考虑绿色度的生鲜农产品供应链的销售模式与定价策略

Sales Mode Selection and Pricing Strategies for Green Degree Concerned Fresh Agricultural Products Supply Chain

绿色农产品供应商和普通农产品供应商生产的生鲜农产品存在绿色度差异,消费者的时变效用受农产品的绿色度、零售价格和新鲜度的影响。研究了零售商主导下的销售模式选择问题和定价策略,比较了只销售普通农产品、只销售绿色农产品以及同时销售普通农产品和绿色农产品三种销售模式下的最优定价和利润水平,讨论了主要参数的变化对最优决策和利润的影响,最后采用数值分析对模型主要结论进行了验证。研究结果表明:1)当绿色度的成本系数偏高时,零售商的最优销售模式为只销售普通农产品;当绿色度的成本系数偏低或适中时,①若满足同时销售两产品的约束条件,则零售商的最优销售模式为同时销售两产品;②若绿色度的成本系数低于某一临界值,则最优销售模式为只销售绿色农产品;反之,最优销售模式为只销售普通农产品;2)两产品的最优零售价格与绿色度的成本系数和新鲜度敏感系数正相关,与价格敏感系数负相关;零售商的利润与价格敏感系数和绿色度的成本系数负相关,与新鲜度敏感系数正相关。

There are some differences in the green degree of fresh agricultural products between a supplier of green agricultural products and a supplier of ordinary agricultural products respectively, and consumers’ time-varying utility is affected by green degree, retail price and freshness of agricultural products. We studied the choices of the sales mode and the pricing strategy of a dominant retailer, and comparatively analyzed the optimal pricing and profit level under the sales modes of ordinary agricultural products, green agricultural products, and two products at the same time, then discussed the influence of main parameters on optimal decisions and profits. Finally, we verified the conclusions by the numerical analysis. The results show that: 1) when the cost coefficient of green degree is high, the retailers optimal sales mode is to sell ordinary agricultural products;and when the cost coefficient of green degree is low or moderate, ① if the constraint conditions of selling both products at the same time are satisfied, the retailer’s optimal sales model is to sell two products at the same time;② otherwise, when the cost coefficient of the green degree is below a threshold, the retailer’s optimal sales mode is to sell green agricultural products, otherwise,the retailer’s optimal sales mode is to sell ordinary agricultural products;2) the optimal pricing and profit level are positively correlated with freshness sensitivity coefficient, and negatively correlated with the price sensitivity coefficient,but the optimal pricing is positively correlated with the cost of the green degree coefficient, and the profit level is negatively correlated with it.