考虑两项服务提供的生鲜品渠道合作策略研究  

Research on Channel Cooperation Strategy of Fresh Produce Considering Two Service Offerings

作　　者：罗建强[1,2] 高晨辉 廖瑞辉[1] LUO Jianqiang;GAO Chenhui;LIAO Ruihui(School of Management,Jiangsu University,Zhenjiang,Jiangsu 212013,China;China Institute for Agricultural Equipment Industry Development,Jiangsu University,Zhenjiang,Jiangsu 212013,China)

机构地区：[1]江苏大学管理学院,江苏镇江212013 [2]江苏大学中国农业装备产业发展研究院,江苏镇江212013

出　　处：《工业工程与管理》2024年第4期20-30,共11页Industrial Engineering and Management

基　　金：江苏省高校哲学社会科学研究一般项目(2022SJYB2211)。

摘　　要：考虑消费者对异质交付服务偏好和保鲜服务感知偏差,生鲜品供应商以线上和线下两种渠道与零售商合作,共同完成交付服务和保鲜服务。为厘清相较于基准策略的生鲜品供应链渠道合作的两种策略实施区间,构建了Stackelberg博弈模型,分析了供应商实施“线上购买,门店自提”(BOPS策略)和“线上购买,门店配送”(BODS策略)策略后最优销售价格、保鲜服务水平、渠道需求及利润变化,通过数值分析将最优结果分别与基准策略比较,探寻合作策略的达成区间。研究发现,实施BOPS策略增强消费者自提过程的保鲜服务感知,或实施BODS策略提升零售商配送交付过程的服务水平,都能扩大生鲜品市场需求,但保鲜服务和交付服务对消费者购买生鲜品的刺激作用存在差异。此外,供应商适度共享收益或直接支付以补偿零售商的交付服务提供,一定程度能够增进两者之间的合作。Fresh produce provider collaborates with retailer in both online and offline channels to fulfill delivery services and freshness-keeping services considering consumers'choice for diverse delivery services and perception bias surrounding freshness-keeping services.A Stackelberg game model was created to analyze the implementation of the'buy-online-and-pick-up-in-store'(BOPS strategy)and'buy-online-anddeliver-from-store'(BODS strategy)by supplier.This analysis was done to clarify the implementation interval of the two fresh produce supply chain channel cooperation strategies compared with the benchmark strategy.The best outcomes were compared with the baseline strategy through numerical analysis to explore the achievement interval of the cooperative strategies after analyzing the optimal sales price,freshnesskeeping service level,channel demand,and profit change after the implementation of BOPS or BODS strategy:The results show that improving consumers'perceptions of freshness-keeping during self-pickup or enhancing retailer service levels during distribution and delivery can increase market demand for fresh produce.But there are differences between the stimulation effects of freshness-keeping and delivery services on consumers'purchases of fresh produce.Additionally,modest revenue sharing or direct payments from the supplier to the retailer to cover the cost of the delivery service can improve the two parties'cooperation in some cases.

关 键 词：生鲜品 交付服务 保鲜服务 BOPS策略 BODS策略 

分 类 号：F270.3[经济管理—企业管理]