Research On The Coordination Of Fresh Agricultural Product Supply Chain Based On Fairness Concerns

With the improvement of living standards,more and more people choose to pursue a healthier consumption methods.Fresh agricultural products is a daily necessities,and its freshness is an important factor to meet consumer demand.By analysis of the existing research of fresh agricultural products supply chain,we can found that majority of researchers did not take into account the fairness concerns of the node enterprises.This paper studies the retailers' fairness concerns of two and three layer fresh agricultural products supply chains.And coordinate the supply chains through the contracts.Firstly,the centralized decision-making under fair neutrality is established as the research benchmark of the following text,and then the tendency of fairness concerns behavior is introduced into the decentralized decision-making of the fresh agricultural products supply chain for coordination.It shows the parameters related to the characteristics of fresh agricultural products in the model have different effects on the price and the degree of preservation efforts in the two layer supply chain.A greater degree of fairness concerns of the retailer leads to a smaller wholesale price,a greater price but a smaller preservation effort and a smaller utility.In the three layer supply chain,retailers' different fairness reference points will have different effects on price,preservation effort and utility.And the proportion of contract by different companies in the coordination also have different effects.The wholesale price contract cannot achieve the coordination of the supply chain,and when the contract parameters meet a certain range of values,the cost-sharing revenue sharing contract can achieve perfect coordination of the supply chain.Finally,the main conclusions of the paper are numerically analyzed and some management implications are obtained.What's more,the wholesale price contract cannot achieve coordination of the supply chain.Revenue-sharing contract,combined with cost-sharing mechanism,can achieve supply chain coordination when the contract parameter satisfies a certain condition.Finally,the main conclusions of the paper are analyzed by example,and we can obtain some management implications.