基于混合契约机制的生鲜供应链动态协调策略  

Dynamic Coordination Strategy of Fresh Supply Chain Based on Compound Contract Mechanism

作　　者：施涛[1,2] 肖啸[1,2] 刘国峰 SHI Tao;XIAO Xiao;LIU Guofeng(School of Economics and Management,Chongqing University of Posts and Telecommunications,Chongqing 400065,China;Key Laboratory of Modern Logistics,Chongqing University of Posts and Telecommunications,Chongqing 400065,China)

机构地区：[1]重庆邮电大学经济管理学院,重庆400065 [2]重庆邮电大学现代物流市级重点实验室,重庆400065

出　　处：《重庆理工大学学报（自然科学）》2020年第7期228-237,共10页Journal of Chongqing University of Technology：Natural Science

基　　金：重庆市电子商务与现代物流市级重点实验室基金项目(ECML201409)。

摘　　要：基于新鲜度直接影响消费者需求、新鲜度与促销努力会通过商誉间接影响需求的假设,构建了保鲜努力和促销努力共同影响下的两级生鲜供应链动态博弈模型。在此基础上,提出和分析了一种包含促销成本分摊、收益共享和价格锁定的混合协调契约,以实现生鲜供应链的协调。研究结果表明:混合契约机制在博弈中能够很好地实现生鲜供应链上、下游企业之间的促销、保鲜和价格协调,提升供应链系统成员的收益,其协调效果达到供应链集中式决策模式的效果,而显著优于分散决策下的博弈结果。算例仿真结果验证了方法的有效性。In this study,we assumed that the consumer’s needs are not only directly affected by freshness,but also by the indirect influence of freshness and promotion efforts through goodwill,and constructed a dynamic game model of two-level fresh food supply chain under the influence of freshness-keeping efforts and promotion efforts. And on this basis,a compound contract,which combines revenue sharing,cost sharing and price locking mechanisms,is designed to coordinate the fresh food supply chain. The results show that,the compound contract perfectly coordinate the promotion,freshness-keeping and price between the upstream and downstream enterprises in fresh food supply chain,and improve their benefits. The coordination effect is consistent with the effect under centralized decision-making,and is significantly better than the result under decentralized decision-making. Finally,numerical simulations verify the effectiveness of the contract.

关 键 词：生鲜电商 保鲜努力 促销努力 混合契约 供应链协调 

分 类 号：F224.32[经济管理—国民经济] F272.3