考虑消费者异质性偏好的定制绿色农产品供应链均衡研究

doi:10.16381/j.cnki.issn1003-207x.2023.1162

摘要/Abstract

摘要：

针对消费者个性化需求与“互联网+”技术相结合的规模化定制绿色农产品供应链，利用网络均衡理论构建供应链网络模型，并针对不同社区环境探讨了基于消费者异质性偏好的供应链产销策略。研究结果表明，供应链采取中、高品质农产品同时销售的策略并适当培育消费者偏好能够有力促进绿色农产品的普及，但如仅仅依赖于高端消费社区难以帮助供应链创造高收益；企业避免拘泥于竞争，合作扩大绿色消费市场，能够提升供应链整体收益；农产品减产时，各方推动农产品销往绿色偏好相对较高的普通社区和偏好相对较低的高端社区有助于增强供应链韧性；供应链专注于一类消费社区开展农产品定制产销对企业更有利，同时面向两类社区开展定制产销对消费者更有利。

关键词: 绿色农产品供应链, 网络均衡, 消费者异质性偏好, 规模化定制

Abstract:

Under the joint promotion of the government and consumers， the green agricultural supply chain under mass customization based on community group purchasing is gradually emerging. Both the production and sale of agricultural products have shown a trend of multi-level development. However， at the same time， as the scale of the supply chain continues to grow， the output， quality and price competition between supply chain enterprises and multi-level agricultural products has become increasingly fierce. In the face of a large number of agricultural producers and sellers and thousands of personalized consumers， supply chain enterprises need to develop more detailed production planning and sales strategies based on the heterogeneous preferences of consumers， so as to more accurately provide differentiated agricultural products that match the needs of consumers， and to truly realize the docking between the farm and the table. This issue has received keen attention from many scholars and related enterprises.

Therefore， based on the green agricultural supply chain network composed of multiple producers， retailers and consumer communities， a network equilibrium model for green agricultural supply chain under mass customization considering consumer heterogeneity preferences is constructed， in which producers simultaneously produce agricultural products of different quality grades and sell them to different consumer communities through retailers. On this basis， the equilibrium conditions of producers， retailers and consumer communities are proposed， and production planning and sales strategies based on consumers’greenness preferences are explored for different consumer communities. Finally， the impact of factors such as agricultural production， logistics costs and types of consumer communities on the decisions and profits of supply chain enterprises is further analyzed. Through theoretical derivation and numerical simulation， the equilibrium of the green agricultural supply chain under mass customization is comprehensively discussed， so as to provide strategic suggestions for related industries and supply chain enterprises.

The results show that （i） selling medium and high quality products at the same time and properly cultivating the consumers’ preferences are both conducive to promote the popularization of green agricultural products while it is diﬃcult for the supply chain to achieve high returns if relying solely on high-end consumer communities；（ii） it can improve the overall revenue of the supply chain if all parties cooperate to expand the green agricultural market rather than compete；（iii） when agricultural production is insuﬃcient， selling agricultural products to ordinary communities with high preferences and high-end communities with low preferences could help to improve the resilience of supply chain；（iv） customized production and sales of agricultural products to only one type of consumer community is beneficial to enterprises， while customized production and sales to both types of communities is beneficial to consumers. The conclusions of the study can provide reference for decision-making of relevant enterprises and research in related fields.

Key words: green agricultural supply chain, network equilibrium, consumers’ heterogeneous preferences, mass customization

中图分类号:

F224

周礼南,周根贵,郑健壮, 等. 考虑消费者异质性偏好的定制绿色农产品供应链均衡研究[J]. 中国管理科学, 2026, 34(2): 275-286.

Linan Zhou,Gengui Zhou,Jianzhuang Zheng, et al. Research on Green Agricultural Supply Chain Network Equilibrium with Consumers' Heterogeneous Preferences under Mass Customization[J]. Chinese Journal of Management Science, 2026, 34(2): 275-286.

图/表 12

图1

表1

考虑消费者异质性偏好的定制绿色农产品供应链网络模型变量"

