双渠道生鲜农产品供应链中零售商的预售决策

Advance selling decisions of retailer in dual channel of the fresh product supply chain

构建了含有一个供应商和一个零售商的生鲜农产品的双渠道供应链系统.零售商需面对来自生鲜农产品流通过程中高损耗率的问题,及来自供应商直销渠道入侵的挑战.鉴于此,考虑了零售商对生鲜农产品实施预售的策略,研究了双渠道生鲜供应链系统下零售商不进行和进行预售的情景.通过对比发现,零售商实施预售策略将使生鲜农产品供应商和供应链整体收益提高,但对生鲜零售商自身并不总有利,也不能保证生鲜农产品供应链整体损耗率的降低.给出了零售商应采取预售策略的条件,并分析了生鲜农产品损耗率和供应商直销渠道接受度对供应链成员收益的影响.

This article constructs a dual channel supply chain for fresh products consisting of a supplier and a retailer.The retailer has to face the high loss rate of fresh products,and the challenge of the supplier direct channel.Againist this background,the advance selling strategy of the retailer was considered,and the retailer’s strategies without and with advance selling were analyzed.The comparison shows that the retailer’s advance selling will improve the profit of the supplier and the supply chain;however,it not always beneficial to the retailer,nor can it guarantee the reduction of the overall loss rate of supply chain.The conditions that the retailer should adopt the advance selling strategy are given.This article further discusses the effects of fresh product loss rate and supplier direct channel acceptance on supply chain members’profit.