Abstract: With the rapid development of the Internet and information technology, the dual-channel marketing of fresh agricultural products becomes gradually the best choice for suppliers. It is the problem for scholars to realize the coordination of dual-channel supply chain because of the cooperative and competitive relationship between supplier and retailer.
The models of centralized and decentralized decision-making using Stackelberg game are presented considering the loss of freshness, the influence of freshness on demand and the fresh-keeping effort of supplier in a supplier-led dual channel supply chain. Compared with centralized and decentralized decision-making models, the optimal profit of supply chain system under centralized decision-making is larger than that of decentralized. Moreover, the optimal level of fresh-keeping efforts under centralized decision-making is less than that of decentralized. The optimal level of fresh-keeping efforts is positively related to the proportion of traditional channel supply under decentralized decision-making, while it is unaffected under centralized decision-making.
Coordination contracts are designed to increase supplier and retailer their own profits based on maximizing dual-channel supply chain system profit. The designed coordination contracts include two-part pricing contract, wholesale price contract, and hybrid strategy contract. In two-part pricing and wholesale price contracts, the profit of supplier increases because of the fixed fees retailer shared, while the additional fixed fees cannot affect the profit increase of retailer. Hybrid strategy contract is that the retailer shares part of the fresh-keeping effort cost as well as supplier shares some of his revenue to retailer. It is demonstrated those contracts could effectively realize the coordination of dual-channel supply chain and improve the profits of the members in a certain range. By comparing the designed coordination contracts, the nature of dual-channel supply chain coordination could be summarized as follows:the traditional coordination method of single channel supply chain do not apply to dual channel situations; the combination of fixed fees and traditional coordination method can realize the dual-channel supply chain coordination. Finally, the relevant model parameters are set up for numerical analysis to verify the correctness and effectiveness of the theoretical conclusions.This article will help scholars to understand the essence of the dual channel supply chain coordination of fresh agricultural products, and provide guiding strategies for the fresh business enterprises to implement the dual channel supply chain.

Key words: fresh agricultural products, loss of freshness, fresh-keeping effort, coordination of dual-channel supply chain, supply ratio