Research On Green Supplychain Preservation Strategies And Coordination Considering Consumer Preferences

As a necessity of daily life,agricultural products have a large market demand.As consumers pay more attention to the quality of products,the consumption of green and fresh agricultural products accounts for an increasing proportion of daily consumption,however,the perishability of agricultural products has become a factor to be considered in the production and transportation process of the supply chain.Due to the current high cost of cold chain transportation in China,some supply chain enterprises are not strong enough to bear the high investment and choose the low price competition method of common logistics transportation,but the freshness preservation measures are not in place will directly affect the value of green agricultural products and lose their high quality market advantages.In view of the different product handling and decision-making attitudes of supply chain enterprises,this paper takes freshness-sensitive green agricultural products preservation as the entry point,focuses on the influence of consumer preferences on enterprises’ business decisions,studies the pricing and preservation strategies of each subject under the influence of consumer utility of green agricultural products preservation,and further coordinates the green agricultural products preservation supply chain to study the contracts that can prompt cold chain preservation transportation suppliers to increase preservation inputs.First,a two-level supply chain game model with two competing green produce suppliers and a single retailer is developed to address the issue of the impact of product quality differences on demand between green produce suppliers in general logistics and cold chain preservation transport in a competitive market.In this paper,considering the existence of competitive substitution of agricultural products under two modes of transportation and the fact that the price of the product itself,the price of competitive products and freshness will have some influence on the market demand,the game theory is applied to study and analyze the different decision results of decentralized and centralized decision making in the supply chain,and how the relevant sensitivity coefficients have some analysis on the pricing of two competitive products with different freshness and the impact of freshness effort input decision.Secondly,in view of the high cost and difficulty of preserving freshness inputs,different manufacturers take their own interests as the most important consideration,which is accompanied by many contradictions and conflicts leading to the loss of supply chain revenue,at this time,it is important to consider how to achieve reasonable decision making and effective coordination of freshness of green agricultural products by all subjects in the supply chain of alternative products under two modes of transportation.Finally,the results of the model part are numerically justified through the analysis of calculation cases.The study shows that(1)in the study of green supply chain preservation coordination strategy under the consideration of competition scenario,compared with the optimal value under centralized decision making,the members of each subject in the supply chain are considering their own interests under decentralized decision making,resulting in the decrease of preservation effort input and the increase of product price at the same time,and the decrease of demand and profit,causing some value loss to the overall profit gain of the supply chain.(2)Each indicator in the supply chain is positively proportional to the freshness and greenness sensitivity coefficient and inversely proportional to the preservation effort cost coefficient.(3)Although the overall profit of the supply chain under the coordination strategy fails to reach the optimal coordination level under centralization,when the setting of the proportion of cost-sharing parameters in the contract satisfies certain conditions,the overall profit of the supply chain under the coordination model can be better than the decentralized decision of the supply chain and achieve Pareto improvement.