基于成本共担契约的生鲜供应链决策研究

Decision-making of fresh supply chain based on cost-sharing contract

在一个零售商和一个供应商构成的生鲜供应链中,生鲜产品需求量受价格、新鲜水平及促销努力水平影响.文章运用Stackelberg博弈理论分别构建了一种集中决策及3种独立决策博弈模型,求解得到4种模式下的生鲜产品的新鲜水平、促销努力水平等均衡解.通过比较分析发现:成本共担模式在提升生鲜产品的新鲜水平、促销努力水平、需求量及供应商、零售商利润方面优于其他两种独立决策模式;该模式下生鲜产品的新鲜水平、促销努力水平与潜在市场规模、保鲜水平弹性系数以及促销努力水平弹性系数正相关,与保鲜成本系数、促销努力成本系数以及价格弹性系数负相关.供应商可以运用更先进的保鲜技术手段等方式,降低产品保鲜成本,零售商可以利用大数据、新零售等新技术、新媒介,降低促销努力成本,供应商还可以与零售商合作进行生鲜产品新鲜水平的宣传推广,共同推进生鲜供应链的发展.最后运用数值分析验证了模型的有效性.

A fresh supply chain consisting of one retailer and one manufacturer is considered,whose fresh product demand are affected by the price,the fresh level and the promotion efforts level.Stackelberg game is applied to build a centralized decision-making game model and three independent decision-making game models.The equilibrium solutions of freshness level and promotion effort level of fresh products under four modes are obtained.Through comparison and analysis,it is found that cost-sharing model is superior to the other two independent decision-making models in terms of improving freshness,promotion efforts level,demand and profits of the supplier and the retailer of fresh products.The freshness level and promotion efforts level of fresh products are positively correlated with the potential market size,the elasticity coefficient of freshness preservation level and the elasticity coefficient of promotion effort level under the cost-sharing mode,but negatively correlated with the freshness preservation cost coefficient,the promotion efforts cost coefficient and the price elasticity coefficient.The supplier can use more advanced fresh-keeping technology to reduce the cost of fresh-keeping products.The retailer can use new technologies and media such as big data and new retail to reduce the cost of promotion efforts.The supplier can also cooperate with the retailer to publicize and promote the fresh level of fresh products and jointly promote the development of fresh supply chain.Finally,a numerical example is given to demonstrate the validity of the models.