考虑消费者效用的生鲜品双渠道供应链协调

研究了由一个供应商和一个零售商构成的生鲜品双渠道供应链,构建了受保鲜努力影响的新鲜度变化函数以及受价格和新鲜度影响的消费者效用函数。提出“保鲜成本分担+收益共享”契约,以实现供应链的协调。研究表明,零售商通过分担供应商保鲜努力成本,促使供应商投入更高的保鲜努力水平,从而增加市场需求及利润;供应商通过与零售商分享线上收益,促使零售商承担更多的保鲜努力成本。因此,一定的保鲜成本分担和收益共享比例有助于提高供应链效率。最后采用算例验证了“保鲜成本分担+收益共享”契约对于生鲜品双渠道供应链的有效性。

Coordination of Dual-channel Supply Chain of Fresh Products Considering Consumer Utility

In this paper,we studied a dual-channel supply chain of fresh products consisting of a supplier and a retailer,and constructed the freshness change function affected by preservation efforts and the consumer utility function affected by price and freshness.Next,we put forward the contract of"fresh preservation cost sharing+revenue sharing"to achieve supply chain coordination.The result shows that the retailer,by footing its share the the supplier's cost of fresh-keeping efforts,will encourage the supplier to invest more in freshkeeping efforts,thereby increasing market demand and profits;and the supplier,by sharing its online revenue with the retailer,will encourage retailer to shoulder more fresh-keeping effort cost.Therefore,a certain preservation cost sharing and revenue sharing ratio will help improve the efficiency of the supply chain.Finally,using a numerical example,we verified the effectiveness of the"fresh preservation cost sharing+revenue sharing"contract for the dual-channel supply chain of fresh products.