Research on dynamic pricing and coordination model of fresh produce supply chain based on differential game considering traceability goodwill

¹ Cuisine Science Key Laboratory of Sichuan Province, Sichuan Tourism University, Chengdu, Sichuan Province 610100, P.R. China
² College of Big Data and Statistics, Sichuan Tourism University, Chengdu, Sichuan Province 610100, P.R. China
³ School of Continuing Education, Sichuan Tourism University, Chengdu, Sichuan Province 610100, P.R. China
⁴ Party Committee Office, Sichuan Tourism University, Chengdu, Sichuan Province 610100, P.R. China
⁵ Human Resources Department, Sichuan Tourism University, Chengdu, Sichuan Province 610100, P.R. China
⁶ School of Economics and Management, Southwest Petroleum University, Chengdu, Sichuan Province 610500, P.R. China

^* Corresponding author: mingluo@my.swjtu.edu.cn

Received: 18 October 2023
Accepted: 5 March 2024

Abstract

This study aims to solve the current pricing and coordination problems in the fresh produce supply chain by proposing a dynamic pricing and coordination differential game model based on traceability goodwill to optimize the operational efficiency and profitability of the supply chain. Freshness and traceability are critical consumer trust and brand value factors incorporated into the dynamic pricing and coordination model in the agricultural supply chain. The research methodology of this paper integrates critical factors such as supply chain cost and market demand to construct a comprehensive differential game model. It also highlights the motivation of dynamic pricing strategy and coordination mechanism based on traceability goodwill. Through traceability goodwill, operating companies can better assess and manage product quality and improve consumer trust in agricultural products, thus enhancing brand value. The dynamic pricing strategy based on traceability goodwill can flexibly adjust prices according to changes in the quality characteristics of agricultural products and market demand, realizing a dynamic balance between supply and demand. On the other hand, the mutual cost-sharing and coordination mechanism promotes the synergy between the various links of the supply chain. It improves overall efficiency through cooperation coo, coordination, and other means. The validity and reliability of the model are verified through numerical simulation experiments. The numerical simulation results show that the dynamic pricing and coordination model based on traceability will significantly improve supply chain efficiency and profitability compared with the traditional model. Specifically, the interests of supply chain participants are balanced, and the overall supply chain operational efficiency is improved. The main contribution of this study is to propose a dynamic pricing and coordination model based on traceability goodwill and verify its superiority through numerical simulation experiments. This study provides a valuable reference for fresh agricultural products supply chain management and offers new ideas for improving supply chain efficiency and profitability.