变量	含义
$i$	生产商下标，表示生产商 $i$ ， $i ∈ 1,2, ⋯, M$
$j$	零售商下标，表示零售商 $j$ ， $j ∈ 1,2, ⋯, N$
$k$	消费者社区下标，表示社区 $k$ ， $k ∈ 1,2, ⋯, K$
$g$	农产品质量等级下标，表示 $g$ 级农产品， $g ∈ 1,2, ⋯, G$
$e g$	$g$ 级农产品的绿色度，数值越大表示农产品绿色度越高， $e g ∈ 0,1$
$Y ¯ i$	生产商 $i$ 的种植量上限，受种植规模、天气、灾害等因素影响
$ε$	农产品生产过程中的自然损耗率， $ε ∈ 0,1$
$l i g e g, ε$	生产商 $i$ 生产 $g$ 级农产品的实际产出率，受农产品的绿色度和自然损耗率影响
$c i g e g$	生产商 $i$ 生产 $g$ 级农产品的单位生产成本，受农产品绿色度影响
$Y i g$	生产商 $i$ 的 $g$ 级农产品种植量
$s i P L Y$	生产商 $i$ 的销售竞争成本，受所有生产商的 $G$ 个质量等级农产品产出量影响
$w i j g$	生产商 $i$ 与零售商 $j$ 交易的 $g$ 级农产品批发价格
$Q i j g$	生产商 $i$ 与零售商 $j$ 交易的 $g$ 级农产品数量
$t i j P Q i j$	生产商 $i$ 与零售商 $j$ 交易时承担的交易成本，受 $G$ 个质量等级农产品交易量影响
$t i j R Q i j$	零售商 $j$ 与生产商 $i$ 交易时承担的交易成本，受 $G$ 个质量等级农产品交易量影响
$p j k g$	零售商 $j$ 销往社区 $k$ 的 $g$ 级农产品批发价格
$a j k g$	零售商 $j$ 销往社区 $k$ 的 $g$ 级农产品数量
$s j R A$	零售商 $j$ 的销售竞争成本，受零售商的 $G$ 个质量等级农产品总销量影响
$c j k g e g$	零售商 $j$ 销往社区 $k$ 的 $g$ 级农产品单位物流运输费用，由消费者承担，受农产品绿色度影响
$p k g$	社区 $k$ 中 $g$ 级农产品零售价格
$f k g e g$	社区 $k$ 中 $g$ 级农产品对其他农产品的价格竞争影响因子，受农产品绿色度影响
$u k$	社区 $k$ 的消费者绿色度偏好，即该社区中消费者群体偏好的绿色度，其期望值 $τ k ∈ 0,1$
$d k g p k, f k, u k, e g$	社区 $k$ 中 $g$ 级农产品的需求量，受 $G$ 个质量等级农产品的零售价、价格竞争和消费者绿色度偏好以及农产品绿色度共同影响

表1

图2

图3

表2

普通消费社区中消费者偏好对农产品供应链均衡的影响"

变量	$σ = 0.1$		$σ = 0.5$
变量	$τ = 0.1$	$τ = 0.3$	$τ = 0.1$	$τ = 0.3$
$g$	(2,3)	(3,4)	(3,4)	(3,4)
$e g$	(0.3,0.5)	(0.5,0.7)	(0.5,0.7)	(0.5,0.7)
$Y i g$	(27.18,28.67)	(31.05,32.12)	(17.87,20.61)	(18.13,22.03)
$c i g$	(2.25,6.25)	(6.25,12.25)	(6.25,12.25)	(6.25,12.25)
$l i g$	(0.79,0.72)	(0.72,0.64)	(0.72,0.64)	(0.72,0.64)
$w i j g$	(25.58,31.01)	(32.06,41.64)	(23.12,33.76)	(23.49,34.49)
$a j k g$	(21.44,20.61)	(22.32,20.51)	(12.84,13.16)	(13.03,14.07)
$p k g$	(60.32,65.34)	(67.64,76.32)	(45.54,56.35)	(46.55,58.08)
$s i P$	373.64	387.44	152.85	165.05
$s j R$	221.06	229.74	84.56	91.96
$π i P$	331.51	344.20	126.83	137.81
$π j R$	663.01	688.41	253.66	275.62
$π$	994.52	1032.61	380.50	413.43

表2

表3

物流运输费用对普通消费社区农产品供应链均衡的影响"

变量	$c j k g = 0$		$c j k g = 200 e g 2$
变量	$τ = 0.1$	$τ = 0.3$	$τ = 0.1$	$τ = 0.3$
$g$	(2,3)	(3,4)	(2,3)	(2,3)
$e g$	(0.3,0.5)	(0.5,0.7)	(0.3,0.5)	(0.3,0.5)
$Y i g$	(27.18,28.67)	(31.05,32.12)	(24.39,18.69)	(17.58,21.44)
$c i g$	(2.25,6.25)	(6.25,12.25)	(2.25,6.25)	(2.25,6.25)
$l i g$	(0.79,0.72)	(0.72,0.64)	(0.79,0.72)	(0.79,0.72)
$w i j g$	(25.58,31.01)	(32.06,41.64)	(22.14,25.08)	(18.61,25.22)
$a j k g$	(21.44,20.61)	(22.32,20.51)	(19.24,13.43)	(13.87,15.41)
$p k g$	(60.32,65.34)	(67.64,76.32)	(69.09,101.13)	(61.18,100.56)
$s i P$	373.64	387.44	239.11	190.44
$s j R$	221.06	229.74	137.63	107.44
$π i P$	331.51	344.20	202.23	160.87
$π j R$	663.01	688.41	404.47	321.74
$π$	994.52	1032.61	606.70	482.61

表3

图4

表4

农产品产出率对普通消费社区农产品供应链均衡的影响"

