Modern Social Science Research

With the rapid development of e-commerce, dual-channel supply chain for fresh agricultural products has become an important model for enterprises to expand their markets. Relevant data show that the transaction scale of fresh e-commerce will reach 736.79 billion yuan in 2024, a year-on-year increase of 14.67%, and the fresh e-commerce industry is still in a growth period. However, price conflicts between online and offline channels, differences in consumer preferences, and coordination issues between product preservation and green investment are still one of the key constraints on supply chain efficiency. This paper takes the dual-channel supply chain led by retailers as the research object, combines consumer channel preferences (ρ), greenness (g) and freshness (τ), constructs a Stackelberg game model, analyzes the differences in pricing strategies under centralized and decentralized decision-making, and proposes a coordination mechanism based on the "revenue sharing-cost sharing" contract. Through numerical simulation verification, it is found that the supply chain profit is higher and the price is lower under centralized decision-making, and contract coordination can effectively achieve Pareto improvement. The research results provide theoretical support for the dual-channel management of fresh agricultural product enterprises and provide a reference for policymakers to optimize the supply chain coordination mechanism.

Fresh agricultural products; Dual-channel supply chain; Consumer preference; Pricing strategy; Coordination contract