基于F2F的生鲜电商三级供应链决策及协调研究

研究了直销模式下由生鲜产品生产商、第三方物流服务提供商(Third Party Logistics service provider，简称TPL)、电商平台构成的生鲜电商三级供应链最优决策以及协调契约设计问题，其中生鲜农产品的市场需求受网上直销价格、电商平台的服务水平、产品新鲜度影响。在农户对家庭农产品直销模式(Farm to Family，F2F)下，首先分析了生鲜农产品生产商、第三方物流服务提供商、电商平台的最优决策和最大利润。然后设计了返利收入共享联合契约以促进供应链的协调，研究结果表明当返利与收益共享比例满足一定条件时，供应链各方能达到共赢。最后，通过算例验证了合同的有效性，并分析了价格弹性系数、新鲜度弹性系数、服务水平弹性系数、产品保存成本系数、服务水平成本系数等参数对契约接受的影响。研究结果为家庭农产品直销经营模式下生鲜电商三级供应链决策及协调提供参考。

Decision Making and Coordination of Three-layer E-commerce Supply Chain Based on F2F

In order to study the optimal strategy and coordination of three-layer e-commerce supply chain based on F2F with the market demand affected by online retail price, service level of e-platform and freshness, a Stackelberg Game model consisting of a fresh product manufacturers, TPL(Third Party Logistics service provider) and e-platform is constructed to analyze the optimal decisions and maximum profits of all parties. Then the rebate and revenue sharing contract is designed to promote the coordination of the supply chain. The results show that when the rebate and revenue sharing ratio meet certain conditions, all parties in the supply chain can achieve a win-win situation. Finally, a numerical example is given to verify the effectiveness of the contract and to analyze the influence of parameters such as price elasticity coefficient, elasticity coefficient of freshness, elasticity coefficient of service level, product preservation cost coefficient, service level cost coefficient on contract acceptance. The research results can provide a reference for the decision-making and coordination of the three-level supply chain of fresh e-commerce under the direct selling mode of household agricultural products.