基于消费者在线评论的生鲜电商供应链两阶段定价与保鲜努力决策

Two-Stage Pricing and Freshness-Keeping Effort Strategy of Fresh E-commerce Supply Chain Based on Consumers’Online Reviews

掌握顾客消费动向对生鲜电商企业及时调整销售策略具有重要作用。基于Stackelberg博弈构建了两阶段动态博弈模型,通过模型计算及相关算例分析发现,将消费者在线评论引入由生产商、第三方物流商和生鲜电商平台组成的生鲜电商供应链中,生产商和第三方物流商会在不同阶段策略性地协调定价与保鲜努力,形成供应链最优定价与保鲜努力决策,能有效降低退货率。与单阶段相比,考虑消费者在线评论并采用两阶段定价与保鲜努力决策方式能使生鲜电商供应链各成员获得更多利润,减少资源浪费。

It plays an important role to grasp consumers’consumption trends for fresh e-commerce companies to adjust their sales strategies timely.The model calculation and corresponding numerical simulation of the two-stage dynamic game model which was constructed based on the Stackelberg game show that the manufacturer and the third-party logistics provider will strategically adjust the pricing and freshness-keeping efforts at different stages after consumers’online reviews are introduced into the fresh e-commerce supply chain that consists of the manufacturer,third-party logistics provider,and fresh e-commerce platform,so as to form the most optimal pricing and freshness-keeping decision,thus enabling to reduce the refund rate in an effective way.Compared with the singlestage model,both the consideration of consumers’online reviews and the adoption of the two-stage pricing and freshness-keeping decision enable each member of the fresh e-commerce supply chain to gain more profits and reduce the wasting of resources.