随机需求下生鲜电商供应链物流合作与运营决策

Logistics Cooperation and Operations Decision of fresh E-commerce Supply Chain Considering Random Demand

物流服务合作对生鲜电商供应链订货定价决策与产品保鲜水平具有重要影响。基于物流服务商独立运营、与供应商合作、与电商平台合作三种物流合作模式分析,分别构建考虑市场随机需求与保鲜努力的生鲜电商供应链运营决策模型,对比探讨不同模式下的产品定价、产品保鲜努力与市场需求,并结合数值算例分析生鲜电商市场需求预测与供应链成员合作模式偏好。研究结果表明:物流合作能有效分担物流保鲜成本与市场预测风险,降低产品零售价格,提高物流保鲜努力水平;独立运营模式下生鲜电商应采取较保守的产品订货策略,而合作运营模式下可适当提高产品订货量;两种合作经营模式可提高合作企业利润与供应链整体利润,利润合理分配是成员企业合作经营的关键。

Logistics drives the operation of fresh products e-commerce supply chain.During the logistics process of fresh products from fresh product supplier to consumers,various suppliers can provide fresh-keeping logistics services.Third-party logistics providers can act as service providers and operate fresh-keeping logistics services independently.Logistics providers can cooperate with fresh product suppliers to jointly operate fresh-keeping logistics services.It is also a new trend for some fresh e-commerce platforms to build logistics networks.How do the supply chain members of fresh e-commerce supply chain choose among the above three logistics cooperation modes?To solve the problem,it focuses on the logistics cooperation model of fresh e-commerce supply chain in this paper,and a Stackelberg game model is established.Our supply chain model is composed of the fresh product supplier,the fresh e-commerce platform,the logistics service provider and consumers.We marked the independent operation mode of logistics provider as Mode A,the cooperation mode between logistics provider and fresh product supplier as Mode B,and the cooperation mode between logistics provider and fresh e-commerce platform as Mode C.The product price,product freshness and product demand of the three modes are compared,and the predicted value of product demand and the preference of cooperation mode of supply chain members is studied by numerical simulation.The results show that logistics cooperation can definitely improve the retail price of products and delivery freshness of the products.When the logistics provider operate independently,the order quantity of the fresh e-commerce platform should be very small,because it has to bear too much ordering cost.When logistics provider cooperates with fresh supplier or fresh e-commerce platform,the e-commerce platforms can increase the order quantity of products.When consumers are not sensitive to the price of a product,but sensitive to the freshness of a product,it is easy for supply chain members to collaborate.To achieve cooperation,members of the supply chain need to negotiate to determine the proportion of benefit distribution.