新零售背景下考虑不同类型消费者需求整合的生鲜供应链决策研究  

Research on Fresh Product Supply Chains Considering the Integration of Different Types of Consumer Demand in the New Retail Background

作　　者：周永圣[1] 陈蕴 卢强 ZHOU Yongsheng;CHEN Yun;LU Qiang(Business School,Beijing Technology and Business University,Beijing 100048)

机构地区：[1]北京工商大学电商与物流学院,北京100048

出　　处：《系统科学与数学》2021年第11期3193-3206,共14页Journal of Systems Science and Mathematical Sciences

基　　金：国家自然科学基金项目(71902007);北京市自然科学基金(9204022);北京市社会科学基金(19GLC075);2021年北京工商大学电商与物流学院研究生创新项目资助科题。

摘　　要：在新零售模式下,零售商面临不同类型消费者需求在渠道间的整合.文章以生鲜供应链为研究对象,根据消费者的不同偏好将消费者划分成不同类型,考虑不同类型消费者需求在渠道间的整合问题,探讨了供应链中零售商及供应商的最优决策,以期实现利润最优.结论表明:供应商及零售商的最优决策不受不同类型消费者比例的影响,而是与从线上平台流入线下门店自提消费者的额外消费有关.供应商应当合理控制自身的保鲜努力水平,在不同的市场规模下,其策略有所不同.Under the new retail model,retailers are faced with the integration of different types of consumer demand between channels.This paper studies the freshproduct supply chains,dividing consumers into different types according to their different preferences,considering the integration of different types of consumer demand in channels,and discusses the optimal decisions of retailers and suppliers in the supply chain,in order to achieve the optimal profit.The conclusion shows that the optimal decision of suppliers and retailers is not affected by the proportion of different types of consumers,but is related to the extra consumption of self-picking consumers flowing from online platform to offline stores.Suppliers should reasonably control their freshness preservation efforts,and their strategies are different in different market sizes.

关 键 词：新零售 保鲜努力 需求整合 生鲜供应链 

分 类 号：F274[经济管理—企业管理]