中文摘要：

针对生鲜农产品易变质的特性，利用效用理论构造了受生鲜农产品新鲜度和价格影响的消费者时变效用函数刻画保鲜对消费者购买决策的影响，在此基础上，构建了零售商的生鲜农产品多品种订货模型，分析了针对供应商不同单位保鲜成本时零售商的订货决策。结论表明：供应商单位保鲜成本的增大将使零售商逐渐由联合订货策略转变为单独订货策略，且在保鲜状态下，不同生鲜农产品之间新鲜度衰减速度相差越大，零售商越倾向于单独订货策略；反之，零售商越倾向于联合订货策略。

英文摘要：

Based on the characteristics that fresh agricultures product will deteriorate, we construct a time-varying consumer utility model considering the greenness and price of the fresh agricultural products with utility theory, which depicts the effect the fresh-keeping has on the consumers purchase decision. In addition, a multi-item ordering model for various fresh agricultural products is developed to analyze the retailer＇s ordering policies under different unit fresh keeping cost of supplier. The results indicate that the retailer will transfer from choosing the joint-ordering policy into independent ordering policy with the increase of supplier＇ s unit fresh-keeping cost. Besides, under the fresh-keeping condition, with the differences between the freshness decay rates of different fresh agricultural products get larger, the retailer will incline to choose the independent ordering policy otherwise, they will choose joint-ordering policy.