考虑供应商保鲜的生鲜电商供应链预售策略与合作模式研究

doi:10.16381/j.cnki.issn1003-207x.2023.1240

摘要/Abstract

摘要：

生鲜电商供应链不同的合作模式会影响预售策略的选择，进而影响供应链成员的定价及保鲜决策。针对生鲜电商供应链预售策略与合作模式选择问题，考虑供应商投入保鲜努力，构建了供应商和生鲜电商的动态博弈模型，分析了供应商与生鲜电商的预售策略及合作模式选择偏好，设计了激励契约以改善供应链博弈均衡结果、提高供应链整体绩效。研究结果表明：（1）代理模式下，采取预售策略总是有利于提升供应链利润，而批发模式下，只有当预售阶段消费者比例较低且消费者损失厌恶程度较低时，预售策略的实施才会提高供应链所有成员的利润；（2）预售策略的实施会提高供应商改变合作模式选择的佣金率阈值，当预售策略实施时，供应商选择代理模式的佣金率阈值较高；（3）当预售阶段消费者比例较高，或预售阶段消费者比例较低且消费者损失厌恶程度较低时，供应商选择批发模式，但生鲜电商没有采取预售策略的动机，通过设计契约可以激励生鲜电商采取预售策略，从而实现双方利润的帕累托改进。

关键词: 生鲜电商供应链, 预售策略, 合作模式, 保鲜努力

Abstract:

In recent years， with the rapid development of e-commerce technology and the popularity of online shopping among consumers， the fresh produce e-tailing market has developed rapidly， and more and more fresh suppliers cooperate with online sellers to sell fresh agricultural products online. Suppliers mainly cooperate with online sellers in agency mode or wholesale mode. The agency mode refers to the supplier selling products directly to consumers through the online channel and paying a certain commission to the online seller； and the wholesale model refers to the wholesale of products by suppliers to online sellers and then resold by online sellers to consumers. Under different cooperation modes， suppliers and online seller have different pricing power and different profit methods. At the same time， the development and innovation of e-commerce technology have provided convenient conditions for the implementation of the fresh produce advance selling strategy. In order to cope with the challenge of the short sales cycle of fresh produce， some suppliers or online seller begin to consider selling fresh produce before being launched to extend the sales cycle and expand market demand. However， under different cooperation modes， the advance selling strategy has different impacts on the supplier， the online seller and the overall performance of the supply chain， at the same time， the implementation of the advance selling strategy will affect the freshness-keeping effort and price decision， making the choice of cooperation mode of fresh produce e-tailing supply chain more complicated. Based on the above background， the selection of cooperation mode and advance selling decision of fresh produce e-tailing supply chain， as well as how to motivate suppliers and online seller to optimize strategy selection to achieve supply chain performance improvement are studied.The research content of this paper includes the following three parts. First， considering the interaction between cooperation mode and advance selling strategy， a dynamic game model between fresh produce supplier and online seller is constructed. Second， the advance selling strategy preference of fresh e-tailing supply chain under different cooperation modes is analyzed， and the optimal cooperation mode and advance selling strategy decision game equilibrium between the supplier and online seller are solued. Third， based on the equilibrium， incentive contracts are designed based on transfer payment to encourage the supplier to change the choice of cooperation mode or encourage the online seller to adopt advance selling strategies to achieve Pareto improvement of the overall performance of the supply chain.The results show that， first， the cooperation mode and advance selling strategy of fresh e-tailing supply chain depend on the proportion of consumers in the advance selling period， the degree of consumer loss aversion and the commission rate. Second， under the agency mode and wholesale mode， the implementation of advance selling strategy will promote the supplier to improve the level of freshness-keeping efforts， and increase the spot selling price. Third， the implementation of the advance selling strategy will affect the selection of cooperation mode by the supplier. Under certain conditions， suppliers may choose the agency mode even with higher commission rate. Fourth， in the wholesale mode， when the proportion of consumers in the advance selling period is high， or the proportion of consumers in the advance selling is low with high level of consumer loss aversion， the implementation of advance selling strategy is beneficial to the profit of the overall supply chain， but the supplier has no motivation to adopt the advance selling strategy. At this time， the contract designed based on transfer payment can encourage the supplier to adopt advance selling strategy or encourage the supplier to choose agency mode to achieve Pareto improvement of the overall supply chain.

Key words: e-tailing for fresh produce, advance selling strategy, cooperation mode, freshness-keeping effort

中图分类号:

张旭梅,范继欣,但斌, 等. 考虑供应商保鲜的生鲜电商供应链预售策略与合作模式研究[J]. 中国管理科学, 2026, 34(8): 234-245.

Xumei Zhang,Jixin Fan,Bin Dan, et al. Advance Selling and Cooperation Strategy of E-tailing Supply Chain for Fresh Produce Considering Supplier's Freshness-keeping Effort[J]. Chinese Journal of Management Science, 2026, 34(8): 234-245.

图/表 7

图1

表1

符号说明"

符号	说明
外生变量
$φ$	佣金率
$k$	保鲜努力成本系数
$λ$	预售阶段到达的消费者比例
$v$	消费者对生鲜农产品的价值认知
$β$	消费者的损失厌恶程度
决策变量
$p i, j$	$i = S, E$ ， $j = 1,2$ 分别表示供应商和生鲜电商的在预售阶段和现售阶段的销售价格
$w$	供应商批发价格
$τ$	供应商的保鲜努力水平

表1

表2

供应商的最优合作模式"

参数条件			最优合作模式
$0 ≤ λ λ 0$	$0 β β 0$	$0 φ φ s 1$	$C A$
$0 ≤ λ λ 0$	$0 β β 0$	$φ s 1 ≤ φ 1$	$W A$
	$β 0 ≤ β 1$	$0 φ φ s 2$	$C A$
	$β 0 ≤ β 1$	$φ s 2 ≤ φ 1$	$W N$
$λ 0 ≤ λ ≤ 1$		$0 φ φ s 2$	$C A$
$λ 0 ≤ λ ≤ 1$		$φ s 2 ≤ φ 1$	$W N$

表2

图2

图3

图4

图5

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