线下体验服务和保鲜努力双重因素下生鲜电商供应链决策与协调研究

线下体验服务和保鲜努力投入是影响生鲜电商供应链绩效水平的关键因素。同时考虑线下体验服务和保鲜努力水平，构建生鲜电商供应链决策模型，对集中决策和分散决策下供应链绩效进行比较，在此基础上，设计“双向成本分摊”和“双向成本分摊+收益共享”契约，并验证契约协调的可行性。通过数值仿真，对供应链协调前后最优决策变化以及参数灵敏度影响进行分析。研究发现：1)集中决策、分散决策最优解均与体验服务敏感系数、新鲜度敏感系数呈正相关关系，且集中决策最优解优于分散决策；2)“双向成本分摊”契约可使得体验服务和保鲜努力均达到集中决策水平，但供应链总利润未得到改善；“双向成本分摊+收益共享”契约实现了供应链完美协调，各主体利润均得到帕累托改善。

Research on Decision-making and Coordination of Fresh E-commerce Supply Chain Under the Dual Factors of Offline Experience Service and Fresh-keeping Efforts

Using the game theory method and considering the existence of dual factors of offline experience service and fresh-keeping efforts, a study was conducted on a two-level fresh e-commerce supply chain composed of agricultural product suppliers and e-commerce platform. And the optimal decision of each member of fresh e-commerce supply chain under centralized decision and decentralized decision was obtained. The analysis results show that the optimal solution of centralized decision-making is better than decentralized decision-making, and the optimal target value of the supply chain under the two modes is directly proportional to the experience service sensitivity coefficient and freshness sensitivity coefficient, indicating that improving the offline service level and fresh-keeping efforts is the key to improving the performance of the supply chain. By proposing a "two-way cost sharing" contract, the experience service and preservation efforts can reach the centralized decision-making level, but the total profit of the supply chain has not been improved. On this basis, by proposing the contract of "two-way cost sharing + revenue sharing", the perfect coordination and Pareto improvement of supply chain are realized. And the validity of the contract is verified by a numerical analysis.