Abstract：A fresh supply chain consisting of one retailer and one manufacturer is considered， whose fresh product demand are affected by the price， the fresh level and the promotion efforts level. Stackelberg game is applied to build a centralized decision-making game model and three independent decision-making game models. The equilibrium solutions of freshness level and promotion effort level of fresh products under four modes are obtained. Through comparison and analysis， it is found that cost-sharing model is superior to the other two independent decision-making models in terms of improving freshness， promotion efforts level， demand and profits of the supplier and the retailer of fresh products. The freshness level and promotion efforts level of fresh products are positively correlated with the potential market size， the elasticity coefficient of freshness preservation level and the elasticity coefficient of promotion effort level under the cost-sharing mode， but negatively correlated with the freshness preservation cost coefficient， the promotion efforts cost coefficient and the price elasticity coefficient. The supplier can use more advanced fresh-keeping technology to reduce the cost of fresh-keeping products. The retailer can use new technologies and media such as big data and new retail to reduce the cost of promotion efforts. The supplier can also cooperate with the retailer to publicize and promote the fresh level of fresh products and jointly promote the development of fresh supply chain. Finally， a numerical example is given to demonstrate the validity of the models.
2019, Vol. 53 
