考虑消费者新鲜度偏好的生鲜电商预售库存与定价联合决策研究

Joint Pricing and Ordering Policy for a Fresh Food E-commerce AdvanceBooking System with Consumers Preference for Freshness

文中以现实中生鲜电商的预售实践为研究背景,分析了消费者的产品新鲜度偏好对生鲜电商预售、库存与定价联合决策的影响。具体而言,文中以蔬菜、水果等具有固定腐败率的产品为研究对象,分析在消费者需求与价格及库存时间相关背景下,采用预售策略时生鲜电商的两阶段库存模型,进而构建了企业单位时间的利润函数,并证明了模型最优解的存在。通过设计求解算法,求解出最优的预售时长、现售时长和现售价格。最后使用算例进行验证,并通过敏感性分析给出了一些管理建议。

This paper takes the actual pre-sale practice of fresh food e-commerce as the research background and analyzes the influence of consumers product freshness preference on the joint decision-making of fresh e-commerce pre-sale,inventory and pricing.Specifically,this article takes products with fixed corruption rates such as vegetables and fruits as the research object,analyzes the two-stage inventory model of fresh food e-commerce when the pre-sale strategy is adopted in the context of consumer demand,price and inventory time.Constructed the profit function of the enterprise unit time and proved the existence of the optimal solution of the model.By designing a solution algorithm,the optimal pre-sale duration time length,current-sale duration time length and current-sale price are solved.Finally,a calculation example is used to verify the results,and some management suggestions are given through sensitivity analysis.