Abstract: The sustainable development of fresh agricultural products supply chain is an important guarantee to promote farmers “income and improve residents” quality of life. A two-level fresh produce supply chain game model consisting of suppliers and e-commerce platforms is constructed to compare and analyze the optimal decisions of supply chain members under three sales modes: online direct sales, online reselling and online reselling. It is found that: fresh produce suppliers and e-commerce platforms maximize profits under direct sales and resale modes respectively. The cold chain service level is the highest under the direct sales mode, and the fresh produce sales price is the lowest and live marketing effort is the highest under the reselling mode. The commission paid by suppliers to the e-commerce platform under the reselling mode is related to the cold chain cost and live streaming cost, and the commission increases with the increase of cold chain logistics cost and live streaming cost, and decreases with the increase of cold chain service effect and live streaming effect. When the commission ratio is at a certain threshold, the effect of live streaming cost on commission ratio is greater than the effect of cold chain cost on commission.

Key words: fresh agricultural products, cold chain logistics, live streaming, Stackelberg game

摘要： 生鲜农产品供应链可持续发展是促进农民增收和提升居民生活质量的重要保障。针对不同销售模式下生鲜农产品供应链成员策略选择问题，构建了由供应商和电商平台组成的两级生鲜农产品供应链博弈模型，对比分析网上直销、网上转销和网上代销三种销售模式下供应链成员最优决策。研究发现：生鲜农产品供应商和电商平台分别在直销和转销模式下实现利润最大化。直销模式下冷链服务水平最高，代销模式下生鲜农产品销售价格最低，直播营销努力最高。代销模式下供应商支付给电商平台的佣金与冷链成本和直播成本有关，佣金随冷链物流成本和直播成本增加而增加，随冷链服务效应和直播效应增加而减少。佣金比例在某一阈值时，直播成本对佣金比例的影响大于冷链成本对于佣金的影响。

关键词: 生鲜农产品, 冷链物流, 直播带货, Stackelberg博弈