Research on the Supply Chain Coordination Mechanism of Circular Incubators for Fresh E-commerce Terminal Distribution Considering Government Rewards and Punishments

From the perspective of green and sustainable development, this paper, based on studying the supply chain composed of fresh food e-commerce and logistics service providers, considers consumers’ freshness and green preferences, and the government’s reward and punishment mechanism for promoting the investment in circular incubators. Construct the supply chain game model, introduce the coordination mechanism of the “cost-sharing + benefit-sharing” contract, and discuss how to set the government reward and punishment mechanism and the feasibility of the coordination mechanism. The study found that appropriate government rewards and punishments can increase the proportion of investment in circular incubators in the supply chain; cooperation between fresh food e-commerce and logistics service providers in sharing revenue and costs can increase the proportion of investment in circular incubators and achieve Pareto improvement of the profits of each member of the supply chain.