预售模式下的生鲜农产品双渠道供应链协调机制  

Coordination mechanism of fresh agricultural products dual-channel supply chain under the advance selling mode

作　　者：赵帅[1] 李文立[1] 曹晓宁 刘晓冰[1] ZHAO Shuai;LI Wenli;CAO Xiaoning;LIU Xiaobing(School of Economics and Management,Dalian University of Technology,Dalian 116024,China)

机构地区：[1]大连理工大学经济管理学院,辽宁大连116024

出　　处：《管理工程学报》2021年第4期162-177,共16页Journal of Industrial Engineering and Engineering Management

基　　金：国家重点研发计划资助项目(2019YFD1101104);国家自然科学基金面上项目(71874022)。

摘　　要：本文在供应商自建网店背景下,研究预售模式下的生鲜农产品双渠道供应链协调问题。运用消费者剩余函数刻画预售量和价格,考虑现售量受新鲜度和价格影响,引入成熟后流通损耗和新鲜度的线性相关模型,通过价格折扣关联不同阶段,构建基本模型。对比集中和分散的均衡策略,得到价格折扣边界值。设计批发价+固定补偿费用契约,并拓展基本模型,验证其鲁棒性。研究发现:流通时间越短,可选择的价格折扣区间越大,总利润最优值越大;同模型不同阶段的各渠道定价差异越小,而销量差异越大;同阶段不同模型相应的传统零售价、销量和总利润差异越大。分散决策模型下较高的批发价迫使零售商不得不提升传统零售价,导致现售总利润小于集中决策总利润,而价格折扣策略迫使预售总利润并不总小于集中决策总利润。契约协调后,各成员均为利润获益方,实现完美协调。Advance selling is a retail practice that sellers accept consumers’orders before a product is released.It has been used widely in annual online shopping carnivals in recent years,such as Jingdong 618,Taobao Double 11,and Black Friday.Notably,Advance-Booking-Discount(ABD)program gradually becomes much more popular,for example,Chu Orange has successfully implemented this ABD marketing tactic through Benlai.com.This marketing tactic,including advance selling and regular selling,extends the sales period of the fresh agricultural products and attracts consumers to order in advance,and enables more agricultural products to be sold within the freshness time frame.However,the circulation loss and freshness loss of the fresh agricultural products seriously increase the demand uncertainty in the dual-channel supply chain.Therefore,how to determine the optimal pricing strategies and how to design a coordination contract for the suppliers and retailers of fresh agricultural products in a dual-channel supply chain to achieve maximize profit under the advance and regular selling stages have become hot research topics.This paper considers a two-level supply chain consisting of a single supplier and a single retailer,and the upstream supplier is the leader and opens an online store.Different from the previous single-sales marketing tactic research,the fresh agricultural product sells in advance and regular selling stages through both traditional and online markets.First,since the fresh agricultural products are not mature during the advance selling stage,we employ a consumer surplus function to depict the relationship between ordered quantities and prices.However,during the regular selling stage where the fresh agricultural products are mature,we comprehensively consider the market demand affected by the freshness and the retail prices.A linear model is introduced to depict the relationship between circulation loss and freshness in the mature stage.Second,we construct basic models of the dual-channel supply chain in advance an

关 键 词：预售模式 生鲜农产品 双渠道供应链 价格折扣 固定补偿费用 

分 类 号：F252[经济管理—国民经济]