Supply Chain Coordination Study Of Fresh Produce Considering Consumer Utility

As a large agricultural country,solving the "three rural issues" in China is conducive to promoting rural revitalization.The circulation of agricultural products is an important way to transform agricultural production into farmers’ income.On one hand,fresh agricultural products often fail to grasp market demand in a timely manner during production.On the other hand,consumers gradually strengthen their attention to the quality,safety,freshness,and other aspects of fresh agricultural products.In response to the contradiction between supply and demand between "small agricultural producers" and "large markets",efforts should be made to improve consumer utility oriented,to increase cooperation among supply chain members and to enhance the implementation of a production-supply-marketing supply chain management model for fresh agricultural products.The nature of fresh agricultural products as perishable products requires members to invest in efforts to reduce the double loss of fresh agricultural products.The circulation loss rate of fresh agricultural products in China is more than 30%.Due to the late start of cold chain development in China,the construction lags behind,the cost of cold chain input is high.Other reasons are the uneven level of efforts of supply chain members,low enthusiasm for efforts,and difficulty in coordinating the distribution of benefits brought by members ’ efforts.Therefore,efforts by members such as preservation efforts and production efforts have become hot topics.Based on the above background,fresh agricultural products supply chain is regarded as the research object.Starting from the consumer utility that can affect demand,stackelberg game theory and supply chain coordination theory are used.Based on the hypothesis that preservation efforts affect consumer utility and production efforts affect output,the expected profit models of members under centralized and decentralized conditions are constructed and compared.The optimal decisions of supply chain members such as production effort,preservation effort,sales pricing and order quantity are studied and effective coordination contracts are designed to achieve supply chain coordination.The specific conclusions are as follows.Firstly,in the case of random demand,the revenue sharing and cost sharing contract can achieve supply chain coordination for the two-echelon supply chain composed of suppliers and retailers.Under the contract,the higher the proportion of retailers retaining the remaining processing costs,the lower the proportion of retained sales revenue,and the higher the proportion of suppliers retaining the cost of preservation efforts.Secondly,in the case of random output and demand,for the three-level supply chain composed of farmers,suppliers and retailers,the revenue sharing + cost sharing and risk sharing contract with forward integration strategy can achieve supply chain coordination.Under the contract,smaller farmers ’ expected output requires more production efforts to better cope with random output,but it will lead to more production effort costs for enterprises and the total profit of the system will also decrease.The research results open the idea of supply chain contract coordination research and provide theoretical reference for the decision-making of fresh agricultural products supply chain members.