Fresh Produce E-Commerce Supply Chain Coordination Considering Promotional and Freshness-Keeping Efforts

Supply chain coordination plays a critical role in improving the enterprise performance and the competitiveadvantage of fresh e-commerce. This study explores the coordination problem of a two-echelon fresh producee-commerce supply chain comprising a fresh e-commerce enterprise and a fresh supplier in a novel framework. In this framework, the fresh e-commerce sells fresh produce and provides promotion effort; meanwhile, thefresh supplier deliveries fresh produce and provides freshness-keeping effort. Specifically, the optimal decisionsunder centralized and decentralized decision-making are compared, and it is found that centralized decisionmaking is more profitable. Based on this work, we created a cost-sharing and revenue-sharing combinationcontract. This study demonstrates that this contract effectively coordinates the supply chain and makes bothparties achieve Pareto optimization when the parameters meet certain conditions. Finally, the feasibility andvalidity of the contract are presented through a numerical example.