摘要
考虑到生鲜电商平台销售过程中保鲜努力水平和促销努力水平对消费者需求的影响,构建保鲜努力水平和促销努力水平共同影响下的消费者需求函数,研究由单一生鲜供应商和单一生鲜电商平台构成的二级生鲜电商供应链协调问题.根据模型比较不同决策模式下的生鲜产品最优定价、最优保鲜努力水平、最优促销努力水平和生鲜电商供应链成员收益等,发现合作能够提升供应链成员的收益,因此构建"收益共享-成本共担"的混合契约协调供应链,并讨论混合契约实施的条件.研究结果表明:混合契约对生鲜电商平台保鲜努力水平和促销努力水平的提升具有正向影响;努力水平弹性系数对于努力水平存在不同程度的影响,在一定范围内,随着努力水平弹性系数的增加,成员收益也在不断增加,当超过最优值后,弹性系数的提升会造成成员收益受损.最后采用算例验证混合契约对于生鲜电商供应链协调的有效性.
Considering the impact of the level of fresh-keeping effort and the level of promotional effort on consumer demand in the process of selling fresh online, the consumer demand function is constructed under the common influence of the level of fresh-keeping effort and the level of promotional effort. The coordination of two-layer E-commerce of fresh agricultural products supply chain that consists of one fresh supplier and one fresh online platform is studied. According to the model, the optimal pricing of products, optimal fresh-keeping effort level, optimal promotion effort level and the profit of the supply chain members are compared with the different decision making. It is found that cooperation can improve the profits of both parties. Therefore, a compound contract coordination supply chain with＂revenue sharing-cost sharing＂is constructed, and the conditions for the implementation of compound contract coordination are also discussed.The results show that, the compound contract for the fresh online platform has positive impacts on the improvement of the level of fresh-keeping effort and the level of promotional effort, the effort level elasticity coefficients have different effects on the two effort level. In a certain range, with the increase of the elastic coefficient of effort level, the member income increases,when it is more than the optimal value, the increase of the elastic coefficient will cause member income damaged. Finally, a numerical example is given to illustrate the effectiveness of the hybrid contract in supply chain coordination of E-commerce of the fresh agricultural products supply chain.
作者
白世贞
谢爽
BAI Shi-zhen;XIE Shuang(School of Management,Harbin University of Commerce,Harbin 150028,China)
出处
《控制与决策》
EI
CSCD
北大核心
2018年第11期2104-2112,共9页
Control and Decision
基金
国家自然科学基金项目(71671054
71371061)
关键词
生鲜电商
供应链协调
消费者需求
保鲜努力水平
促销努力水平
混合契约
E-commerce of fresh agricultural products
supply chain coordination
consumer demand
level of fresh-keeping effort
level of promotional effort
compound contract
