Research on Coordination of Fresh Agricultural Product Supply Chain considering Fresh-Keeping Effort Level under Retailer Risk Avoidance

Considering that the demand for fresh agricultural products is affected by product freshness and price, a two-level fresh agricultural product supply chain decision model consisting of a risk-neutral supplier and a risk-averse retailer is constructed. In order to increase consumer demand for fresh agricultural products, the supplier will make appropriate efforts to preserve the freshness of agricultural products. The optimal fresh-keeping effort level of the supplier and the optimal pricing decision of the retailer under the centralized decision-making and decentralized decision-making modes were studied, respectively; through the design of traditional cost-sharing contracts, traditional cost and revenue-sharing contracts, and cost-sharing and compensation strategies, the supplier was encouraged to improve their fresh-keeping effort. The research shows that the traditional cost-sharing contract and the traditional cost-benefit sharing contract cannot coordinate the supply chain. Under the strategy of cost sharing and compensation, when the amount of compensation meets certain conditions, the coordination of supply chain can be realized. Finally, the important parameters of the model are analyzed by numerical simulation.