Integrating Risk-averse Measures Into Fresh Agricultural Product Dual-channel Supply Chain Pricing Strategies

With the development of economy and technology and the improvement of people's living standard,the production,storage and sales of fresh agricultural products have more and more influence daily life.For manufacturers and retailers,the freshness of agricultural produce also influences their pricing strategies.In order to expand their market share,many manufacturing enterprises not only retain their original traditional physical retail channels,but also develop their online channels,forming a dual channel sales mode that combines traditional physical retail and emerging online channel sales.In the process of the establishment of the dual-channel,the producers and retailers tend to face a lot of new decision making problems,such as channel conflict,consumer under different preferences for dual-channel pricing strategy,the coordination between manufacturers and retailers,the resulting risk avoidance behavior,difference in the level of risk aversion will have a major impact on members of the supply chain decisions.Based on the dual-channels of fresh agricultural products supply chain as the research object,considering the degree of risk aversion,manufacturers and retailers to stackelberg game theory and the mean-variance theory as research method,research the supply chain members under different degree of risk aversion of the optimal pricing strategy and analyzes the freshness of fresh agricultural products and the impact on the optimal pricing by the degree of risk aversion.Firstly,considering both the manufacturer and the retailer are risk neutral,through establishing the dual-channel supply chain model of fresh agricultural products under centralized decision-making and decentralized decision-making,the optimal pricing strategy of the manufacturer and retailer is obtained,and the influence of product freshness on the optimal pricing strategy is analyzed and studied.Secondly considering manufacturer and retailer are risk averse,use the mean-variance theory under the centralized decision and decentralized decision under dual-channel supply chain,fresh agricultural products manufacturer and retailer of the optimal pricing strategy and analyzes the degree of risk aversion for pricing decisions and affect;Then,considering both manufacturers and retailers have risk aversion,two dual-channel supply chain models of fresh agricultural products under decentralized decision are established to more completely analyze the impact of different risk aversion degree of members on the optimal pricing decision and freshness of fresh agricultural products of manufacturers and retailers.Finally,the conclusions are verified by several examples.The innovation of this paper:considering the influence of freshness of fresh agricultural products on product demand and price decision in the traditional two-channel supply chain pricing strategy;At the same time,this paper also comprehensively considers the combination of risk aversion characteristics of manufacturers and retailers,in order to better analyze the impact of risk aversion characteristics on product pricing strategy.