新零售渠道整合下生鲜供应链的定价与协调策略

Pricing and Coordination Strategy of Fresh Food Supply Chain under the Integration of New Retail Channels

在新零售模式下,本文针对双渠道生鲜供应链,考虑供应商与传统零售商之间的物流合作以及在此基础上的价格整合情形,基于消费者效用理论,综合考虑价格和产品新鲜度对消费者购买决策的共同影响,建立整合前后的定价和协调模型,采用线性补偿契约与收益共享契约进行协调,得到相应的最优协调策略。通过最优决策量数值模拟,对比分析三种不同程度渠道整合情形下生鲜供应链个体以及供应链系统的最优定价决策以及最优利润水平。研究发现:线上线下的物流合作会使对线性补偿量具有强势决策权的传统零售商在利润分配中占优;在进行物流整合的基础上,各供应链成员是否应开展价格整合,取决于消费者对产品时效性要求的高低以及其自身的讨价还价能力;对系统来说,渠道整合可以扩大消费者群体,提高供应链的总利润。

With the occurrence of the new retail era,online and offline integration has become an inevitable trend in the development of fresh product retail.“Online ordering,offline distribution”is an emerging O2 O model combining online and offline resources,retailers are gradually adopting price integration based on logistics cooperation.Channel integration,on the one hand,can directly affect consumer utility and stimulates consumer demand;on the other hand,it can improve the utilization of channel resources and reduce distribution costs.Therefore,how to coordinate the supply chain through contracts,how to influence the supply chain members individually and the entire supply chain system in different levels of channel integration,and how to make optimal pricing and coordinated strategies,have great theoretical and practical significance.For fresh products where product freshness affects market demand,three kinds of channel integrations in the dual-channel supply chain are studied.From the perspective of consumer purchasing behavior as well as channel competition and cooperation,using the wholesale price contract and the revenue-sharing contract to coordinate,a pricing and coordination model before and after integration is established,and the corresponding optimal strategies of the supply chain are gained.The results show that:1)With the achievement of the“online ordering and offline distribution”logistics cooperation,the traditional retailers dominate in the compensation agreement and have an advantage in the profit distribution of the supply chain,while the supplier’s profit will be slightly lower.2)In thelogistics cooperation mode,online and offline companies will maintain price differences,which can guide consumers to purchase products online,thereby expanding the market size and ultimately inclining towards online sales(known as the New Retail mode).3)For fresh products with higher timeliness requirements,traditional retailers are willing to carry out a further price integration strategy,and the suppliers will only adopt it otherwise;4)If the price integration strategy is adopted,online and offline firms may guide consumers to purchase offline exclusively to reduce distribution costs;5)In a lot of conditions,the pricing and logistics integration can expand the consumer group and increase the total profit of the supply chain.The contribution of the paper is divided into two parts.First,it is an attempt to establish a new pricing and coordination model in dual-channel research field.Secondly,by comparing the optimal profits of supply chain members individually and systematically under three different levels of integration,this paper provides insights into how suppliers and retailers should operate online and offline channels.