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中文摘要：
针对零售商的公平关切以及生鲜农产品的易变质特性，在以Nash谈判解作为零售商公平参照点的基础上，分析了零售商的公平关切对订货策略以及协调契约的影响，结果表明：零售商的公平关切会使其缩短订货周期、降低订货量；随着零售商公平关切度的增大，其公平关切效用先增大后减小，并且零售商会逐渐由供应商保鲜策略转变为不保鲜策略，而供应商的利润会减小；保鲜成本分担契约能够有效的协调零售商公平关切下的生鲜农产品供应链，但零售商的公平关切会降低协调契约的有效性．
英文摘要：
According to the fairness concerns of retailer and the perishable feature of fresh agricultural product, this paper analyzes the impacts that fairness concerns of retailer have on the ordering strategy and coordination contract by taking the Nash bargaining solutions as the reference points of retailer. The results show that retailer＇s fairness concerns will shorten the ordering period and reduce the ordering volume; as the growing of the fairness concerns coeff~cient of retailer, retailer＇s fairness concerns utility firstly increases, and then decreases, what is more, retailer gradually changes its freshness-keeping strategy of supplier to non-freshness-keeping strategy, while the profits of supplier gradually decrease; the cost contribution arrangement for freshness-keeping can effectively coordinate the supply chain of fresh agricultural product under the fairness concerns of retailer. However, retailer＇s fairness concerns will weaken the efficiency of contractual coordination.
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