电子商务模式下易腐农产品的定价与库存联合决策

Pricing and Inventory Decision-making for Agricultural Perishable Products in an E-commerce Model

随着互联网的高速发展,电子商务平台已经成为越来越多产品的主要销售渠道。新冠肺炎疫情发生以来,人们减少外出,生鲜电商平台订单量激增。生鲜产品由于易腐的特性,其在销售和库存管理等方式上区别于普通产品,因此研究电商平台下易腐农产品的定价与库存联合决策十分必要。本文通过探讨电子商务平台与线下销售的不同,抽象出电子商务平台的特点,考虑网络扩散效应以及在线评论对消费者购买意愿的影响,又结合了农产品易腐的特性,构建了两阶段的需求函数。通过单一定价与动态定价两种策略,分别探讨了定价不受腐败程度影响以及随腐败程度变化的两种模式下零售商的最优决策。数值模拟对比了两种定价方式的优劣,为管理者提供决策建议。

With the rapid development of the Internet, e-commerce platforms have become the main sales channel formore and more products. Since the outbreak of COVID-19, people have reduced going out, and the volume of fresh foode-commerce platform has surged. The perishable nature of fresh products makes it different from ordinary products interms of sales and inventory management. Therefore, it is necessary to study the pricing and inventory decisions of agri-cultural perishable products on e-commerce platforms. By discussing the differences between e-commerce platforms andoffline sales to abstract characteristics of e-commerce platform,a two-stage demand function is constructed taking into account the perishable characteristics of agricultural products,the network diffusion effect of e-commerce platforms and the influence of online reviews on consumers’willingness to purchase.The optimal decisions of retailers under two pricing strategies,fixed pricing and dynamic pricing,are explored separately.Numerical simulation methods are used to compare the advantages and disadvantages of the two pricing strategies,so as to provide managers with recommendations for decision making.