基于非合作博弈的城市食品冷链共同配送定价

Pricing of urban food cold chain joint distribution based on non-cooperative game

城市消费者对保鲜、冷冻食品的需求日益激增,对配送的效率与质量也提出了很高的要求,但当前冷链物流过高的配送成本很大程度上限制了生鲜电商市场的发展.在对城市食品冷链物流发展现状及瓶颈分析的基础上,提出了城市食品冷链2B/2C业务融合共配模式,建立了第三方物流企业与生鲜电商定价博弈模型,得出通过定价折扣策略可以提高博弈双方的收益的结论.可以为第三方物流与生鲜电商开展冷链B2C配送业务提供参考.

In recent years, city consumer demand for fresh and frozen food is soaring, which also put forward high demands on the efficiency and quality of distribution. However, the distribution costs of curfent cold chain logistics are too high, largely limiting the development of fresh food e- commerce market. Based on the development analysis and bottleneck analysis of the cold chain lo- gistics, this paper puts forward the joint distribution pattern of 2B/2C business for city food cold chain. A pricing game model between the third party logistics enterprises and fresh food e-com- merce,is established. And through the pricing discount strategy, profits of both parties in the game could be improved. It will provide references for the third party logistics and fresh e-com- merce to develop B2C distribution business in cold chain.