双渠道生鲜产品供应链优化与协调策略  

Strategy for Optimizing and Coordinating Dual-channel Fresh Product Supply Chain

作　　者：孙国华[1] 葛岩[1] Sun Guohua;Ge Yah(School of Management Science ＆ Engineering, Shandong University of Finance ＆ Economics, Ji＇nan 250014, China)

机构地区：[1]山东财经大学管理科学与工程学院,山东济南250014

出　　处：《物流技术》2018年第4期112-115,131,共5页Logistics Technology

基　　金：国家自然科学基金资助项目(71402084);山东省软科学研究计划项目(2017RKB01374);山东省教育厅人文社科项目(J14WG09)

摘　　要：针对产品需求受价格与新鲜度共同影响的生鲜产品供应链,在零售商采用线下与线上同时销售生鲜产品情形下,分析了一体化供应链与分散式供应链的最优决策与利润。研究表明,对于分散式供应链,零售商两个渠道的保鲜努力水平均低于一体化供应链的保鲜努力水平,产品总销量始终低于一体化供应链中产品总销量,并且供应链整体最优利润始终低于一体化供应链整体最优利润。由于分散式供应链未达到供应链整体最优,设计了两部制合同进行协调,并给出了合理的参数范围。In this paper, we studied a fresh product supply chain, the demand for whose products was influenced jointly by price and product freshness, and analyzed the optimal decision and profit of the supply chain respectively when it is of the integrated and the decentralized structure, where the fresh products were sold both online and offline by the retailer. The result showed that the retailer＇s effort at freshness preservation for the two channels was lower with the decentralized supply chain than with the integrated supply chain, and the same was also true with the total product sales and the overall profit of the supply chain. Since the decentralized supply chain was far from overall optimal, we designed a two-part contract for its coordination and provided for the reasonable range of the parameters.

关 键 词：生鲜产品 电子商务 双渠道供应链 优化与协调 

分 类 号：F274[经济管理—企业管理]