中文摘要：

针对生鲜农产品新鲜度随时间减小的特点,构造受生鲜农产品新鲜度和零售价格影响的消费者时变效用函数,分析了消费者在不同时刻够买生鲜农产品的效用和数量的变化,并基于此建立了消费者偏好影响需求的生鲜农产品EOQ模型;以提高消费者效用为目的,分析了两种不同保鲜情形下零售商的最优订货决策和最优保鲜投入。研究发现,零售商的最优保鲜投入并不能使消费者效用最大化,满足消费者对生鲜农产品新鲜度的要求必须依靠政府的宏观调控。

英文摘要：

Based on the freshness of the fresh agricultural product decreases as time goes on,a time-varying consumer utility function influenced by greenness and price is developed.We analyze the change of the consumer utility and quantity when consumers purchase the fresh agricultural products at different epoch,and then develop an EOQ model for fresh agricultural product considering the factor that the consumer preference influences demand.To increase the consumer utility,we analyze the optimal order policy and fresh-keeping input in two different fresh-keeping ways.The conclusion implies that the optimal fresh-keeping input can＇t make the consumer utility maximize,and the satisfying the freshness requirement of consumers depends on the government＇s macro-control.