考虑损失规避的生鲜品供应链保鲜努力和定价优化

Fresh Keeping Effort and Pricing Optimization for Fresh Food Supply Chain Considering Loss Aversion

为保证生鲜品生产的规模化和高品质及销售过程的新鲜度,合作社统一播种、生产和管理,直供商超销售已蔚然成风。商超对生鲜品采取保鲜措施,不仅有助于保障产品的新鲜度,也有助于减少果蔬的腐烂变质和产后损失。合作社对商超未售出的剩余产品进行回购,有助于提高商超的供货量和激励销售。将需求视为生鲜品价格、保鲜努力和随机因素的函数,考虑商超的损失规避行为、合作社的风险中性及合作社的回购补贴策略,构建了商超最优保鲜努力和定价、合作社最优供货量的供应链优化决策模型。以期望效用最大化为目标函数,运用MATLAB编程实现了优化模型的规划求解。灵敏度分析表明:商超损失规避系数上升,保鲜努力水平降低,供应链的整体效用降低;消费者价格敏感系数的上升导致保鲜努力水平、价格、供应链期望效用降低;保鲜努力敏感系数上升导致保鲜努力水平、价格上升和供应链整体效用提升;回购补贴使得保鲜努力水平降低,期望效用下降,当商超的风险厌恶程度在某个区间取值时,集中决策时的供应链期望效用大于分散决策;利润共享机制可以保证供应链成员的合作双赢,使各方收益均大于单独决策。该研究可以为损失规避零售企业的供应链建设及销售决策提供借鉴。

To ensure the scale and high quality of fresh product production as well as the freshness in the sales process,cooperatives have unified sowing,production,and management,and direct suppliers’over sales have become a common practice.The adoption of preservation measures by supermarkets for fresh products not only helps to ensure the freshness of the products,but also reduces the decay and deterioration of fruits and vegetables,and reduces postproduction losses.The cooperative repurchases the unsold remaining products of the supermarket,which helps to increase the supply volume of the supermarket and stimulate sales.Regarding demand as a function of fresh product price,preservation efforts and random factors,taking into account the loss aversion behaviors of supermarkets,the risk neutrality of cooperatives and the repurchase subsidy strategy of cooperatives,the supply chain optimization decision-making model of supermarkets’optimal preservation efforts and pricing and the optimal supply of cooperatives is constructed.Taking the maximization of expected utility as the objective function,the programming solution of the optimization model is realized using MATLAB programming.The sensitivity analysis shows that(1)the loss aversion coefficient of the supermarket increased,the level of preservation efforts decreased,and the overall utility of the supply chain decreased;(2)the increase in consumer price sensitivity leads to decrease in the level of preservation efforts,prices,and expected utility of the supply chain;(3)the increase in the sensitivity coefficient of preservation efforts leads to increase in the level of preservation efforts and price as well as the overall improvement in the utility of the supply chain;(4)the repurchase subsidy reduces the level of preservation efforts and the expected utility,when the degree of risk aversion of the supermarket is in a certain range,the expected utility of the supply chain in centralized decision-making is greater than that in decentralized decision-making;(5)the profit sharing mechanism can ensure a win-win cooperation among supply chain members,so that all parties’profits outweigh individual decisions.This research can provide reference for supply chain construction and sales decision-making of loss aversion retail enterprises.