| 基于线上评论的生鲜产品供应链定价策略 |
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| 引用本文： | 卢超,邢窈窈.基于线上评论的生鲜产品供应链定价策略[J].运筹与管理,2022,31(6):91-97. |
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| 作者姓名： | 卢超 邢窈窈 |
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| 作者单位： | 上海大学 管理学院,上海 200444 |
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| 基金项目： | 国家自然科学基金资助项目(71704101) |
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| 摘 要： | 随着网络购物的普及,线上评论对消费者的购买决策发挥着越来越重要的作用,零售商和制造商可以利用这些评论调整、优化生产流程。本文基于消费者效用理论,构建了由一个零售商和一个制造商组成的生鲜产品供应链定价决策模型,研究了三种决策模式下生鲜产品零售价、利润和保鲜努力水平的差异。研究发现:集中决策下生鲜产品的最优零售价最低、利润最高;随着运输时间增加,保鲜努力水平和新鲜度均呈现下降趋势;当成本分担系数较高时,在成本分担和收益共享的分散决策模式下,保鲜努力最优水平高于集中决策模式下保鲜努力最优水平。
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| 关 键 词： | 线上评论 生鲜产品 定价策略 消费者效用 |
| 收稿时间： | 2020-08-23 |
Pricing Strategies of Fresh Products' Supply Chain Considering Online Product Reviews |
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| LU Chao,XING Yao-yao.Pricing Strategies of Fresh Products' Supply Chain Considering Online Product Reviews[J].Operations Research and Management Science,2022,31(6):91-97. |
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| Authors: | LU Chao XING Yao-yao |
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| Affiliation: | School of Management, Shanghai University, Shanghai 200444, China |
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| Abstract: | With the popularity of online shopping, online product reviews are playing a more and more important role in consumer purchasing decisions, which can be employed by retailers and manufacturers to adjust and optimize their production processes. Based on consumer utility theory, this paper constructs a supply chain online sales model composed of a retailer and a manufacturer, and explores the differences of retail prices, profits and fresh-keeping efforts of fresh products under different decision-making modes. The research findings are as follows: there are the lowest optimal retail price and the highest profit for fresh products under the decentralized decision-making model; with the increase of transportation time, the level of fresh-keeping efforts and freshness show a downward trend; and when the cost-sharing coefficient is high, the optimal level of fresh-keeping efforts under the decentralized decision-making model is higher than that under the centralized decision-making model. |
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| Keywords: | online product reviews fresh products pricing strategies consumer utility |
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