绿色和保鲜消费导向的生鲜农产品供应链协调

The Coordination of Three-level Fresh Agricultural Product Supply Chain Oriented to Green and Fresh Consumption

运用博弈论的方法,在考虑消费者绿色偏好和新鲜度敏感的情况下,针对电商环境下由生鲜农产品生产商、物流服务商和线下超市组成的三级生鲜农产品供应链,通过建立供应链Stackelberg博弈模型,得出供应链各成员在集中决策和分散决策下的最优决策,发现集中模式的供应链最优决策远优于分散模式,并且两种模式下供应链的最优目标值均与绿色偏好系数和新鲜度敏感系数成正比,说明引导消费者绿色和保鲜消费是提升供应链绩效的关键。最后通过设计"成本共担+收益共享"契约,实现供应链协调和帕累托改进,并通过数值分析证明该契约的有效性。

Using the game theory method and considering the existence of green preference and fresh sensitivity of consumers,a study is conducted on a three-level fresh agricultural product supply chain consisting of a fresh produce producer,a logistics service provider and an offline supermarket under the e-commerce environment.And the optimal decision of the three-level fresh agricultural product supply chain members under the centralized decision and decentralized decision is obtained.The analysis results show that the optimal decision of the supply chain in the centralized mode is far better than the decentralized mode,and the supply chain target value is directly proportional to the green preference coefficient and the freshness sensitivity coefficient,indicating that guiding consumers to green and fresh consumption is the key to improving supply chain performance.Finally,by proposing a"cost sharing+revenue sharing"contract,the supply chain coordination and Pareto improvement are realized.And the validity of the contract is verified by a numerical analysis.