考虑混合补贴和消费者敏感的生鲜农产品供应链定价决策  

A Pricing Strategy of Fresh Agricultural Product Supply Chains Considering Mixed Subsidies and Consumer Sensitivity

作　　者：梁喜 魏玉莲 LIANG Xi;WEI Yulian(School of Economics&Management,Chongqing Jiaotong University,Chongqing 400074,China)

机构地区：[1]重庆交通大学经济与管理学院,重庆400074

出　　处：《工业工程》2024年第4期82-92,共11页Industrial Engineering Journal

基　　金：重庆交通大学研究生科研创新资助项目(2021S0059)。

摘　　要：在单个供应商和单个电商构成的生鲜农产品供应链系统中,引入消费者敏感系数、政府保鲜技术补贴额和电商绿色研发补贴率等参数,运用Stackelberg博弈对比分析了政府保鲜技术补贴、电商绿色研发补贴、混合补贴对供应链决策的影响。研究表明,在3种模式下,增加消费者对新鲜度或绿色度的敏感度有利于提高供应链成员利润和社会福利;在适度的消费者绿色度敏感下,政府或电商提供的补贴都有利于提升社会福利,且混合补贴最有利;混合补贴下的供应商投入保鲜努力、产品绿色度、产品需求以及供应商利润最高;在适度的电商绿色研发补贴率下,混合补贴对生鲜电商最有利,若绿色研发补贴率过高,则单一政府补贴更有利。In a supply chain system of fresh agricultural products composed of a single supplier and a single e-commerce,parameters such as consumer sensitivity coefficient,government fresh-keeping technology subsidy and e-commerce green research and development(R&D)subsidy rate are introduced.The effects of government fresh-keeping technology subsidy,e-commerce green R&D subsidy and mixed subsidies on supply chain decision-making are compared and analyzed by Stackelberg game.Results show that increasing consumer sensitivity to freshness or green degree is conducive to improving the profits and social welfare of supply chain members across three modes;with moderate consumer sensitivity to green degree,subsidies provided by the government or e-commerce are conducive to improving social welfare,with mixed subsidies being the most advantageous;under the mode of mixed subsidies,the supplier maximizes efforts in freshness preservation,product green degree,product demand and its profit;with a moderate green R&D subsidy rate of e-commerce,mixed subsidies are most beneficial to fresh e-commerce.If the green R&D subsidy rate is excessively high,single government subsidies become more beneficial.

关 键 词：供应链 定价 补贴 绿色度 生鲜农产品 

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