Study On The Decision-Making Of Fresh Product Dual-channel Supply Chain Considering Fairness Concern Under The Sharing Of Fresh-keeping Cost

With the continuous improvement of people's consumption level,the market demand for fresh products is getting higher and higher.At the same time,people have higher requirements for the quality of fresh foods and the convenience of purchasing.The demand of people for fresh products becomes stronger.Moreover,the consumer is widespread and popular,so the development of the fresh products industry has become a hot spot of public attention,but there is a certain development dilemma in the fresh products industry.Due to the high freshness requirements of fresh products,low-temperature storage and cold-chain distribution for suppliers and retailers are required,so the cost of freshness keeping is very high.Meanwhile,the life cycle of fresh products is very short.Therefore,the consumers generally have the need for timeliness,and they need to buy immediately and deliver immediately.In this era of background,the new retail industry of fresh products has gradually emerged,which giving full play to the role of online orders and offline experiences,and accurately predicting consumer demand.The new retail industry becomes community and living,which reducing enterprise logistics costs and the consumer experiences are greatly improved.More and more fresh retail stores are selling through a dual-channel model combining offline experiences and online ordering.Due to the different characteristics of fresh products,retailers in the fresh products supply chain need to pay more freshness preservation costs than suppliers when maintaining freshness in stores and terminal distribution,which makes it difficult for retailers to maintain normal profits,which is disadvantageous for coordinating supply chain.The coordination of the supply chain requires the members of the supply chain to make joint efforts to maintain freshness to improve the freshness of fresh products.Based on the dual-channel sales model of the fresh retail industry,a two-tier fresh-food dual-channel supply chain model consisting of a supplier and a retailer is constructed in this paper,and the supply chain coordination problem under the deterministic demand of freshness cost sharing and supply chain decision-making under stochastic demand are studied in this paper.First,the fairness concern behavior of the retailer is considered in this thesis,and based on the premise that the supply chain members share the fresh keeping cost,a two-channel supply chain model of fresh products under the freshness cost sharing under deterministic demand is constructed,and decisions of supply chain members under the wholesale price contract is discussed.Under the optimal decision of supply chain members,it can be seen that the contract cannot achieve supply chain coordination.Therefore,a revenue sharing contract based on the wholesale price contract is proposed,and we verify that the revenue sharing contract can realize the coordination of supply chain through a case analysis.The result shows that the fairness concern behavior has a coordinating effect on the supply chain.When the fairness concern coefficient and revenue sharing ratio are within a certain range,adjusting the share of freshness cost sharing can increase the profits of supply chain members in a certain extent.Secondly,a dual-channel supply chain model of fresh products under the random market demand considering the retailers' fairness concern is constructed in this paper,in which the members of the supply chain share the cost of fresh keeping cost.By comparing the two situations of retailer's fairness neutrality and fairness concern,the impact of fresh keeping cost sharing ratio,fair concern coefficient and random interference factor on the decision of supply chain members is discussed.Research analysis shows that regardless of whether the retailer is fairness concern or not,the random interference factor has a positive relationship with the online price,offline price and the level of freshness effort.The retailer's fairness concern coefficient and the sharing ratio of fresh-keeping cost have different effects on the decisions of supply chain members.Finally,the two models under deterministic demand and random demand are compared and analyzed in this paper,the practical conclusions of feasibility are summarized,and the future research directions of this article are given.