基于预售的生鲜供应链销售模式选择与定价研究

研究预售下由供应商与零售商构成的生鲜供应链的销售模式选择与定价策略，其中包括分散与集中两种销售模式，撇脂与渗透两种定价策略。结果表明，在网络消费者对实体渠道偏好较低时，分散与集中模式均会选择撇脂定价，反之选择渗透定价。撇脂定价下，集中模式中零售商可以通过调节两个渠道的价格占有更大的市场，获取高于分散模式下的利润。而分散模式中，由于两个零售商会存在竞争，因此为了获得竞争优势该模式下的定价会存在低价销售的情形。比较销售模式可知，在网络消费者占比少或占比多但对实体渠道偏好越小时，供应商在分散模式下能获得更高的利润，反之，集中模式对供应商更有利。但是，对零售商而言，分散模式更有利于实体渠道，而集中模式更有利于网络渠道。

Selection and Pricing of Fresh Supply Chain Sales Model Based on Pre-sale

The paper studies the sales model selection and pricing strategy of the fresh food supply chain composed of one supplier and one retailer under pre-sale, including two sales models of decentralization and concentration, and two pricing strategies of skimming and penetration. The results show that when online consumers have a low preference for physical channels, both decentralized and centralized models will choose skimming pricing, and otherwise they will choose penetration pricing. Under the skimming pricing strategy, retailers in the centralized model can occupy a larger market by adjusting the prices of the two channels and obtain higher profits than in the decentralized model. In the decentralized model, there will be competition between the two downstream retailers, so in order to gain a competitive advantage, the product under this model will be sold at a low price. Compared with the channel model, it can be seen that when the proportion of online consumers is small, or the proportion of online consumers is large, and their preference for physical retailing is small, the suppliers can obtain higher profits under the decentralized sales model. Otherwise, the centralized sales model is more beneficial to suppliers. However, for retailers, the decentralized sales model is more conducive to physical retailing, while the centralized sales model is more conducive to online retailing.