生鲜电商平台供应链运营模式选择与决策研究

Research on Supply Chain Operation Mode Selection andDecision-making of Fresh Food E-commerce Platforms

近年来,生鲜电商行业呈现出快速增长的态势。生鲜市场规模的不断扩大,推动生鲜电商平台供应链衍生出不同的运营模式,而生鲜电商平台选择的不同运营模式也影响其价格决策及收益。本文基于一个生鲜供应商和一个生鲜电商组成的供应链,探讨在电商自营模式、供应链模式和平台模式这三种运营模式下,生鲜电商平台与生鲜供应商的最优运营模式选择问题,并分析不同运营模式下生鲜供应商和生鲜电商平台的生产、保鲜与定价策略。研究结果显示:对于生鲜供应商和生鲜电商来说,选择供应链模式可以达到利润最大化,双方可以实现双赢。当消费者对产品价格敏感程度降低时,在平台模式下的产品销售价格最低;随着消费者对产品价格敏感程度的提高,在供应链模式下能提供更低的产品销售价格。

In recent years,the fresh food e-commerce industry has shown a rapid growth trend.The expanding scale of the fresh food market has stimulated fresh food e-commerce platforms to derive different platform operation modes,and the operation modes chosen by fresh food e commerce companies are also directly related to their pricing decision-making and revenue.Based on a supply chain consisting of a fresh food supplier and a fresh food e-commerce company,the paper studies the optimal operation modes of fresh food e-commerce platforms and suppliers in the three operation modes of e-commerce self-operated mode,supply chain mode and platform mode,and analyses the production,freshness preservation and pricing strategies of the fresh food supplier and the fresh food e-commerce platform in different operation modes.The results of the study show that the selection of supply chain model for fresh food suppliers and e-commerce companies can maximise profits and achieve a win-win situation for both parties.When consumer price sensitivity is low,the product sales price is the lowest in the platform mode;as consumer demand becomes more sensitive to product price,the supply chain mode can provide lower product sales price.