供应商主导下的生鲜农产品供应链定价及协调模型研究

Research on the Pricing and Coordination Model of Supplier-Dominated Fresh Agricultural Products Supply Chain

针对由单个的生鲜供应商、生鲜电商和第三方物流组成的三级供应链,同时考虑价格和新鲜度对生鲜农产品需求的影响,研究了生鲜农产品供应链定价及协调问题。首先,分别构建集中决策下和以生鲜供应商为主导的分散决策下的生鲜农产品供应链定价模型,并进行对比分析;其次,在分散决策的基础上,采用“收益共享+保鲜成本共担”契约构建协调模型;最后,通过算例分析和敏感度分析,验证了模型得出的结论,并分析了重要参数对模型的影响。研究发现,集中式定价决策下的零售价格、保鲜努力水平和供应链利润均优于分散式定价决策的对应值,在此基础上,建议采用“收益共享+保鲜成本共担”的契约协调模型,以使分散式定价决策下的供应链达到协调状态。

In view of the three-level supply chain consisting of single fresh supplier,fresh e-commerce and third-party logistics,a research has thus been conducted on the pricing and coordination issues of the fresh agricultural product supply chain,taking into consideration the impact of price and freshness on the demand for fresh agricultural products.First of all,the pricing models are constructed of fresh agricultural products supply chain under centralized decision-making and decentralized decision-making dominated by fresh suppliers,followed by a comparative analysis.Secondly,on the basis of a decentralized decision-making,a coordination model is constructed by using a“revenue sharing plus fresh-keeping cost sharing”contract construction coordination model.Finally,the conclusions drawn by the model can be verified through a case analysis and sensitivity analysis,followed by an analysis of the impact of important parameters on the model.It is found that retail prices,preservation efforts,and supply chain profits under centralized pricing decisions are superior to the corresponding values of decentralized pricing decisions.Based on this,it is recommended to adopt a“profit sharing plus preservation cost sharing”contract coordination model,which helps to achieve a coordinated state in the supply chain under decentralized pricing decisions.