考虑保鲜努力的农产品双渠道供应链选择与协调研究  

Study on Selection and Coordination of Dual Channel Supply Chain of Agricultural Products Considering Preservation Efforts

作　　者：万绍荣 马凤[1] 王婧[2] 张瑶 Wan Shaorong;Ma Feng;Wang Jing;Zhang Yao(College of Economics&Management,Anhui Agricultural University,Hefei,Anhui 230036,China;School of Information&Computer,Anhui Agricultural University,Hefei,Anhui 230036,China)

机构地区：[1]安徽农业大学经济管理学院,安徽合肥230036 [2]安徽农业大学信息与计算机学院,安徽合肥230036

出　　处：《黑龙江工业学院学报（综合版）》2022年第1期117-126,共10页Journal of Heilongjiang University of Technology(Comprehensive Edition)

基　　金：国家自然科学基金(项目编号:61702009);安徽省社科规划办项目(项目编号:AHSKQ2016D80);安徽省高校人文社会科学研究重点项目(项目编号:SK2016A0308)。

摘　　要：电子商务与社区团购的发展使农产品增加了线上销售渠道,由此产生了农产品双销售渠道与传统线下销售渠道的冲突问题。试在分销商经销与代销两种销售模式下构建博弈模型,探讨农产品双销售渠道的供应链决策。结果表明:不同销售模式下,供应链的最优决策不同,但农产品线上销售渠道的发展有利于加快农产品流通、提高农产品质量、提升行业水平;消费者剩余与农产品质量存在非线性关系,供应商需要对农产品质量进行合理把控;农产品线上销售渠道的发展对龙头企业、分销商、零售商的预期收益具有挤出效应。因此,依旧不可忽视线下销售渠道的重要性。The development of e-business and community group purchase has opened the online sales channels of agricultural products,resulting in the conflict between the dual sales channels of agricultural products and the traditional offline sales channels.Considering the fresh-keeping characteristics of agricultural products,this paper constructs a game model under the two sale modes of agricultural products distributor distribution and consignment,and discusses the supply chain strategy of dual sales channels of agricultural products.The results show that:the optimal strategy of supply chain is different under different sale modes,but the development of online sales channels of agricultural products is conducive to accelerating the circulation of agricultural products,improving the quality of agricultural products and improving the industry level.There is a nonlinear relationship between consumer surplus and agricultural product quality.Suppliers need to control the quality of agricultural products reasonably.The development of online sale channels of agricultural products has a crowding out effect on the expected earnings of leading enterprises,distributors and retailers.Therefore,the importance of offline agricultural products market can not be ignored.

关 键 词：博弈论 供应链决策 双渠道供应链 电商 经销代销 

分 类 号：F235.4[经济管理—会计学]