资金约束型生鲜农产品双渠道供应链运营策略研究

Research on Operational Strategy of Capital-constrained Dual-channel Supply Chain of Fresh Agricultural Products

线上线下融合的双渠道营销模式已成为生鲜农产品供应商的最佳选择。在考虑渠道冲突以及供应商资金约束情形下如何发挥双渠道优势,实现供应商和零售商双赢是目前研究的热点。针对资金约束的供应商可采取供应链内部和外部融资两种模式,考虑生鲜农产品的保鲜需求,进一步构建了双渠道供应链收益模型,研究供应商和零售商的最优运营策略。研究结果表明:当零售商利率和银行利率满足一定的条件时,内部融资模式会使供应商和零售商获得双赢;生鲜农产品的运输时间只会改变供应商的保鲜努力决策,对定价决策和融资策略不会产生影响;直销渠道收益共享比例较高会刺激供应商选择内部融资,但零售商不愿意为其提供融资服务;消费者对分销渠道的偏好只会影响零售商的融资策略;当零售商利率较低时,内部融资模式下的供应商与零售商的均衡决策低于外部融资模式下的均衡决策。资金约束会降低供应商的收益,相反,会对零售商产生有利的影响。

The dual-channel marketing model integrating online and offline has become the best choice for fresh agricultural product suppliers.In practice,less capital becomes a huge challenge for supplier development.Some retailers within the supply chain offer financing services to suppliers.Therefore,some key questions must be considered:Which financing method should a supplier choose taking into account channel competition and fresh-keeping efforts?How the operational decisions of suppliers and retailers are changing?In response to these problems,a dual-channel supply chain consisting of a supplier with limited funds and a retailer is constructed.The supplier sells fresh agricultural products through two channels online direct sales and traditional distribution.In the distribution channel,suppliers wholesale fresh products to retailers,who then sell them to end consumers.In the online direct sales channel,suppliers retail products directly to consumers through online platforms and ease channel competition by sharing part of the direct sales profits with retailers.In order to obtain the optimal financing strategy,the equilibrium decision and optimal profit under two different financing strategies is obtained by constructing the Stackelberg game model.The analysis results show that:when the retailer's interest rate and the bank's interest rate meet certain conditions,choosing the internal financing model will make the supplier and the retailer a win-win;The transit time of fresh produce will only change the supplier's preservation decision,and will not affect the financing strategy;when the direct sales channel revenue sharing ratio is high,suppliers are encouraged to choose internal financing,but retailers are reluctant to provide financing services;consumers'preference for distribution channels will only affect retailers'financing strategies;Compared with the external financing model,under the internal financing model,the equilibrium decision-making of the supplier and the retailer decreases;capital constraints will reduce the supplier's income,on the contrary,it will have a favorable impact on the retailer.The research results of this paper have important management significance for fresh dual-channel supply chain enterprises.