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中国管理科学

中国管理科学 ›› 2022, Vol. 30 ›› Issue (8): 173-184.doi: 10.16381/j.cnki.issn1003-207x.2019.1602

• 论文 • 上一篇    下一篇

保鲜投入影响需求的社区生鲜O2O模式选择与协调研究

田宇1,2, 但斌1,2, 刘墨林3, 马崧萱1,2   

  1. 1.重庆大学经济与工商管理学院, 重庆400044；2.重庆大学现代物流重庆市重点实验室, 重庆400044； 3.重庆工商大学工商管理学院，重庆400067
  • 收稿日期:2019-10-15 修回日期:2020-09-16 出版日期:2022-08-18 发布日期:2022-08-18
  • 通讯作者: 但斌(1966-)，男(汉族)，重庆市人，重庆大学经济与工商管理学院，教授，博士生导师，博士，研究方向：物流与供应链、电子商务，Email：danbin@cqu.edu.cn. E-mail:danbin@cqu.edu.cn
  • 基金资助:
    国家社会科学基金资助重大项目(15ZDB169)；国家自然科学基金资助项目(72171029)；中央高校基本科研业务费资助项目(2022CDSKXYJG007)

Sales Mode Selection and Coordination for an O2O Fresh Produce Supply Chain when Freshness-Keeping Effort Affecting Demand

TIAN Yu1,2, DAN Bin1,2, LIU Mo-lin3, MA Song-xuan1,2   

  1. 1. School of Economics and Business Administration, Chongqing University, Chongqing 400044, China;2. Chongqing Key Laboratory of Logistics at Chongqing University, Chongqing 400044, China;3. School of Business Administration, Chongqing Technology and Business University, Chongqing 400067, China
  • Received:2019-10-15 Revised:2020-09-16 Online:2022-08-18 Published:2022-08-18
  • Contact: 但斌 E-mail:danbin@cqu.edu.cn

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摘要： 在由一个生鲜电商和社区零售店组成的生鲜O2O供应链中，生鲜电商可选择批发模式或佣金模式与社区零售店进行合作。本文考虑价格、保鲜投入水平和增值服务水平影响生鲜农产品需求，分别构建批发模式与佣金模式下的供应链博弈模型，分析了不同模式下新鲜度敏感系数对供应链最优决策的影响，探究了生鲜电商的最优合作模式选择问题。针对生鲜电商和零售店可实现合作模式改善的情形，设计了转移支付契约，分析了合作模式改善对定价、服务和保鲜策略的影响。研究表明，当佣金率低于(高于)1/2时，若保鲜效率较低，生鲜电商选择佣金(批发)模式，若保鲜效率较高，生鲜电商选择批发(佣金)模式。当保鲜效率很低且服务效率相对较高时，零售店总是更偏好佣金模式，但其要求的佣金率不宜过高，否则生鲜电商会选择对其次优的批发模式。当保鲜效率和服务效率都较低时，合作模式的改善不仅能实现供应链成员利润改善，还可以使消费者以低价买到优质的生鲜农产品，增加消费者剩余。

关键词: 生鲜O2O供应链；保鲜投入水平；增值服务水平；批发模式；佣金模式

Abstract: With the rapid development of e-commerce and the increasing demand of residents for online purchase of fresh products, fresh e-commerce platforms have developed rapidly in recent years. The fresh e-commerce platform provides value-added service to promote the online sales of fresh produce. At the same time, many fresh e-commerce platforms have cooperated with offline retailers to complete the last mile delivery of fresh produce, which forming an O2O fresh products supply chain with “purchase online, distribute offline”. There are two sales modes between the fresh e-commerce platform and the offline retailer, wholesale mode and commission mode, respectively. Different sales modes may cause differences in the pricing, value-added service, and freshness-keeping effort, thereby affecting the profits of fresh e-commerce platform and the retailer. Moreover, the cooperation mode chosen by the fresh e-commerce may not be the most beneficial to the supply chain, and may reduce the supply chain performance. To solve this problem, we study the problem of the sales mode selection and coordination of the O2O fresh supply chain considering freshness-keeping effort and value-added service.

Key words: O2O fresh product supply chain; freshness-keeping effort; value-added service; wholesale mode; commission mode

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