Abstract: In order to study the optimal strategy and coordination of three-layer e-commerce supply chain based on F2F with the market demand affected by online retail price, service level of e-platform and freshness, a Stackelberg Game model consisting of a fresh product manufacturers, TPL(Third Party Logistics service provider) and e-platform is constructed to analyze the optimal decisions and maximum profits of all parties. Then the rebate and revenue sharing contract is designed to promote the coordination of the supply chain. The results show that when the rebate and revenue sharing ratio meet certain conditions, all parties in the supply chain can achieve a win-win situation. Finally, a numerical example is given to verify the effectiveness of the contract and to analyze the influence of parameters such as price elasticity coefficient, elasticity coefficient of freshness, elasticity coefficient of service level, product preservation cost coefficient, service level cost coefficient on contract acceptance. The research results can provide a reference for the decision-making and coordination of the three-level supply chain of fresh e-commerce under the direct selling mode of household agricultural products.

Key words: game theory, supply chain decision, fresh e-commerce, supply chain coordination