生鲜电商众筹预售与众包生产联合决策

顺应消费者参与消费体验追求产品质量安全保障,论文构建了社区化消费者与组织化生产者通过电商平台进行点对点的生鲜农产品供应链纵向一体化众筹预售与众包生产联合决策模型及机制.研究表明,与过去分散决策相比,联合决策对扩大网购需求,提高供应链收益有显著协同效应,而决策机制可确保参与者的利益诉求在联合决策中公平表达.研究成果对促进我国生鲜农产品以销定产,消费者参与质量安全监督和农产品流通"最初一公里"与"最后一公里"问题解决及生鲜电商发展有参考价值.

Joint decision between crowdfunding in preselling and crowdsourcing in production on fresh agricultural products

Aiming at the problems that traditional supply chain of fresh agricultural products is too long and production becomes divorced from marketing, the paper builds a joint-decision model and the corresponding operation mechanism that fresh agricultural products can be presold by crowdfunding and be produced by crowdsourcing in e-commerce platform, so that community consumers and organized producers can abutment from point to point in the whole industry chain of fresh agricultural products. Research shows that there are obvious synergistic effects in joint decision on expanding the online shopping demand, quality assurance and improving the industry chain benefit. Furthermore, the interests of participants can express fairly in the joint decision mechanism.