渠道整合背景下生鲜供应链协调策略研究

针对生鲜供应链中线上线下商家开展物流合作以及在此基础上的价格整合,采用线性补偿与收益共享进行供应链内协调.从渠道相互竞争与合作、消费者购买行为的角度,建立渠道整合前后供应商与零售商的定价和补偿模型,求解得到相应的供应链最优协调策略,并通过数值模拟对比分析两种情形下供应链的总利润水平.研究发现:对于给定规模的垄断市场,价格整合降低渠道利润.建议商家在进行渠道整合的同时,进一步拓展市场份额.

Coordination Strategy of Fresh Supply Chain under Channel Integration

Such a supply chain is considered where the supplier has two product handling methods:on the one hand,the product is supplied to the offline retailer;on the other hand,the product is sold directly to the consumer online.After signing the agreement,the two companies cooperate in online and offline integration.This paper establishes a channel integration model of“online ordering,offline distribution”for fresh products where product freshness affects market demand,from the perspective of consumer purchasing behavior and direct competition between retailer and direct seller,and analyzes pricing strategy and coordinated strategy in the supply chain.