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针对零售商的公平关切以及生鲜农产品的易变质特性,在以Nash谈判解作为零售商公平参照点的基础上,分析了零售商的公平关切对订货策略以及协调契约的影响,结果表明:零售商的公平关切会使其缩短订货周期、降低订货量;随着零售商公平关切度的增大,其公平关切效用先增大后减小,并且零售商会逐渐由供应商保鲜策略转变为不保鲜策略,而供应商的利润会减小;保鲜成本分担契约能够有效的协调零售商公平关切下的生鲜农产品供应链,但零售商的公平关切会降低协调契约的有效性.
In view of the fair concerns of retailers and the perishable characteristics of fresh agricultural products, this paper analyzes the influence of retailers’ fairness concerns on ordering strategy and coordination contract based on the Nash negotiation solution as a fair reference point for retailers. The results show that retail The fair concerns of the business will shorten the lead time and reduce the order quantity. As the fairness of the retailer increases, the fairness of interest will increase first and then decrease, and the retailer will gradually change from the supplier’s preservation strategy to the non-preservation Strategy, and the supplier’s profit will be reduced. The fresh cost sharing contract can effectively coordinate the fresh produce supply chain under the fair concern of the retailers, but the retailer’s fair concern will reduce the effectiveness of the coordination contract.