动态视角下生鲜品双渠道供应链保鲜努力与促销努力联合决策研究

doi:10.16381/j.cnki.issn1003-207x.2022.2070

摘要/Abstract

摘要：

为了挽回生鲜品自然衰减造成的价值降低，供应链成员既要投入保鲜努力以维持生鲜品新鲜度，又要开展促销努力以快速销售。然而，新鲜度的动态变化增加了供应链成员的决策难度。基于此，从时间维度的动态视角出发，以生鲜品双渠道供应链为研究对象，构建微分博弈模型，运用最优控制理论，分别求解集中决策和分散决策下供应链成员的动态联合决策，进一步设计收益共享契约来优化供应商的保鲜努力和零售商的促销努力，以及提升供应链绩效。研究发现：在集中决策下，最优促销努力水平和最优保鲜努力水平随着市场需求量、消费者的新鲜度偏好及品牌偏好的增加而提升，随着产品商誉衰减程度及投入成本的增加而降低。在分散决策下，传统渠道市场占有率对零售商促销努力产生正向影响，而对供应商保鲜努力产生负向影响。从动态角度来看，随着时间的推移，生鲜品新鲜度水平具有单调递增性，而商誉水平变化呈现多样性。收益共享契约能激励供应链成员增加保鲜努力与促销努力，提升供应商、零售商及供应链整体利润，有效缓解“双重边际效应”，实现帕累托改进。

关键词: 保鲜努力, 促销努力, 双渠道供应链, 收益共享契约, 动态视角

Abstract:

With the implementation of the project of “promoting agriculture through digital commerce”， the fresh e-commerce market in China is growing rapidly. In a dual channel supply chain， a supplier usually needs to dynamically adjust environmental factors in storage， transportation and distribution over time according to the current freshness level of fresh products， that is， to make dynamic freshness-keeping efforts. At the same time， as an effective means to stimulate consumers to buy quickly， promotion is an important decision for a retailer to attract consumers. It is worth noting that in order to cope with the dynamic changes in freshness of fresh products， the retailer needs to make dynamic promotion efforts to maximize profit. Therefore， the freshness-keeping efforts of the supplier and the promotion efforts of the retailer will jointly affect the operation performance of a fresh supply chain.Under this background， based on the dynamic perspective of time dimension， the supplier’s freshness-keeping efforts and retailer's promotion efforts， and the multiple effects of product freshness， goodwill and price on market demand are considered. Focusing on a dual channel supply chain of fresh products in which the supplier has both online and offline channels， a differential game model is constructed， and the optimal control theory is used to solve the dynamic joint decisions of supply chain members under centralized and decentralized decisions. A revenue sharing contract is designed to optimize supplier’s freshness-keeping efforts and retailer's promotion efforts and improve the performance of the supply chain.The results show that　（1） Under the three decision-making situations， the freshness level of fresh food is monotonically increasing， however， the changes of goodwill are diversified. In addition， the profits of the supplier and the retailer will increase to a stable state over time， and at this time， they are the highest under the centralized decision-making situation， higher under the revenue sharing contract， and the lowest under the decentralized decision-making situation. （2） Under centralized decision making， the optimal level of promotional efforts and the optimal level of freshness-keeping efforts increase with market demand， consumer freshness preference and brand preference， and decrease with the decaying degree of product goodwill and input cost. （3） Under decentralized decision-making， the market share of traditional channel has a positive impact on retailer's promotion efforts， and a negative impact on supplier's freshness-keeping efforts. （4） As consumers' freshness preference and brand preference become more and more obvious， the revenue sharing contract is easier to promote member's input in freshness-keeping and promotion efforts， thus bringing more market demand and increasing supply chain profit. Revenue sharing contract can realize Pareto improvement， effectively alleviate the "double marginal effect"， and significantly improve the overall revenue of the fresh supply chain.

Key words: freshness-keeping effort, promotion effort, dual-channel supply chain, revenue sharing contract, dynamic perspective

中图分类号:

F272

王文隆, 何竹云, 张涑贤. 动态视角下生鲜品双渠道供应链保鲜努力与促销努力联合决策研究[J]. 中国管理科学, 2025, 33(9): 301-311.

Wenlong Wang, Zhuyun He, Suxian Zhang. Joint Decision of Freshness-keeping Effort and Promotion Effort in a Dual-channel Fresh Produce Supply Chain from a Dynamic Perspective[J]. Chinese Journal of Management Science, 2025, 33(9): 301-311.

图/表 10

图1

表1

符号说明"

符号	说明
$u (t)$	$t$ 时供应商的保鲜努力
$A (t)$	$t$ 时零售商的促销努力
$p r t$	$t$ 时传统渠道产品价格
$p d t$	$t$ 时网络渠道产品价格
$K s$ 、 $K r$	保鲜努力成本系数 $K s > 0$ ，促销努力成本系数 $K r > 0$
$λ$	供应商的保鲜努力对产品商誉的影响系数， $λ > 0$
$β$	零售商的促销努力对产品商誉的影响系数， $β > 0$
$ε$	保鲜努力对新鲜度的影响系数， $ε > 0$
$φ$	新鲜度衰减系数， $φ > 0$
$τ$	商誉衰减系数， $τ > 0$
$ρ$	贴现因子， $ρ > 0$
$a$	消费者总需求量， $a > 0$
$w$	产品批发价格， $w > 0$
$μ$	消费者对传统渠道的忠诚度系数， $μ > 0$
$b 1$	消费者对传统渠道价格的敏感系数， $b 1 > k > 0$
$b 2$	消费者对网络渠道价格的敏感系数， $b 2 > k > 0$
$k$	渠道交叉价格敏感系数， $k > 0$
$η$	消费者对产品新鲜度偏好， $η > 0$
$γ$	消费者对产品品牌偏好， $γ > 0$
$C S t$ 、 $C R t$	$t$ 时供应商的保鲜努力成本、 $t$ 时零售商的促销努力成本
$θ t$	$t$ 时产品的新鲜度水平， $θ 0 = θ 0 ≥ 0$
$G t$	$t$ 时产品的商誉水平， $G 0 = G 0 ≥ 0$
$D D t$ 、 $D R t$	$t$ 时网络渠道的需求、 $t$ 时传统渠道的需求
$J y x$	供应链利润，其中，上标 $x ∈ C, D, R S$ 分别代表集中决策、分散决策、收益共享契约；下标 $y ∈ r, s, S$ 分别代表零售商、供应商、供应链整体

表1

图2

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图4

图5

图6

图7

图8

表2

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模型类型	保鲜努力水平	促销努力水平	零售价格	批发价格	供应链总利润	供应商利润	零售商利润
集中决策	5.83	2.60	1.25	—	310.56	—	—
分散决策	3.89	0.29	1.67	0.83	137.21	111.76	25.45
收益共享契约	5.30	0.32	1.36	0.23	303.13	274.02	29.11