考虑时间和温度的在线生鲜农产品供应链定价与协调研究

A Study on Pricing and Coordination of Online Fresh Produce Supply Chain Considering Time and Temperature

基于单个生鲜供应商和生鲜电商组成的在线供应链,考虑时间及温度对生鲜农产品新鲜度的影响,建立了集中决策和分散决策下利润决策模型并进行求解。分析了温度对两种决策下各方最优利润、最优价格及需求的影响,比较了不同决策方式的均衡解,进而设计“保鲜成本分担+批发价”契约,引入数值算例验证模型的有效性。研究表明:当生鲜农产品对温度敏感度较低或处于低温环境时,保鲜温度越高,生鲜电商及供应链最优利润越大;供应商最优利润与生鲜电商保鲜温度呈负相关,生鲜电商利润与生鲜电商保鲜成本分担比例参数呈负相关,供应商利润与该参数呈负相关;新鲜度敏感系数的增大可以提高各方利润;生鲜农产品供应链主体进行定价及保鲜决策时应考虑产品化学性质随温度变化情况、销售时期环境温度及消费者新鲜度偏好这3个因素。

Based on the online supply chain composed of a single fresh food supplier and a fresh food e-commerce company,considering the effect of time and temperature on the quality of freshness of fresh produce,a model of profit decision-making under centralized and decentralized decision-making was developed and solved.The effects of temperature on the optimal profit,optimal price and demand of each party under the two types of decision-making were analyzed.The equilibrium solutions of different decisionmaking methods were compared.Then,the contract of"freshness cost sharing+wholesale price"was designed.The numerical examples were introduced to verify the effectiveness of the model.The results demonstrate that when fresh produce is less sensitive to temperature or in a low-temperature environment,the higher the freshness temperature,the greater the optimal profit for fresh produce e-commerce and the supply chain.The optimal profit of the supplier is negatively correlated with the preservation temperature of the fresh produce e-commerce company.Fresh e-commerce profit is negatively correlated with the parameter of freshness cost sharing ratio of freshness e-commerce.Supplier profit is negatively correlated with this parameter.Supply chain profits increase with increasing consumer freshness sensitivity factor.Fresh produce supply chain players should consider three elements when making pricing and freshness decisions.They are the nature of the product's chemical changes with temperature,the ambient temperature at the time of sale,and consumer freshness preferences.