新零售环境下基于渠道迁徙行为的农产品供应链决策优化  

Decision Optimization of Agricultural Product Supply Chain Based on Channel Migration Behavior in New Retail Environment

作　　者：嵇雅楠 Ji Yanan(Inner Mongolia Open University,Hohhot Inner Mongolia 010020)

机构地区：[1]内蒙古开放大学,内蒙古呼和浩特010020

出　　处：《对外经贸》2024年第6期46-50,共5页FOREIGN ECONOMIC RELATIONS & TRADE

基　　金：2020年度内蒙古社会科学基金项目“内蒙古区域公用品牌传播与营销渠道研究”(项目编号:20B09);2021年度内蒙古自治区高等学校科学研究项目“突发事件风险下基于企业社会责任的生鲜农产品双渠道供应链应急管理研究”(项目编号:NJSY21337)。

摘　　要：有别于大众化消费普遍从线下转移到线上的迁徙路径,个体异质且存在时鲜易腐的农产品消费不仅存在线下至线上的迁徙,同时不乏线上至线下的转移,农产品消费的渠道迁徙路径更加的灵活多元。基于此,分别构建传统环境、新零售环境基于渠道迁徙行为和新零售环境基于成本共担契约的农产品供应链决策模型,计算三种情形下零售商的最优订购量及最优利润水平,并进行了模型对比分析。研究表明,适当的成本共担契约能够在存在消费者渠道迁徙行为时激励提升农产品供应链的服务水平,促进提高农产品订购量并增加供应链主体的收益。Different from the migration path of popular consumption,which is generally transferred from offline to online,the consumption of agricultural products with individual heterogeneity and perishable not only exists offline to online migration,but also online to offline transfer,which means,the channel migration path of agricultural product consumption is more flexible and diversified.Based on this,the paper constructs the decision models of agricultural product supply chain in traditional environment,new retail environment based on channel migration behavior and new retail environment based on cost-sharing contract,solves the optimal order volume and optimal profit level of retailers under this three circumstances,and conducts model comparison analysis.The research shows that appropriate cost sharing contract can stimulate and improve the service level of agricultural product supply chain when there is consumer channel migration behavior,promote the increase of agricultural product ordering quantity and increase the income of supply chain subjects.

关 键 词：新零售 渠道迁徙行为 成本共担契约 农产品 供应链 

分 类 号：F322[经济管理—产业经济]