Abstract: In view of the perishability of fresh agricultural goods and the fierce competition of logistics enterprises, a hub network optimization model of fresh agricultural goods using the idea of Stackelberg game is constructed. In this model, the decaying factor which affects demand and enterprise profit is taken into consideration. And it provides an effective method for enterprises to make location decisions of maximizing their profits according to the existing network layout of the competitors. The results show that the perishability of fresh agricultural products has a greater impact on profits than the scale effect of traditional transport networks. Also, the number of hubs plays a key role in maximizing their profits in the competitive environment. Although the leader has a first-mover advantage, both decision makers should make the responsive optimization decisions according to the actual market environment. In addition, it is relatively easy for followers to enter the market when the decaying factor is high.

Key words: fresh agricultural goods, network optimization, competitive environment