考虑服务水平和促销努力的农产品三级供应链最优决策与协调

Optimal Decision Coordination of a Three-level Supply Chain for Agricultural Products Considering Service Levels and Promotion Efforts

考虑销售价格、服务水平和促销努力水平影响市场需求的前提下,以单个生产商、单个TPL服务商以及单个零售商所构成的农产品三级供应链为研究对象,其中生产商负责农产品生产制造,TPL服务商负责农产品冷链运输保鲜配送,零售商负责农产品促销行为。构建集中式供应链与分散式供应链的农产品三级供应链的Stackelberg博弈决策模型;分析新鲜度需求弹性、促销努力需求弹性等影响因素对农产品供应链系统最优决策的影响,并对比分析集中式决策与无契约的分散式决策的最优决策结果。在此基础上建立“收益共享+数量折扣+成本互担”契约来协调供应链系统。最后通过对收益共享系数与运输价格进行灵敏度分析,发现当契约参数满足特定关系时有利于供应链系统的良好协调以及利润的帕累托改进最优。

Under the premise that sales prices,service levels and promotion effort levels have an effect on market demand,this study focuses on a three-level supply chain of agricultural products composed of a manufacturer,a TPL service provider and a retailer,in which the manufacturer is responsible for the production of agricultural products,the TPL service provider is responsible for the cold chain transportation,preservation and distribution of agricultural products,and the retailer is responsible for the promotion of agricultural products.A Stackelberg game decision-making model of the three-level supply chain of agricultural products is established with centralized and decentralized supply chains.The influence of factors such as freshness demand elasticity and promotion effort demand elasticity on the optimal decision-making of the agricultural product supply chain system is analyzed,and the optimal decision results between centralized decision-making and noncontracted decentralized decision-making are compared.On this basis,a contract of"revenue sharing+quantity discount+cost mutual burden"is established to coordinate the supply chain system.Finally,through the sensitivity analysis of the revenue sharing coefficient and transportation prices,it is found that when the contract parameters satisfy a specific relationship,it is conducive to the good coordination of the supply chain system and the optimal Pareto improvement of profits.