基于质量分级的生鲜农产品供应链的定价与保鲜策略研究

为了有效降低生鲜农产品损耗,保障流通与销售过程中生鲜农产品的品质及安全,解决消费者对生鲜农产品品质及其新鲜度的高追求与生鲜农产品冷链物流成本过高导致保鲜投入不足之间的矛盾,文中以价格和新鲜度为市场需求的主要影响因素,分别在产销地均不分级、销地分级和产地分级三种质量分级模式下,构建了供应商和零售商的利润函数,采用stackelberg博弈求解得到各自的最优定价策略和最优保鲜策略.对不同质量分级模式下的定价策略和保鲜策略进行对比分析显示,产地分级模式下的定价策略有利于增加市场需求及市场主体的利润;产地分级模式下的保鲜策略在控制损耗的效果和控制保鲜的成本上都优于其他模式.

Pricing and Fresh-keeping Strategy for Fresh Agricultural Produce Supply Chain based on Quality Grades

To reduce the loss of fresh agricultural products and save social costs,it is proposed to invest in fresh-keeping effort based on quality grades.A supplier-retailer structure in an supply chain system is modeled under three approaches consisting of non-classification,sales classification and origin classification.The stackelberg game is used to solve the optimal pricing and optimal fresh-keeping effort under different approaches.The results show that the pricing strategy under the origin classification model is conducive to increasing market demand and the profit of market entities;the fresh-keeping investment under the origin classification model is superior to other models in the effect of controlling loss and controlling the cost of freshness.Finally,the proposed models are approved with a numerical example.Pricing and fresh-keeping strategy not only provide a new idea for saving freshness costs under the background of the existing excessive high cost of the cold chain,but also provide an effective reference for freshness efforts investment and corresponding grading mode selection in the fresh produce supply chain.