Research On Decision-making And Coordination Of Fresh Produce Supply Chain Considering Consumers’ Preferences For Green And Freshness

With the rapid development of fresh e-commerce,the sales channels of fresh produce in China are undergoing changes.The combination of traditional sales channel and online sales channel has formed a dual-channel sales model,which can realize the complementary advantages of the two channels and be favored by more and more companies.At the same time,in face of the pollution and safety problems in agricultural production,China has successively issued relevant policies to promote the development of green agriculture and ensure the effective supplies and safety of high-quality agricultural products.Taking care of their own health,more and more consumers,whose awareness of green consumption is increasing day by day,choose to buy green agricultural products and have the preference for greenness.Because of the perishability of fresh produce,consumers will buy the fresh products with higher freshness and have the preference for freshness,and fresh enterprises need to take measures to improve the freshness of products.When consumers have preferences for green and freshness,it is worth further studying how enterprises in the dual-channel supply chain of fresh agricultural products set the price and control the cost input,and what measures the members should take to reduce conflict and strengthen the cooperation between them.Therefore,under the above background,it is of great value to study the decision-making and coordination problems of the dual-channel supply chain of fresh produce.In many kinds of fresh dual channel models,the retailer’s dual-channel model is the most widely used one.Considering the consumers’ preference for greenness and freshness,this paper constructs a market demand function affected by product price,greenness and freshness,and uses Stackelberg game theory to establish the decision-making model of retailer’s dual-channel supply chain which the prices of online channel and offline channel are same.Firstly,this paper studies the optimal price and investment decisions under the two ways of the centralized and decentralized decision models,conducts a comparative analysis,and finds that there is a serious "double marginal effect" under decentralized decision model.Secondly,the influence of parameters such as consumers’ preference coefficient for greenness and freshness on optimal decisions and profits of supply chain is studied.Thirdly,on the perspective of cost sharing,this paper studies the optimization effect of a green cost sharing contract and a two-way cost sharing contract,and designs the "benefit sharing+ two-way cost sharing" to realize the coordination of the supply chain.Then,through numerical simulation,the analysis of the operation results and the sensitivity of parameters is carried out,which verifies the correctness of the proposition and the validity of the contract.Finally,this paper puts forward management suggestions for supply chain members and the government.The main conclusions of this paper include three aspects:(1)The optimal decisions and profits,such as the price and the level of greenness and fresh-keeping,are positively correlated with the consumer preference coefficient,and negatively correlated with the input cost coefficient.Therefore,in order to gain more profits,members of the supply chain need to increase consumers’ preferences,or improve investment efficiency.In addition,there is a "double marginal effect" under the decentralized decision model.The members of the supply chain should establish reasonable contract mechanism to coordinate the supply chain.(2)The findings show that both of green cost sharing contract and two-way cost sharing contract can promote the profit of the supply chain,but can’t make it reach the best on the whole which means the supply chain coordination is not achieved.(3)A "revenue sharing + two-way cost sharing" contract is designed.And it is found that when the parameters of the contract meet certain conditions,the profit of the supply chain system under the contract coordination model reaches the overall optimum,which means the contract can realize the supply chain coordination and eliminate the "double marginal effect".