Research On The Operation Coordination Mechanism Of Fresh Agricultural Product Supply Chain Under Fair Preference

With the high speed progress of today’s society and economy,people’s quality of life has been improved.People look forward to purchasing high-quality fresh agricultural products to maintain their physical needs.If you do not pay attention to packaging and fresh-keeping during transportation and circulation,the products will be easily damaged,which will bring heavy losses to the company.The freshness of fresh agricultural products is also the main reason that affects the market supply and demand.Consumers do not pay for stale agricultural products,so the cold chain distribution and transportation management of fresh agricultural products are very critical.At the same time,the current academic achievements are mainly based on the research under the premise that the members of the supply chain are completely rational,with the maximization of their own profits as the decision-making criterion.In view of this,this paper studies the supply chain of fresh agricultural products from the perspective of fair preference,and formulates a mechanism to bring into line the supply chain of fresh agricultural products.The secondary fresh agricultural product supply chain composed of suppliers and retailers is studied,and the fair and neutral centralized decision-making is used as the benchmark model;secondly,considering that only retailers have a fair preference psychology,the traditional fair preference model is cited,and retailers focus on the overall supply chain revenue distribution Absolute fairness,analyze the impact of this psychological tendency on the optimal value of each decision variable in the supply chain and the utility of the participants;thirdly,using the Nash bargaining fairness preference model,the fairness preference actor considers the strength of all members of the supply chain and what they do to the supply chain.and analyze the influence of this psychological tendency on the optimal value of each decision variable in the supply chain and the utility of participants;then consider only the supplier ’ s fair preference psychology,and discuss its fair preference psychology on the optimal value of each decision variable and participants’ utility.Finally,considering that both parties have fair preference psychology at the same time,the traditional fair preference model is used to analyze the influence of fair preference psychology of both parties on the optimal value of each decision variable and the utility of participants.In addition,this paper adopts the revenue sharing contract to eliminate the supply chain operation deviation in the above five fair situations,and calculates the revenue sharing ratio.The research indicates that the fair preference psychology of both suppliers and retailers will reduce the supplier’s fresh-keeping efforts,thereby reducing the freshness of fresh agricultural products and market demand;the existence of fair preference psychology redistributes the utility of supply chain members,and unilateral fair preference psychology is conducive to itself,but it is not beneficial to the other party,and the existence of fair preference among supply chain members will reduce the utility of the overall fresh agricultural product supply chain and affect the stability of the fresh agricultural product supply chain.