变量	$l i g = 1 - 0.125 ⋅ (1 + e g) 2$		$l i g = 1$
变量	$τ = 0.1$	$τ = 0.3$	$τ = 0.1$	$τ = 0.3$
$g$	(2,3)	(3,4)	(2,3)	(3,4)
$e g$	(0.3,0.5)	(0.5,0.7)	(0.3,0.5)	(0.5,0.7)
$Y i g$	(27.18,28.67)	(31.05,32.12)	(21.47,21.10)	(22.61,21.78)
$c i g$	(2.25,6.25)	(6.25,12.25)	(2.25,6.25)	(6.25,12.25)
$l i g$	(0.79,0.72)	(0.72,0.64)	(1,1)	(1,1)
$w i j g$	(25.58,31.01)	(32.06,41.64)	(25.13,28.95)	(30.15,35.74)
$a j k g$	(21.44,20.61)	(22.32,20.51)	(21.47,21.10)	(22.61,21.78)
$p k g$	(60.32,65.34)	(67.64,76.32)	(60.16,63.79)	(66.65,71.83)
$s i P$	373.64	387.44	382.50	414.01
$s j R$	221.06	229.74	226.62	246.41
$π i P$	331.51	344.20	339.91	369.53
$π j R$	663.01	688.41	679.81	739.07
$π$	994.52	1032.61	1019.72	1108.60

表4

表5

消费者偏好及物流运输费用对高端消费社区农产品供应链均衡的影响"

变量	$c j k g = 0$		$c j k g = 200 e g 2$
变量	$τ = 0.1$	$τ = 0.3$	$τ = 0.1$	$τ = 0.3$
$g$	(3,4)	(3,4)	(2,3)	(3,4)
$e g$	(0.5,0.7)	(0.5,0.7)	(0.3,0.5)	(0.5,0.7)
$Y i g$	(30.74,32.03)	(27.50,31.77)	(23.83,20.69)	(18.96,16.03)
$c i g$	(6.25,12.25)	(6.25,12.25)	(2.25,6.25)	(6.25,12.25)
$l i g$	(0.72,0.64)	(0.72,0.64)	(0.79,0.72)	(0.72,0.64)
$w i j g$	(31.88,41.55)	(30.10,40.84)	(22.17,26.05)	(22.98,31.77)
$a j k g$	(22.10,20.46)	(19.77,20.30)	(18.80,14.87)	(13.63,10.24)
$p k g$	(67.21,76.06)	(63.01,74.02)	(69.40,103.32)	(94.73,149.82)
$s i P$	382.64	341.09	249.11	132.86
$s j R$	226.72	200.68	143.63	72.66
$π i P$	339.75	300.99	213.52	107.55
$π j R$	679.49	601.98	427.03	215.10
$π$	1019.24	902.97	640.55	322.65

表5

图5

表6

农产品产出率对高端消费社区农产品供应链均衡的影响"

变量	$l i g = 1 - 0.125 ⋅ (1 + e g) 2$		$l i g = 1$
变量	$τ = 0.1$	$τ = 0.3$	$τ = 0.1$	$τ = 0.3$
$g$	(3,4)	(3,4)	(2,3)	(3,4)
$e g$	(0.5,0.7)	(0.5,0.7)	(0.3,0.5)	(0.5,0.7)
$Y i g$	(30.74,32.03)	(27.50,31.77)	(20.93,22.91)	(20.04,21.58)
$c i g$	(6.25,12.25)	(6.25,12.25)	(2.25,6.25)	(6.25,12.25)
$l i g$	(0.72,0.64)	(0.72,0.64)	(1,1)	(1,1)
$w i j g$	(31.88,41.55)	(30.10,40.84)	(25.18,30.16)	(28.18,34.95)
$a j k g$	(22.10,20.46)	(19.77,20.30)	(20.93,22.91)	(20.04,21.58)
$p k g$	(67.21,76.06)	(63.01,74.02)	(60.56,66.54)	(62.02,69.56)
$s i P$	382.64	341.09	404.94	367.00
$s j R$	226.72	200.68	240.73	216.91
$π i P$	339.75	300.99	360.61	325.08
$π j R$	679.49	601.98	721.23	650.15
$π$	1019.24	902.97	1081.84	975.23

表6

表7

供应链同时向普通与高端两类消费社区销售农产品的均衡结果"

变量	$B 1 = 1000, B 2 = 500$	$B 1 = 750, B 2 = 750$	$B 1 = 500, B 2 = 1000$
$g$	(2,3)	(3,4)	(3,4)
$e g$	(0.3,0.5)	(0.5,0.7)	(0.5,0.7)
$Y i g$	(30.05,39.01)	(38.47,40.05)	(37.72,39.78)
$c i g$	(2.25,6.25)	(6.25,12.25)	(6.25,12.25)
$l i g$	(0.79,0.72)	(0.72,0.64)	(0.72,0.64)
$a j 1 g$	(17.40,16.52)	(14.12,12.19)	(11.25,9.46)
$a j 2 g$	(6.30,11.51)	(13.53,13.39)	(15.86,15.95)
$p 1 g$	(50.20,55.17)	(47.05,55.61)	(39.98,48.68)
$p 2 g$	(27.01,38.07)	(46.92,57.26)	(52.91,63.48)
$π i P$	277.08	265.96	270.34
$π j R$	554.16	531.91	540.67
$π$	831.24	797.87	811.01

表7

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