MATLAB Simulation of Fresh Supply Chain based on Big Data and Internet +

Big data and cloud computing technology can greatly improve the accuracy of decision making by improving the integrity of information obtained by retailers and suppliers, realizing the precise docking of supply and demand and scene realization at low cost and high efficiency, and realizing the consistent storage of fresh supply chain data and the traceability reliability of products.The application of these new technologies provides strong intellectual support for the modern and intelligent management of the fresh supply chain industry, and gives new impetus to the rapid development of intelligent logistics.In this paper, the basic model of single retailer and supplier is constructed. Stackelberg game analysis method is used to solve the model equilibrium solution in the case of cooperative decision. The influence of fresh-keeping effort and freshness degree on the optimal selling price and wholesale price under different conditions is discussed.Secondly, the pricing decision model under decentralized decision is constructed, and the equilibrium strategy of the model is solved and analyzed by the same method. After discussing the influence of preservation effort and freshness, the role of consumer price sensitivity coefficient under competition channels is further analyzed, and numerical verification is carried out.