Abstract: Using the game theory method and considering the existence of dual factors of offline experience service and fresh-keeping efforts, a study was conducted on a two-level fresh e-commerce supply chain composed of agricultural product suppliers and e-commerce platform. And the optimal decision of each member of fresh e-commerce supply chain under centralized decision and decentralized decision was obtained. The analysis results show that the optimal solution of centralized decision-making is better than decentralized decision-making, and the optimal target value of the supply chain under the two modes is directly proportional to the experience service sensitivity coefficient and freshness sensitivity coefficient, indicating that improving the offline service level and fresh-keeping efforts is the key to improving the performance of the supply chain. By proposing a "two-way cost sharing" contract, the experience service and preservation efforts can reach the centralized decision-making level, but the total profit of the supply chain has not been improved. On this basis, by proposing the contract of "two-way cost sharing + revenue sharing", the perfect coordination and Pareto improvement of supply chain are realized. And the validity of the contract is verified by a numerical analysis.

Key words: fresh-keeping effort level, experience service level, fresh e-commerce, supply chain contract coordination