基于不同政府补贴模式的直播电商农产品供应链定价决策  

Agricultural Products Supply Chain:Analysis Based on Different Government Subsidy Models

作　　者：王红春[1] 宫子琪 WANG Hong-chun;GONG Zi-qi(School of Urban Economics and Management,Beijing University of Civil Engineering and Architecture,Beijing 100044)

机构地区：[1]北京建筑大学城市经济与管理学院,北京100044

出　　处：《供应链管理》2022年第4期46-55,共10页SUPPLY CHAIN MANAGEMENT

基　　金：国家自然科学基金“基于网络理论的城市物流协同调控研究”(61772062);北京建筑大学2021年度研究生创新项目(PG2021067)。

摘　　要：直播电商助力农产品销售成为脱贫攻坚的新引擎,政府出台一系列直播电商扶持政策,搭建完善的电子商务服务体系。文章围绕农户与直播商户的二级供应链,建立不同政府补贴方式的分散决策和集中决策模型,设计“收益共享+直播努力成本共担”契约机制,通过数值仿真与敏感度分析,验证模型的可靠性,分析不同定价决策对利润的影响。研究表明:集中决策下直播电商农产品供应链总利润、农产品销量、直播销售努力程度均大于分散决策;政府可以通过补贴计划来激励直播商户销售农产品,农户和直播商户的利润、直播销售努力程度、销量得到显著提升。直播助农要发挥政府、农户、直播商户等多方主体的共同作用,相互合作,推动供应链协同发展。Live streaming e-commerce becomes a new growth engine for poverty alleviation.The government has issued a series of policies to support live streaming e-commerce and increased government subsidies.In the research,based on farmers and merchants of two-level supply chain model,we set up different subsidy way of decentralized decision-making model and centralized decision-making model,design“revenue sharing live+effort cost sharing”contract mechanism,through numerical simulation and sensitivity analysis,validate the reliability of the model,the effects of different pricing decisions on supply chain profit.The research shows that the total profit,sales volume and efforts of live streaming e-commerce supply chain under centralized decision-making are greater than those under decentralized decision-making.The government can encourage live streaming merchants to sell agricultural products through subsidy plans,and the profits,efforts and sales of farmers and live streaming merchants can be significantly improved.Under the incentive of government subsidies,farmers and live streaming merchants should continue to cooperate to promote the coordinated development of supply chain.

关 键 词：政府补贴 直播电商 农产品供应链 最优定价策略 

分 类 号：F274[经济管理—企业管理] F304.3[经济管理—国民经济]