考虑质量损失的生鲜农产品双渠道市场出清策略研究

本文以农超对接和电商渠道并存的生鲜农产品双渠道销售模式为研究背景,不仅考虑渠道自身价格、渠道间交叉价格弹性等因素的影响,还考虑生鲜农产品随着时间变化的质量损失因素,构建生鲜农产品的市场需求函数并在此基础上建立模型.比较分析了不打折、单次折扣以及多次折扣情形下,农业合作社和超市分别在分散决策和集中决策模式时的最优折扣率及其市场出清策略.然后进一步分析了传统渠道市场份额、渠道价格敏感度、渠道交叉价格弹性系数对合作社、超市的最优折扣率以及供应链利润的影响,并通过算例仿真给出了相应的管理建议.最后分析比较了不同打折次数对供应链利润的影响,发现打折次数并不改变双渠道特征参数对供应链利润的影响趋势.

Market clearing strategy in dual channel of fresh agricultural products considering quality loss

The research background is about the sales of fresh agricultural products in agriculture-supermarket jointing and E-commerce channel. Not only the effect of factors such as channel price and cross-price elasticity coefficient of channel are considered, but also the factor of quality loss of fresh agricultural products which change with time is taken into consideration. Then the market demand function of fresh agricultural products is set up and the model is built. The agricultural cooperatives and supermarkets' different optimal discount rates and the market clearing strategies in different situations of disperse policy decision and centralized decision-making are analyzed in different conditions such as no-discounting, one-time discounting and multiple discounting. Furthermore, it analyses the impact of market share of traditional channels, sensitivity of channel price, cross-price elasticity coefficient of channel on the optimal discount rate of farm cooperation, supermarkets and supply chain profit. Accordingly, management suggestions are provided by example simulation. Finally, the influence of different times on the supply chain profits is analyzed and it shows that the times of discounting do not affect the trend of impact of dual channel's parameters on the supply chain profit.