A Study on Decision Making and Coordination of Fresh Food Supply Chain Considering Fairness Concerns under Pre-sale Model

In this paper, we investigate how each entity in the supply chain develops an optimal pricing strategy in the context of online pre-sales. The optimal pricing and ordering strategies of the supply chain are developed by comparing the optimal decisions under fair concern of suppliers and retailers at the same time, followed by the design of the wholesale price+fixed compensation contract, which further realizes the coordination of the supply chain. Finally, the correctness is verified through Matlab numerical simulation and summarized on this basis.