Consumers’ requirements regarding the level of freshness of certain perishable products have increased alongside continuous improvement in people’s living standards. Thus, a growing number of retailers are taking freshness-keeping measures to satisfy consumers’ demands. This study introduces an online-to-offline (O2O) dual-channel supply chain optimization model considering consumers’ freshness preference. The model contains multiple suppliers, retailers and demand markets. The retailers purchase the products from suppliers through offline channels and sell the products to consumers via offline and online channels. On this basis, we describe the optimization model as a variational inequality problem and use an effective convergence algorithm to approximate the equilibrium solution of the supply chain. The computational results show that suppliers are always profitable from retailers’ freshness-keeping effort, regardless of whether consumers’ freshness preference is high or low. If more retailers invest in freshness-keeping effort, suppliers will obtain more profits. Furthermore, it is not always beneficial for retailers to engage in the freshness-keeping effort. They should take flexible freshness preservation measures on their products based on consumers’ freshness preference. Moreover, an increase in consumers’ freshness preference will incentive retailers to adopt more advanced freshness preservation technology to gain higher revenues.

随着人们生活水平的不断提高，消费者对某些易腐烂产品的新鲜度要求也随之提高。因此，越来越多的零售商正在采取保鲜措施来满足消费者的需求。本研究引入了考虑消费者新鲜度偏好的线上到线下（O2O）双渠道供应链优化模型。该模型包含多个供应商、零售商和需求市场。零售商通过线下渠道向供应商购买产品，并通过线下和线上渠道将产品销售给消费者。在此基础上，我们将优化模型描述为变分不等式问题，并使用有效的收敛算法来逼近供应链的均衡解。计算结果表明，无论消费者的新鲜度偏好高低，供应商总是能从零售商的保鲜努力中获利。如果更多的零售商投资于保鲜工作，供应商将获得更多的利润。此外，零售商参与保鲜工作并不总是有益的。应根据消费者的新鲜偏好，对产品采取灵活的保鲜措施。此外，消费者对新鲜度偏好的增加将激励零售商采用更先进的保鲜技术以获得更高的收入。供应商将获得更多利润。此外，零售商参与保鲜工作并不总是有益的。应根据消费者的新鲜偏好，对产品采取灵活的保鲜措施。此外，消费者对新鲜度偏好的增加将激励零售商采用更先进的保鲜技术以获得更高的收入。供应商将获得更多利润。此外，零售商参与保鲜工作并不总是有益的。应根据消费者的新鲜偏好，对产品采取灵活的保鲜措施。此外，消费者对新鲜度偏好的增加将激励零售商采用更先进的保鲜技术以获得更高的收入。