供应商保鲜努力的生鲜农产品双渠道供应链协调决策研究  

Coordination Strategies for Dual-channel Supply Chain of Fresh Agricultural Products Considering the Fresh-keeping Effort of Supplier

作　　者：曹晓宁 王永明[2] 薛方红[1] 刘晓冰[1] CAO Xiao-ning;WANG Yong-ming;XUE Fang-hong;LIU Xiao-bing(National&Local Joint Engineering Laboratory of Manufacturing Management Information Technology,Faculty of Economics and Management,Dalian University of Technology,Dalian 116024,China;Faculty of Management and Economics,Kunming University of Science and Technology,Kunming 650093,China)

机构地区：[1]大连理工大学经济管理学院,制造管理信息化技术国家地方联合工程实验室,辽宁大连116024 [2]昆明理工大学管理与经济学院,云南昆明650093

出　　处：《中国管理科学》2021年第3期109-118,共10页Chinese Journal of Management Science

基　　金：国家自然科学基金资助项目(71640028,71362030)。

摘　　要：在互联网迅猛发展的时代,生鲜农产品双渠道营销模式是供应商的最佳选择,如何发挥双渠道优势,实现渠道共赢是目前研究的热点。以供应商主导的双渠道供应链为研究对象,考虑新鲜度衰减且扰动需求和供应商保鲜努力,对比分析集中和分散决策模型,论证构建协调模型的必要性。从渠道合作和利润最大化的角度出发,设计两部定价契约、批发价协调契约和由成本分担与补偿策略构成的混合协调契约,三种契约均能在一定范围内有效实现供应链协调,提高各成员的利润。最后,对比分析所设计协调契约以认识其本质,并通过数值分析验证其有效性。With the rapid development of the Internet and information technology,the dual-channel marketing of fresh agricultural products becomes gradually the best choice for suppliers.It is the problem for scholars to realize the coordination of dual-channel supply chain because of the cooperative and competitive relationship between supplier and retailer.The models of centralized and decentralized decision-making using Stackelberg game are presented considering the loss of freshness,the influence of freshness on demand and the fresh-keeping effort of supplier in a supplier-led dual channel supply chain.Compared with centralized and decentralized decision-making models,the optimal profit of supply chain system under centralized decision-making is larger than that of decentralized.Moreover,the optimal level of fresh-keeping efforts under centralized decision-making is less than that of decentralized.The optimal level of fresh-keeping efforts is positively related to the proportion of traditional channel supply under decentralized decision-making,while it is unaffected under centralized decision-making.Coordination contracts are designed to increase supplier and retailer their own profits based on maximizing dual-channel supply chain system profit.The designed coordination contracts include two-part pricing contract,wholesale price contract,and hybrid strategy contract.In two-part pricing and wholesale price contracts,the profit of supplier increases because of the fixed fees retailer shared,while the additional fixed fees cannot affect the profit increase of retailer.Hybrid strategy contract is that the retailer shares part of the fresh-keeping effort cost as well as supplier shares some of his revenue to retailer.It is demonstrated those contracts could effectively realize the coordination of dual-channel supply chain and improve the profits of the members in a certain range.By comparing the designed coordination contracts,the nature of dual-channel supply chain coordination could be summarized as follows:the traditional

关 键 词：生鲜农产品 新鲜度衰减 保鲜努力 双渠道供应链协调 供货比例 

分 类 号：F253.4[经济管理—国民经济] TP273[自动化与计算机技术—检测技术与自动化装置]