Dual-Channel Supply Chain Decision Analysis of Fresh Product Considering the Fairness Concern of Retailer under Random Demand

The dual-channel supply chain model of fresh product under random market demand considering the retailer’s fairness concern is constructed in this paper, in which the supply chain members share the fresh keeping cost. Comparing the models for retailer's fairness neutral and fairness concern, the effects of the sharing ratio of fresh keeping cost, fairness concern coefficient and random disturbance factor on the decision-making of supply chain members are discussed. The analysis shows that whether the retailer is fairness concern or not, the effects of random disturbance factor on the retailer's online price, offline price and the level of fresh effort are proportional. And the retailer's fairness concern coefficient and sharing ratio of fresh keeping cost have different influences on the decision-making of supply chain members.