基于价格参考效应的生鲜电商供应链协调策略研究  

Research on Supply Chain Coordination Strategy of E-commerce of Fresh Agricultural Products Based on Price Reference Effect

作　　者：白世贞[1] 谢爽[1] 吴绒[1] 鄢章华[1] 

机构地区：[1]哈尔滨商业大学管理学院,黑龙江哈尔滨150028

出　　处：《保鲜与加工》2018年第1期118-124,共7页Storage and Process

基　　金：国家自然科学基金项目(71371061);黑龙江省博士后科研项目(LBH-Z15112);黑龙江省重点科技攻关项目(GB14D409);黑龙江省教育厅科学技术研究项目(12541217)

摘　　要：考虑到生鲜电商平台销售过程中价格参考效应对消费者需求的影响,构建了价格参考效应影响下的消费者需求函数,研究由一个生鲜供应商和一个生鲜电商组成的生鲜电商供应链的协调问题。根据模型比较分散式决策与集中式决策下产品的最优定价、生鲜电商供应链成员的收益等,发现合作能够提高双方的利润,因此构建收益共享契约模型。结果表明,存在价格参考效应的情况下,生鲜产品的批发价格、契约参数、参考价格对于需求量的敏感程度对于生鲜电商最优定价、供应链成员收益有着不同程度的影响,同时契约参数的确定取决于生鲜电商、生鲜供应商在供应链的议价能力。Taking into account the impact of the price reference effect on consumer demand in the sale process through E-commerce platform of fresh agricultural products, the consumer demand function under the influence of the price reference effect is constructed, the coordination of a fresh supplier and a fresh electricity retailer in E-commerce supply chain of fresh agricultural products is investigated. According to the model, the optimal pricing of products and the profit of the supply chain members under the decentralized and centralized decision making are compared. It is found that cooperation can help improve the profits of both parties, thus a revenue sharing contract model is constructed. The results show that, when the price reference effect exists, the wholesale price of fresh products, the contract parameters and the reference price sensitivity for demand have different influences on the optimal pricing and the income of the supply chain members. At the same time, the determination of the contract parameters depends on the bargaining power of the E-commerce and supplier members in the supply chain.

关 键 词：生鲜电商 供应链协调 价格参考效应 收益共享契约 

分 类 号：F323.7[经济管理—产业经济]