考虑生鲜产品交货期的双渠道供应链定价策略分析

针对由单个制造商与单个电商平台自营商组成的双渠道供应链定价问题,考虑消费者对生鲜产品的交货期具有敏感性的市场,分别从分散决策和集中决策两个决策模型视角,分析生鲜产品交货期对制造商、电商平台自营商产品定价以及收益的影响。结果表明,制造商的批发价与在线渠道的产品交货期呈负相关,产品定价与自身渠道的产品交货期也呈负相关;渠道的产品交货期对另一渠道的产品价格以及渠道利润有溢出效应;制造商在集中决策情况下更具优势,电商平台自营商则反之。

Pricing Strategy of Dual-Channel Supply Chain Under Delivery Time of Fresh Products

This paper studies a pricing problem of a two-channel supply chain consisting of a single manufacturer and a single e-commerce platform sellers. Considering the market where consumers are sensitive to the delivery time of fresh products, and from the perspective of decentralized decision making and centralized decision making, this paper analyzes the impact of delivery time of fresh products on the pricing and earnings of manufacturers, e-commerce platform proprietors. The results show that the wholesale price of the manufacturer is negatively correlated with the product delivery time of the proprietor of the e-commerce platform, and the pricing of products is also negatively related to the delivery time of products in their own channels. The product delivery time of the channel has spillover effect on the product price and profit of other channels. Manufacturers have more advantages in centralized decision making, whereas e-commerce platform operators are on the contrary.