新零售渠道整合下生鲜供应链的定价与协调策略

doi:10.16381/j.cnki.issn1003-207x.2019.1037

中国管理科学 ›› 2022, Vol. 30 ›› Issue (2): 118-126.doi: 10.16381/j.cnki.issn1003-207x.2019.1037

新零售渠道整合下生鲜供应链的定价与协调策略

范辰, 张琼思, 陈一鸣

长沙理工大学经济与管理学院，湖南长沙410076

收稿日期:2019-07-14 修回日期:2019-11-08 出版日期:2022-02-20 发布日期:2022-02-20
通讯作者: February,2022 E-mail:chenfan@csust.edu.cn
基金资助:
范辰

Pricing and Coordination Strategy of Fresh Food Supply Chain under the Integration of New Retail Channels

FAN Chen, ZHANG Qiong-si, CHEN Yi-ming

School of Economics & Management, Changsha University of Science & Technology, Changsha 410076, China

Received:2019-07-14 Revised:2019-11-08 Online:2022-02-20 Published:2022-02-20
Contact: 范辰(1988-)，女(汉族)，山东泰安人，长沙理工大学经济与管理学院，讲师，博士，研究方向：电子商务、供应链管理，Email：chenfan@csust. edu.cn. E-mail:chenfan@csust.edu.cn
Supported by:
教育部人文社会科学研究规划基金资助项目(19YJA30011)；湖南省自然科学基金资助项目(2021JJ40613，2019JJ40305)；湖南省教育厅科学研究项目(18B147)

摘要/Abstract

摘要： 在新零售模式下，本文针对双渠道生鲜供应链，考虑供应商与传统零售商之间的物流合作以及在此基础上的价格整合情形，基于消费者效用理论，综合考虑价格和产品新鲜度对消费者购买决策的共同影响，建立整合前后的定价和协调模型，采用线性补偿契约与收益共享契约进行协调，得到相应的最优协调策略。通过最优决策量数值模拟，对比分析三种不同程度渠道整合情形下生鲜供应链个体以及供应链系统的最优定价决策以及最优利润水平。研究发现：线上线下的物流合作会使对线性补偿量具有强势决策权的传统零售商在利润分配中占优；在进行物流整合的基础上，各供应链成员是否应开展价格整合，取决于消费者对产品时效性要求的高低以及其自身的讨价还价能力；对系统来说，渠道整合可以扩大消费者群体，提高供应链的总利润。

关键词: 渠道整合；线上下单-线下配送；收益共享契约；批发价格契约；定价策略

Abstract: With the occurrence of the new retail era, online and offline integration has become an inevitable trend in the development of fresh product retail. “Online ordering, offline distribution” is an emerging O2O model combining online and offline resources, retailers are gradually adopting price integration based on logistics cooperation. Channel integration, on the one hand, can directly affect consumer utility and stimulates consumer demand; on the other hand, it can improve the utilization of channel resources and reduce distribution costs. Therefore, how to coordinate the supply chain through contracts, how to influence the supply chain members individually and the entire supply chain system in different levels of channel integration, and how to make optimal pricing and coordinated strategies, have great theoretical and practical significance.

Key words: channel integration; online order, offline distribution; revenue-sharing contract; wholesale-price contract; pricing strategy

中图分类号:

F253

范辰, 张琼思, 陈一鸣. 新零售渠道整合下生鲜供应链的定价与协调策略[J]. 中国管理科学, 2022, 30(2): 118-126.

FAN Chen, ZHANG Qiong-si, CHEN Yi-ming. Pricing and Coordination Strategy of Fresh Food Supply Chain under the Integration of New Retail Channels[J]. Chinese Journal of Management Science, 2022, 30(2): 118-126.

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新零售渠道整合下生鲜供应链的定价与协调策略

Pricing and Coordination Strategy of Fresh Food Supply Chain under the Integration of New Retail Channels

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