Research On Decision Optimization Of Fresh Agricultural Product Supply Chain In Uncertain Environment With Fair Concern Of Producers

With the improvement of economic level and people’s yearning for a better life,fresh agricultural products have become more important in People’s Daily life.Especially affected by the epidemic and other emergencies,people pay more attention to the issue of food safety.But fresh agricultural products are different from other categories of products,it is easy to generate a large amount of loss during transportation,And the freshness of agricultural products will greatly affect consumers’ purchasing desire,that in turn affects demand.The long production cycle and demand of fresh agricultural products are greatly affected by regional factors,therefore,the output and demand of fresh agricultural products are facing uncertain risks,as behavior research deepens,it is proved that decision-makers have different behavioral preferences when making decisions,and different behavioral preferences can lead to different decision-making results.This paper studies the optimization of fresh agricultural product supply chain decisions with the producer’s fairness concern in uncertain environments,the main research contents are as follows:(1)We construct a fresh agricultural product supply chain decision-making model considering the producer’s fairness concern behavior with uncertain output,and design the optimal decision without considering the producer’s fairness concern behavior and with the producer’s fairness concern behavior,then find out the optimal decision-making under two situations,and explore the impact of the intensity of fairness concern of the producer on the fresh agricultural product producer;When the producer has fairness concern behavior,the optimal decision under the two behaviors is compared and analyzed,and the relevant contract is designed to optimize the producer ’s decision.(2)We construct a fresh agricultural product supply chain decision model considering producer’s fairness concern behavior with uncertain demand,considering the impact of demand on the freshness of agricultural products,supply chain members take measures to reduce freshness loss,the cost of preservation effort is borne by the producer,the model gives the optimal decision under centralized decision-making and decentralized decision-making,and find the optimal equilibrium solution when the producer does not have fairness concern behavior when making decentralized decisions;When the producer has fairness concern,compare and analyze the optimal results of centralized decision-making and decentralized decision-making models,and design a preservation cost sharing contract to optimize the decision-making of supply chain members.(3)Finally,the above conclusions are verified by numerical simulation analysis.The results show that the supply chain decision optimization model of fresh agricultural products considering the producer’s fairness concern under the condition of output uncertainty,the producer’s fairness concern will reduce the efficiency of supply chain system,moreover,there is a negative correlation between the producer ’s planned output and expected returns and the level of fairness concern;Cost-sharing contract can effectively motivate the producer to increase the planned output and thus increase the expected revenue.Decision optimization model of fresh agricultural product supply chain considering producer’s fairness concern under uncertain demand conditions,the wholesale and retail prices of fresh agricultural products increased with the increase of fairness concern,while the level and demand for preservation efforts decrease as fairness concern increase;We provide incentives to the producer by designing a cost-sharing contract for preservation,finding that there is a direct relationship between the share ratio and the fairness concern coefficient,interestingly,with the increase in the share ratio of the retailer,the overall revenue of the supply chain system has improved,in other words,when fulfilling the preservation cost sharing contract,the producer ’s increased revenue is higher than the retailer’s reduced revenue.The conclusions of this paper can provide reference for the members of fresh agricultural product supply chain who care about fairness to specify the optimal decision,and provide reasonable suggestions for the healthy development of the fresh agricultural product supply chain.