricultural products. On this basis, this thesis studied the decision-making problem of the fresh agricultural products supply chain. And it analyzed the impact on fresh produce supply chain of the fairness concern behavioral tendencies, and further discussed on the contract which can ensure the supply chain of fresh agricultural products to achieve the coordination.First of all, this thesis put the two stage of the supply chain of fresh agricultural products as the research object, established a mathematical model of centralized decision-making under fair and neutral case, and found the optimal solution. Secondly, it introduced fairness concerns behavior tendencies into the decentralized decision making of the fresh agricultural products supply chain, and discussed the influence of fairness concerns on the optimal decision and the subjective utility of participants respectively. Then, based on the viewpoint of the strength or contribution of participation on both sides, it built the new fairness concerns framework by using the Nash bargaining model. On this basis, this thesis built a fairness concerns utility system to discuss the influence of fairness concerns on the optimal decision and the subjective utility of participants. Finally, on the basis of the previous content, it considered both sides with fairness concerns behavior tendencies at the same time and discussed the influence of the fairness concerns on the optimal decision and the subjective utility of participants. In addition, this thesis used the revenue sharing contract to coordinate the supply chain of fresh agricultural products in the above three situations, and found out the contract parameter range to achieve a win-win situation of the fresh agricultural product supply chain. Studies have indicated that: manufacturer’s fairness concerns behavioral tendencies will reduce their willingness of freshkeeping, freshness and market demand of fresh agricultural products. When the manufacturer is not only concerned about the absolute fairness of income, he will take a more negative attitude towards preservation work. Retailer’s fairness concerns behavioral tendencies makes the game more intense, and the return of both parties will be re-allocated according to the final result of the game. Fairness concern behavioral tendencies of both sides will reduce the overall effectiveness of the supply chain and adversely affect the stability of the fresh produce supply chain.