控制力影响定价的生鲜品供应链优化模型

An Optimal Model of Fresh Product Supply Chain with Influence of Control Power on Pricing

供应链关系中拥有较强控制力的一方可以通过权力作用影响供应链成员的定价决策。将市场价格视为供应链主导成员控制力的函数,从是否考虑控制力因素影响2个角度,构建了由1个供应商和1个零售商组成的二级生鲜品供应链的分散决策和集中决策模型。研究表明:将控制力作为决策变量纳入供应链决策模型更符合供应链运作实际;供应商权力占优的生鲜品二级供应链中,存在最优控制力配置使得系统定价和绩效水平最优,最优控制力水平、价格和保鲜努力水平随控制力价格影响系数和消费者生鲜度敏感系数的增加而增大,随控制力成本系数和保鲜努力投入成本系数的增加而减小,因此针对消费者生鲜度比较敏感的产品,供应商应尽可能提升自己的供应链控制能力,以增强产品的新鲜度水平,提升系统销量和利润水平;集中决策下,控制力因素不影响系统最优定价及保鲜努力水平,当供应商和零售商的控制力水平分别为1/2时,系统利润水平最大,集中决策的开展具有较强的可行性,当控制力价格影响系数和控制力成本系数达到阈值时,会有集中决策下的价格水平低于分散决策下的价格水平,集中决策更易开展。最后通过算例分析验证了模型的有效性和科学性。

In the supply chain relationship,the member with strong control power can influence the pricing decision of supply chain members through the role of power.Regarding the market price as a the control power function of the leading members of the supply chain,a decentralized and centralized decision-making model of 2-level fresh product supply chain,which is composed of 1 supplier and 1 retailer,is constructed from the perspectives of with/without considering the influence of control power.The result shows that(1)Incorporating control power as a decision variable into the supply chain decision model is more in line with the actual operation of the supply chain.(2)In the secondary supply chain of fresh products where the supplier's power is dominant,there is an optimal control power configuration to optimize the system pricing and performance level.The optimal control power level,price and preservation effort levels increase with the increase of control power price influence coefficient and consumer freshness sensitivity coefficient,and decrease with the increase of control power cost coefficient and freshness-keeping effort cost coefficient.Therefore,for the products that consumers are more sensitive to freshness,suppliers should try their best to improve their supply chain control ability,so as to enhance the freshness level of products and improve the system sales and profit level.(3)Under the centralized decision-making,the control power factors do not affect the optimal system pricing and freshness-keeping effort level.When the control power level of the supplier and retailer is 1/2,the profit level of the system is the largest,and the centralized decision-making has strong feasibility.When the control power price influence coefficient and control power cost coefficient reach the threshold,the price level under centralized decision-making will be lower than that under decentralized decision-making,and it is easier to carry out centralized decision-making.Finally,the effectiveness and scientificity of the model are verified through the analysis of a numerical example.