This paper studies the strategic channel decision-making of fresh agricultural product enterprises from the perspective of consumer convenience perferences. This research is carried out under the background of the upgrading of domestic consumption and explosion of stay-at-home economy in china in recent yeas. In this paper,consumers are segmented firstly according to their different preference for consumption time,namely,convenience preference. Then, a channel decision model which consiers the convenience sensitivity of consumers and the inconvenience cost is proposed. Finally, the optimal wholersale price and delivery lead time of the supplier and the service level decision of the retailer are obtained by using backward induction method. The results show that under different market conditions, the supplier can adopt three equilibrium strategies:NR(No Retailer),CP(Capture Profit) and SP(Share Profit). With the change of inconvenience cost, the equilibrium state of supply chain will also change. Fresh agricultural product companies can choose different strategies to maximize their revenue according to different markets.

Fresh agricultural produce is almost the staple food and necessity of people's daily diet all over the world. However, natural perishability and freshness affect the demand for fresh agricultural produce. Due to the change of freshness, the retailer has to adopt a multi-period dynamic pricing strategy to deal with unsold products. The research object of this paper is the retailer's two-echelon supply chain of fresh agricultural produce, and the aim is to achieve the optimal two-period coordination and ordering through options and wholesale contracts in the supply chain. In the case of two-period pricing, we find that the optimal wholesale order quantity increases with the decline of the price in the first period and tends to be stable with the decline of the price in the second period. In contrast, the price change in the first period has a greater impact on the retailer's optimal order quantity. The profits of both the retailer and the supplier increase significantly with the increase of the price in the first period, while the impact of the change of the price in the second period is not obvious. Meanwhile, decentralized decision-making can only be coordinated in the supply chain through the original option contract at the first-period price. In the second period, the cost-sharing contract is introduced to coordinate the supply chain, increase orders, and increase the profits of both the retailer and the supplier. These findings are of great significance for both the retailer and the supplier in the multi-period dynamic pricing of fresh produce under the option contract.