农产品双渠道供应链品牌推广与保鲜努力联合策略研究

Research on the Joint Strategy of Brand Promotion and Preservation Efforts of Dual-Channel Supply Chain of Agricultural Products

针对由一个农产品供应商和一个传统线下零售商构成的双渠道供应链,研究构建了考虑产品商誉和新鲜度的状态变量微分博弈模型。首先,对不同渠道结构下供应链成员的最优均衡策略进行了讨论分析,发现随着时间的推移,产品商誉的轨迹呈现出多变性,而农产品的新鲜度轨迹则保持单调性。其次,制定了保鲜努力与品牌推广成本分摊契约,并讨论了契约对供应链协调性的影响。最后,通过算例分析进行验证,发现通过单双渠道供应商利润的比较,传统渠道占有率越小,则双渠道情形下供应商利润越大。同时,设计的品牌推广与保鲜努力成本分担契约可以实现供应商和传统线下零售商对各自主体的利润改善,且消费者对农产品的新鲜度偏好和品牌偏好的提高,农产品供应商和传统线下零售商将更有意愿促成成本共摊的合作模式。

For the dual-channel supply chain composed of an agricultural product supplier and a traditional offline retailer,this study constructs a differential game model of state variables considering product goodwill and freshness.Firstly,the optimal equilibrium strategy of supply chain members under different channel structures is discussed and analyzed,and it is found that the trajectory of product goodwill is variable over time,while the trajectory of freshness of agricultural products remains monotonous.Secondly,a cost-sharing contract is developed for preservation efforts and branding,and the impact of the contract on supply chain coordination is discussed.Finally,through the analysis of examples,it is found that through the comparison of the profits of single and dual channel suppliers,the smaller the share of traditional channels,the greater the profits of suppliers in the dual channel situation.At the same time,the cost-sharing contract of brand promotion and preservation efforts can improve the profits of suppliers and traditional offline retailers,and improve consumers'preference for freshness and brand of agricultural products,and agricultural product suppliers and traditional offline retailers will be more willing to promote the cooperation model of cost sharing.