绿色农产品双渠道供应链定价与协调决策

Pricing and Coordination in a Dual-channel Supply Chain of Green Agricultural Products

通过线下和线上双渠道销售绿色农产品逐渐成为当下农产品的主要销售模式。构建由供应商和零售商组成的两级农产品供应链系统,对零售商双渠道销售下农产品的定价和绿色度决策进行研究,结果表明:消费者的渠道偏好不影响分散决策下的绿色度投入,集中决策下农产品绿色度随消费者的渠道偏好先减后增;在集中和分散决策下,若消费者越偏好某渠道,则该渠道的零售价格越高;分散决策下,消费者偏好不影响供应商的利润,而单渠道销售对零售商最有利;采用收益共享契约能实现供应链协调,且当消费者的渠道偏好适中时,供应商获得的收益越大。

Selling green agricultural products through dual channels, i.e., the offline channel and the online channel, has gradually become a current selling trend of agricultural products. A two-stage agricultural product supply chain consisting of one supplier and one retailer has been constructed, and the pricing and green innovation decisions of agricultural products under the dual-channel selling by the retailer has been discussed.The results show that: consumers’ channel preference does not affect the green innovation under decentralized case, and the green innovation of agricultural products first decreases and then increases with consumers’ channel preference under centralized case;under centralized and decentralized cases, one channel will enjoy a higher retail price if more consumers prefer the channel;single channel selling is beneficial to retailer and consumers’ preference does not affect supply chain profit under decentralized case;by adopting a revenue share contract, the supply chain is well coordinated and the supplier will achieve a higher revenue sharing ratio when the consumers’ channel preference is moderate.