生鲜农产品两阶段销售定价与生产优化研究  

Study on Two-stage Sales Pricing and Production Optimization of Fresh Agricultural Products

作　　者：梁傲男 王淑云[2] LIANG Ao-nan;WANG Shu-yun(School of Management,Shandong Vocational University of Foreign Affairs,Weihai Shandong 264504,China;School of Economics and Management,Yantai University,Yantai Shandong 264005,China)

机构地区：[1]山东外事职业大学管理学院,山东威海264504 [2]烟台大学经济管理学院,山东烟台264005

出　　处：《公路交通科技》2023年第6期225-233,共9页Journal of Highway and Transportation Research and Development

基　　金：山东省社会科学规划研究重点项目(22BGLJ06)。

摘　　要：以生鲜农产品合作社为研究对象,考虑直播预售时间、直播定价、常规定价、产品新鲜度和营销努力水平对消费需求及利润的综合影响,构建了两阶段生鲜农产品预售和常规销售利润模型,对营销努力水平、两阶段定价和生产规模进行了优化决策,以期为生鲜农产品直播预售和常规销售两阶段定价和生产优化的运作管理提供支撑。算例分析发现:预售价格低于常规售价,加之直播努力成本和主播佣金的支出,使得预售阶段利润低于常规销售阶段利润;常规销售阶段利润的提升离不开直播预售的推广作用。算例的灵敏度分析发现:直播营销成本系数与两阶段销售价格、市场需求及利润呈正相关;消费者对直播营销努力的敏感系数与营销努力水平、市场需求及利润呈负相关;新鲜度劣化率对常规销售阶段市场需求、价格及利润也有明显的负相关,而预售时间与两阶段利润呈显著负相关。结果表明:生鲜农产品合作社应合理控制预售时间,注重提高预售阶段的直播营销投入,以促进产品及时销售,保障产品新鲜度,并刺激常规销售需求及价格提升、进而增加利润;生鲜农产品合作社应关注消费者对直播营销努力敏感程度,合理设置营销努力水平,免于盲目追求销量引致利润受损。Taking fresh agricultural product cooperatives as the research object,considering the comprehensive influence of live pre-sale time,live pricing,regular pricing,product freshness and marketing effort level on consumer demand and profits,a two-stage profit model for pre-sale and conventional sales of fresh agricultural products is constructed,and the optimization decision on the marketing effort level,twostage pricing and production scale is made to provide support for the operation and management of two-stage pricing and production optimization of live pre-sale and regular sales of fresh agricultural products.It is found from the calculation example analysis that(1)the pre-sale price is lower than the regular selling price,coupled with the cost of live streaming efforts and the expenses of anchor commissions,resulting in lower profits in the pre-sale stage than in the regular sales stage;(2)the increase in profits during the regular sales stage cannot be separated from the promotion effect of live pre-sales.It is found from the sensitivity analysis of calculation example that(1)the cost coefficient of live broadcast marketing is positively correlated with the two-stage sales price,market demand and profit;(2)the sensitivity coefficient of consumers to live marketing efforts is negatively correlated with marketing effort level,market demand and profit;(3)the deterioration rate of freshness also has significant negative correlation with market demand,price and profit in the regular sales stage,while the pre-sale time is significantly negatively correlated with the two-stage profit.The result shows that(1)fresh agricultural products cooperatives should reasonably control the presale time and pay attention to improving the live broadcast marketing input in the presale stage,so as to promote the timely sales of products,ensure the freshness of products,stimulate the regular sales demand and price increase,and thus increase profits;(2)these cooperatives should pay attention to the sensitivity of consumers to the live b

关 键 词：运输经济 生产优化 直播预售模式 生鲜农产品 营销努力 

分 类 号：F274[经济管理—企业管理]