博弈视角下社区生鲜食品供应链双渠道动态定价研究  

Research on Dual Channel Dynamic Pricing of Community Fresh Food Supply Chain from the Perspective of Competition

作　　者：潘琳 徐夏静 周荣庭[3] Pan Lin;Xu Xiajing;Zhou Rongting(Department of Social and Ecological Civilization,Party School of Anhui Provincial Committee of C.P.C,Hefei 230022,China;Accounting School,Bengbu College Of Technology and Business,Bengbu 233040,China;Humanities School,University of Science and Technology of China,Hefei 230026,China)

机构地区：[1]安徽省委党校(安徽行政学院)社会与生态文明部,安徽合肥230022 [2]蚌埠工商学院会计学院,安徽蚌埠233040 [3]中国科学技术大学人文学院,安徽合肥230026

出　　处：《中国管理科学》2024年第7期300-310,共11页Chinese Journal of Management Science

基　　金：国家社会科学基金项目(22BZZ032);安徽省社会科学创新发展课题(2021CX068);中共安徽省委党校科研创新工程重大项目(CXGCZD202202)。

摘　　要：针对生鲜食品易腐性、时鲜性和损耗性等特点,本文在考虑时间、价格和新鲜度对传统渠道和社区生鲜电商渠道需求的影响,以及保鲜成本、库存成本等因素的基础上,采用微分变分不等式分别建立了生鲜社区食品供应商和零售商的动态均衡模型。研究发现:首先,生鲜食品在其销售生命周期内存在一个的动态定价分界点,供应商和零售商可根据动态的质量变化特征,采取不同的定价方式,从而实现利润的提升。其次,在双渠道生鲜供应链中,企业可以依据大数据和居民线上购物特点,控制生鲜产品的保鲜成本及库存成本,对不同区域的产品进行定价决策以及库存规划和调配,从而减少由于生鲜食品过期而造成的损耗和浪费。最后,通过算例仿真,分析了供应商和零售商各自渠道的动态价格折扣策略,为供应商和零售商决策提供依据。In view of the characteristics of perishability,freshness and loss of fresh food,the influence of time,price and freshness are considered on the demand of traditional channels and community fresh food e-commerce channels,as well as factors such as preservation cost and inventory cost.The dynamic equilibrium models of fresh food community food suppliers and retailers are established by using differential variational inequalities.Key findings are as follows:First,fresh food has a dynamic pricing cut-off point in its sales life cycle.Suppliers and retailers can adopt different pricing methods according to the dynamic quality change characteristics,so as to realize the improvement of profits;secondly,in the dual-channel fresh food supply chain,enterprises can control the fresh-keeping costs and inventory costs of fresh products based on big data and the characteristics of residents’online shopping,and make pricing decisions,inventory planning and allocation for products in different regions,thereby reducing the need for fresh food products.Loss and waste due to expired food.Finally,the dynamic price discount strategy of suppliers and retailers'respective channels is analyzed through numerical example simulation,which provides a basis for suppliers and retailers to make decisions.

关 键 词：社区生鲜食品 供应链双渠道 动态博弈定价 微分变分不等式 

分 类 号：F272[经济管理—企业管理]