生鲜农产品供应链的消费者剩余优化——基于前置仓与共享物流的组合模式

Consumer Surplus Optimization of Fresh Agricultural Product Supply Chain-A Combination Model Based on Pre-warehouse and Shared Logistics

消费者质量需求升级,促进了“即时配送生鲜电商”的发展。本文构建了前置仓与共享物流组合模式下生鲜农产品供应链消费者剩余优化的理论模型,基于供应商利润最大化目标,探究优化消费者剩余的保鲜努力决策。研究表明:(1)以利润最大化为目标的供应商存在保鲜努力程度的最优决策。(2)前置仓与共享物流形成组合机制,可以更显著地提升供应商利润,并优化消费者剩余,其意义在于降低生鲜农产品流转过程中的新鲜度损耗,提高产品售价。(3)供应商保鲜努力程度对消费者剩余有正向作用,但保鲜努力成本造成价格上升会降低消费者剩余。本文研究对基于前置仓和共享物流模式实现生鲜农产品供应链的决策优化和升级发展,有一定的理论和应用意义。

The“Pre-warehouse+Shared Logistics”model is an important manifestation of the rapid development of China's"instant delivery fresh e-commerce".It satisfies consumers'high demand for the timeliness of fresh food through optimized“last mile”logistics distribution and is becoming a new force in the online retail of fresh agricultural products.Investigating the optimization of supply chain decisions for fresh agricultural products under this model is of great theoretical and practical significance for promoting and adjusting the development and upgrading of fresh agricultural product supplychain.Under traditional logistics models,suppliers independently supply products and logistics to consumers,making decisions independently.In scenarios with only pre-warehouses,suppliers provide independent logistics to the warehouses,which then provide independent logistics to consumers and make independent decisions.Under the“Pre-warehouse+Shared Logistics”model,suppliers first use To B shared logistics to transport their products to pre-warehouses for storage,and then leverage To C shared logistics to complete instant delivery services to consumers.Based on this,the paper constructs a theoretical model for optimizing consumer surplus in the fresh agricultural product supply chain under the combined model of pre-warehouses and shared logistics.It explores the decision-making of preservation efforts to optimize consumer surplus based on the condition of maximizing supplier profits.It compares and analyzes the optimal value differences of supplier preservation efforts with and without the“Pre-warehouse+Shared Logistics”model,exploring its impact on supply chain optimization and consumer surplus.The paper concludes that:(1)Suppliers aiming for profit maximization have an optimal decision on the degree of preservation efforts.If suppliers do not reach this level,increasing preservation efforts can enhance the freshness of fresh products and increase profits;if suppliers exceed this effort level,the cost of increasing preservation efforts will reduce the benefits brought by product freshness.(2)The combination mechanism of pre-warehouses and shared logistics can significantly increase supplier profits.Pre-warehouses help shorten the"last mile"delivery distance,reduce the preservation needs of fresh agricultural products,and lower storage and logistics costs while increasing product prices.The additional costs incurred by manufacturers providing their own logistics and the time loss during the delivery stage will force manufacturers to increase preservation efforts to counteract losses,which has a negative effect on supplier profits.The significance of shared logistics lies in reducing the freshness loss of fresh agricultural products during the logistics process and increasing product prices.(3)The combined model of the“Pre-warehouse+Shared Logistics”helps increase consumer surplus.On the one hand,the optimal preservation efforts of suppliers help improve the freshness of agricultural products,which has a positive effect on consumer surplus.On the other hand,consumers are the fundamental bearers of the costs related to supplier preservation efforts,pre-warehouses,and shared logistics,and the related costs causing price increases have a negative effect on consumer surplus.The paper innovatively constructs a decision-making model for preservation efforts to maximize profits of suppliers under the pre-warehouse and shared logistics model,analyzes the synergistic effects of the“Pre-warehouse+Shared Logistics”combined model,and based on a new perspective,further explores its impact on consumer utility,mechanisms of action,and evolutionary paths.The study provides the following implications for management decisions and related research:(1)Build an information-sharing plaform to realize a traceable tracking system for fresh agricultural products,improving supply chain transparency.(2)Promote the application of big data and intelligent technology to optimize the location of pre-warehouses,enhancing the differentiated configuration of pre-warehouses combined with consumer market characteristics.(3)Promote the integration of pre-warehouses with shared logistics,build a centralized control platform for logistics,improve logistics efficiency,and simultaneously prevent plaform monopolies,jointly enhancing supplier profits and consumer surplus.