价格竞争、保鲜努力与农产品电商冷链物流模式演化  

Price Competition, Freshness-keeping Effort and Evolution Mode of ColdChain Logistics of Agricultural Products E-commerce

作　　者：李春发[1] 俎晓彤 田盖地 LI Chunfa;ZU Xiaotong;TIAN Gaidi(School of Management,Tianjin University of Technology,Tianjin 300384,China)

机构地区：[1]天津理工大学管理学院,天津300384

出　　处：《复杂系统与复杂性科学》2024年第1期100-108,共9页Complex Systems and Complexity Science

基　　金：国家自然科学基金(71902077);教育部人文社会科学研究项目(19YJC630049)。

摘　　要：科学合理的冷链物流模式是确保农产品电商价格、新鲜度竞争力的关键。针对涉及两农产品电商、电商自营冷链物流和第三方冷链物流商的供应链,构建两电商竞争、第三方冷链物流商主导的Stackelberg博弈模型及两电商冷链物流模式选择的演化博弈模型,并通过仿真揭示交叉价格弹性、新鲜度需求弹性、自营和第三方保鲜投入成本系数对演化路径的影响。研究表明:若交叉价格弹性、新鲜度需求弹性和第三方保鲜投入成本系数分别增大,自营冷链物流为演化稳定策略,电商倾向自营冷链物流。若自营保鲜投入成本系数增大,第三方冷链物流为演化稳定策略,电商倾向与第三方冷链物流商合作。Scientific and reasonable cold chain logistics mode is the key to ensure the price and freshness competitiveness of agricultural products e-commerce.For the supply chain involving two agricultural products e-commerce,e-commerce self-run cold chain logistics and third party cold chain logistics provider,the Stackelberg game model that takes into account the competition between two agricultural products e-commerce,and the dominance of third-party cold chain logistics provider,as well as the evolutionary game model for the choice of two agricultural e-commerce cold chain logistics modes is constructed.The influence of cross price elasticity,freshness demand elasticity,and preservation input cost coefficient of self-run and third-party on the evolution path is revealed through the simulation.The results show that:if the cross price elasticity,freshness demand elasticity and the third-party preservation input cost coefficient increase respectively,self-run cold chain logistics is the stable evolutionary strategy,e-commerce tends to self-run cold chain logistics.If the self-run preservation input cost coefficient increases,the third-party cold chain logistics is the stable strategy,the e-commerce tends to cooperate with the third-party cold chain logistics provider.

关 键 词：农产品 电商平台 价格竞争 保鲜努力 冷链物流模式 演化博弈 

分 类 号：F272[经济管理—企业管理] F326[经济管理—国民经济]