基于网络服务水平的农产品供应链分销渠道模式选择

Distribution Channel Selecting in Agricultural Supply Chain Based on Network Service Level

考虑网络服务水平对农产品供应链网络分销渠道模式选择的影响,提出了直销网店和代理网店两种供应链网络分销渠道,及分别构建了直销网店模式和代理网店销模式的博弈模型,得到了农业生产企业收益最大化角度下网络分销渠道模式选择策略,并对比分析了供应链收益最大化角度下网络分销渠道模式选择策略。研究发现,当线上销售价格与线下销售价格的比值低于一定值时,无论网店的网络服务成本有多低,农业生产企业都不会开展线上销售业务;当直销网店的网络服务成本系数适中时,农业生产企业收益最大化角度下分销渠道模式选择策略将不利于供应链整体效率的提升;网络分销渠道市场占潜在市场规模百分比能正向影响对直销网店模式的选择。

To solve the problem of electronic distribution channel selecting for agricultural supply chain, two kinds of electronic channels （ direct and indirect selling online） are put forward considering the impact of the network service level on electronic distribution channel selecting, and an analytical model for each channel is set up respectively. The optimal electronic distribution channel selecting from the perspective of maximizing agricultural enterprise＇s profit （OEDCS-1） is achieved and analyzed comparatively from the perspective of maximizing agricultural supply chain＇s profit. It is found that, 1 ） even the cost of network service is very low, the agricultural enterprise will not sell their products online when the ratio of online price and offline price is lower than a specific value; 2） OEDCS-1 will be unfavorable for supply chain ef- ficiency when the cost of network service for the channel of direct selling online is in the middle ; 3 ） the percentage of primary demand for electronic distribution channel is positive for selecting the channel of di- rect selling online.