基于保鲜与增值服务的生鲜农产品双渠道供应链协调决策研究  

Optimal Strategies of Fresh Agricultural Products Dual:channel Supply Chain based on Preservation and Value:added Services

作　　者：张家宁 张丽凤[1] 吕赞[1] Zhang Jianing;Zhang Lifeng;Lu Zan(School of Management,Bohai University,Jinzhou,Liaoning 121013)

机构地区：[1]渤海大学管理学院,辽宁锦州121013

出　　处：《粮食科技与经济》2021年第6期42-48,69,共8页Food Science And Technology And Economy

基　　金：辽宁省社科基金项目(L18BGL013);辽宁省教育厅项目(WJ2020006)。

摘　　要：针对农民专业合作社和同时具有线上线下两个销售渠道的零售商组成的供应链,构建了包含合作社保鲜努力和零售商增值服务的双渠道供应链决策模型,比较了集中与分散两种决策模式的差异。研究发现:双渠道价格差异与消费者渠道偏好具有关联性;集中决策时供应链的整体利润大于分散决策;新鲜度需求弹性增加时,合作社付出更多保鲜努力更有利于供应链利润的提升;增值服务需求弹性增加时,双方都倾向于通过提高决策价格来增加利润。最终提出通过整合供应链渠道、加强各方的合作、优化顾客体验、打造农产品品牌效应等方式提升生鲜农产品供应链的整体效率。In view of the farmers'professional co-operatives and at the same time,the retailer has two online sales channel of the supply chain,build the dual-channel supply chain decision-making model about value-added services and preservation,compares the two kinds of centralized and decentralized decision model.There is a correlation between dual-channel price difference and consumers'channel preference.The overall profit of supply chain in centralized decision making is greater than that in decentralized decision making.When the demand elasticity of freshness increases,the cooperative pays more efforts to keep fresh,which is more conducive to the improvement of supply chain profits.When the demand for value-added services increases elasticity,both cooperatives and retailers tend to increase profits.In conclusion,it is proposed to improve the overall efficiency of fresh agricultural supply chain by integrating supply chain channels,strengthening the cooperation of all parties,optimizing customer experience,and creating brand effect of agricultural products.

关 键 词：生鲜农产品 双渠道供应链 保鲜努力 增值服务 

分 类 号：F304[经济管理—产业经济]