考虑供应商保鲜努力的生鲜电商销售模式选择

Sales mode selection of fresh e-commerce considering supplier’s freshnesskeeping effort

基于一个生鲜供应商和一个生鲜电商组成的供应链,考虑生鲜供应商的保鲜努力对产品新鲜度的影响,建立转售模式、代理模式和混合模式下的博弈模型,研究生鲜供应商提供保鲜努力下生鲜电商的最优销售模式选择,分析销售模式差异对保鲜努力水平和销售价格的影响.研究结果显示:当佣金率较高且消费者对产品新鲜度比较敏感时,生鲜电商的最优销售模式是混合模式;否则,生鲜电商的最优销售模式是转售模式,而生鲜供应商的利润和供应链总绩效始终在混合模式下最大.生鲜供应商在代理模式和混合模式下的保鲜努力水平始终相等,佣金率较低时,代理模式和混合模式下的保鲜努力水平高于转售模式下的保鲜努力水平.此外,代理模式和混合模式下的销售价格随佣金率的降低而提高,佣金率低于一定水平时,混合模式下转售渠道的销售价格最高.

This paper focuses on a supply chain consisting of a fresh supplier and a fresh e-commerce.We establish three game models under resell mode,agency mode and hybrid mode considering the impact of the fresh supplier’s freshness-keeping effort on freshness.We explore the optimal sales mode selection of fresh e-commerce with supplier’s freshness-keeping effort,and further analyze the effects of different sales modes on price and level of freshness-keeping effort.The results show that,when both the commission rate and the consumers’sensitivity to freshness are high,the fresh e-commerce is best to choose hybrid mode;otherwise,the fresh e-commerce is best to choose resell mode.However,the fresh supplier’s profit and supply chain’s performance are always largest under hybrid mode.The level of freshnesskeeping effort under agency mode is always equal to that under hybrid mode.And it is higher than that under resell mode when the commission rate is low.Besides,as the commission rate decreases,fresh production’s prices under agency mode and hybrid mode will increase.When the commission rate is lower than a certain threshold,fresh production’s price is highest in resell channel under hybrid mode.