A Study On Fresh Supply Chain Coordination Considering Preservation Effort And Value-added Service Under Retailer Risk Aversion

Because fresh agricultural products have the characteristics of short life cycle,high loss rate,and market demand is greatly affected by the freshness of agricultural products,coupled with the occurrence of some emergencies,the supply chain of fresh agricultural products has great risks.When consumers choose agricultural products,they not only consider price factors,but also the freshness of agricultural products and the value-added services provided by retailers.The above factors make the decision-making environment faced by enterprises more complicated,which in turn leads to supply chain members,especially retailers tend to exhibit risk aversion characteristics when making decisions.In view of this,on the basis of sorting out domestic and foreign scholars’ research on the supply chain of fresh agricultural products,the main research contents are as follows:(1)Construct a fresh agricultural product supply chain decision-making model that considers suppliers’ fresh-keeping efforts under the risk aversion of retailers,gives the optimal decisions of retailers and suppliers under the centralized and decentralized decision-making modes,and finds out the optimal decision when the decision makers are neutral under decentralized decision-making;comparatively analyze the optimal decision-making of retailers with different degrees of risk aversion under decentralized decision-making,and explore the impact of the degree of risk aversion of retailers on the supply chain;At the same time,compare and analyze the optimal decision-making under two different decision-making modes,centralized and decentralized,and design corresponding contracts to coordinate the supply chain.(2)Construct a fresh agricultural product supply chain decision-making model that considers both the fresh-keeping efforts of suppliers and the value-added services provided by retailers,gives the optimal decisions of retailers and suppliers under both centralized and decentralized decision-making modes,and finds out the optimal decision when the decision makers are all neutral under decentralized decision-making;comparatively analyze the optimal decision-making of retailers with different risk aversion degrees under decentralized decision-making,and explore the impact of the retailer’s risk aversion degree on the supply chain;At the same time,compare and analyze the optimal decision-making under two different decision-making modes,centralized and decentralized,and design corresponding contracts to coordinate the supply chain.The results show that the wholesale price,the fresh-keeping effort level and the selling price of fresh agricultural products will increase with the increase of the retailer’s risk aversion degree under the fresh agricultural products supply chain decision model considering the supplier’s fresh-keeping effort under the retailer’s risk aversion coefficient.Under retailer risk aversion,the fresh agricultural supply chain decision model considering both supplier’s preservation effort and retailer’s value-added services,the wholesale price and preservation effort level of fresh agricultural products increase with retailer’s risk aversion degree;the value-added service level and sales price decrease with the increase of risk aversion degree of retailers.Under the two models,the traditional cost-sharing contract,cost-sharing and revenue-sharing contract cannot coordinate the supply chain,but under the hybrid contract of cost sharing and compensation strategy,when the compensation amount satisfies certain conditions,the supply chain can be perfected coordination,the size of the compensation is determined by the bargaining power of both parties.The research conclusions drawn in this paper can formulate optimal strategies for decision makers in the supply chain of fresh agricultural products and provide corresponding reference basis,which has certain theoretical value and practical significance for the development of the supply chain of fresh agricultural products.