考虑风险态度的生鲜供应链保鲜努力与广告成本分担研究

Research on fresh supply chain preservation effort and advertising cost sharing considering risk attitude

文章从冷链保鲜运输及冷链广告成本分担的角度,构建一个由风险中性的生鲜电子商务零售商和持有不同风险态度的冷链物流供应商组成的生鲜供应链,运用均值-CVaR风险度量准则和Stackelberg博弈理论,研究分散与集中决策下冷链物流供应商的风险态度对供应链成员的决策和绩效的影响。研究结果发现:冷链物流供应商的风险态度会限制生鲜运输速度及供应链各方利润;双向成本共担契约可在满足供应商风险限制的同时使协调后各方收益不小于协调前,且供应链整体利润达到最大值。最后通过算例,验证了风险态度对各项决策的影响及协调契约的有效性。

A fresh supply chain composed of a risk-neutral fresh e-commerce retailer and a cold chain logistics provider with different risk attitudes was constructed from the perspective of cold chain preservation transportation and cold chain advertising cost sharing.Using the mean-CVaR risk measurement criterion and Stackelberg game theory,the effects of the cold chain logistics provider’s risk attitude on the decision-making and performance of supply chain under decentralized and centralized decision-making are studied.The results show that the of the cold chain logistics provider’s risk attitude will limit the speed of fresh food transportation and the profits of all parties in the supply chain.A two-way cost-sharing contract could meet the provider risk constraints while making the benefits of all parties after coordination not less than before coordination,and the overall profit of the supply chain reaches the maximum.Finally,the influence of risk attitude on various decisions and the validity of the contract are proved by the examples.