质量安全惩罚下生鲜食品零售商最优策略研究

Research on the Optimal Strategy of Fresh Food Retailers with Punishment for Quality and Safety

将生鲜食品质量惩罚额及其惩罚概率作为外生变量,并考虑了两种不同惩罚额度的方式,同时引入生鲜食品质量特征函数,建立了零售商不实行促销价格、实行一次性促销价格和多次促销价格三种不同情况下的预期利润优化模型。结果表明生鲜食品的初始质量水平、销售时间的上限、质量衰减速度以及实行促销的时间点对最优价格和利润都有不同的影响效应。提出了零售商适时采取适当促销决策等建议。

This paper takes the food quality punishment and its punishment probability as endogenous variables, considers two different punishment ways and the quality function of fresh food, builds the optimization models for the retailer＇ s expected profit with three different situations including no promotion price, once promotion price, and more times promotion price. The result shows that the initial quality of fresh food, the upper limit of sale time, the qualitative evaluation exponent and the promotion time have different effect on the optimal price and the optimal profit. And it provides some suggestions such as the retailer taking timely proper promotion decisions.