社区O2O模式下生鲜农产品零售店商品捆绑组合销售决策研究

Fresh Agricultural Products Retailer Optimal Decision for Commodity Bundle Sales Under Community O2O Model

基于社区O2O生鲜农产品供应链,构建独立销售模型、纯捆绑销售模型和混合捆绑销售模型,探讨新产品、捆绑产品的价格需求敏感度和替代程度对零售店最优销售决策影响。研究表明,独立销售策略对O2O生鲜农产品供应链不利;当只有新产品的价格需求敏感程度变化时,纯捆绑策略在三种销售策略中对需求与利润的影响效果最为显著;在纯捆绑销售策略和混合捆绑销售策略下,当只有捆绑产品的价格需求敏感程度变化时,捆绑产品的价格需求敏感系数与新产品需求和零售店利润负相关,零售店销售策略由纯捆绑销售策略向混合捆绑销售策略转变;在最高潜在市场价格、成本及需求价格敏感系数一定的条件下,随着独立产品与捆绑产品替代程度的增大,捆绑产品越来越接近完美替代品,替代程度在某一阈值达到顶峰,此时选择混合捆绑销售策略获利最多。

Based on the community O2O fresh agricultural products supply chain,the independent sales model,pure bundle sales model and hybrid bundled sales model were constructed,and the impact of price demand sensitivity and substitution degree of new products and bundled products on the optimal sales decision of retail stores was discussed.The results showed that the independent sales strategy was unfavorable to the supply chain of O2O fresh agricultural products.When the price demand sensitivity of only bundled products changes,under the pure bundle sales strategy and the mixed bundle sales strategy,the price demand sensitivity coefficient of the bundled products was negatively correlated with the new product demand and retail store profits,and the retail store sales strategy changed from pure bundle sales strategy to mixed bundle sales strategy.Under the condition of the highest potential market price,cost and demand price sensitivity coefficient,with the increase of the degree of substitution between independent products and bundled products,bundled products were getting closer and closer to perfect alternatives,and the degree of substitution reached the peak at a certain threshold,at which time the choice of hybrid bundled sales strategy was the most profitable.