考虑零售商保鲜和消费者效用的生鲜农产品供应链协调

doi:10.12005/orms.2015.0157

运筹与管理 ›› 2015, Vol. 24 ›› Issue (5): 44-51.DOI: 10.12005/orms.2015.0157

考虑零售商保鲜和消费者效用的生鲜农产品供应链协调

王磊¹,但斌^1,2

1.重庆大学经济与工商管理学院,重庆400030;
2.重庆大学现代物流重庆市重点实验室,重庆400030

收稿日期:2012-10-31 出版日期:2015-10-12
作者简介:王磊(1983-),男,重庆人,博士研究生,研究方向:物流与供应链管理。
基金资助:
国家自然科学基金资助项目(70972056,71272086,71402152)

Coordination of Fresh Agricultural Supply Chain Considering Retailer’s
Freshness-keeping and Consumer Utility

WANG Lei¹, DAN Bin^1,2

1.School of Economics and Business Administration, Chongqing University, Chongqing 400030, China;
2.Chongqing Key Laboratory of Logistics at Chongqing University, Chongqing 400030, China

Received:2012-10-31 Online:2015-10-12

摘要/Abstract

摘要： 针对消费者对生鲜农产品新鲜度要求更高但零售商单独保鲜能力有限的问题,从提高消费效用角度出发,构建了受生鲜农产品新鲜度和价格影响的消费者时变效用函数,建立了由零售商和供应商组成的两级生鲜农产品供应链利润模型,采用Stackberg博弈方法分析了分散式决策下供应商的最优保鲜努力和零售商的最优定价,并同集中式决策下供应链系统的最优决策进行比较。由于分散式决策下零售商的保鲜努力较小,因此给出了能够实现生鲜农产品供应链协调的“保鲜成本分担+收益共享”契约。在此基础上,以同时实现供应链协调和提高消费者整体效用为目标,进一步确定了协调契约所在的区间范围。最后通过算例证明了协调契约的有效性。

关键词: 生鲜农产品, 供应链协调, 消费者效用, 保鲜努力

Abstract: According to the fact that the retailer’s freshness-keeping effort is limited while the consumer requires more freshness of the agricultural product, from the perspective of enhancing the consumer utility, a time-varying consumer utility function influenced by the freshness and price of the agricultures product is developed. A profit model for a two-stage fresh agricultural product supply chain consists of a retailer and a supplier is built. By employing Stackelberg game, the supplier’s optimal preservation efforts and the retailer’s optimal pricing are analyzed under decentralized setting and compared with centralized setting. Because the the retailer’s preservation effort is lower in the decentralized setting, a “preservation cost & revenue sharing” contract is designed to ensure fresh agricultural product supply chain coordination and a “win-win” situation between supply chain members. Then the interval range of contract is determined to both coordinate the fresh agricultural product supplychain and enhance consumer utility. Finally, the numerical examples show that the contract is effective.

Key words: fresh agricultural product, supply chain coordination, consumer utility, freshness-keeping effort

中图分类号:

F253.4

王磊,但斌. 考虑零售商保鲜和消费者效用的生鲜农产品供应链协调[J]. 运筹与管理, 2015, 24(5): 44-51.

WANG Lei, DAN Bin. Coordination of Fresh Agricultural Supply Chain Considering Retailer’s
Freshness-keeping and Consumer Utility[J]. Operations Research and Management Science, 2015, 24(5): 44-51.

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考虑零售商保鲜和消费者效用的生鲜农产品供应链协调

Coordination of Fresh Agricultural Supply Chain Considering Retailer’s
Freshness-keeping and Consumer Utility

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考虑零售商保鲜和消费者效用的生鲜农产品供应链协调

Coordination of Fresh Agricultural Supply Chain Considering Retailer’s Freshness-keeping and Consumer Utility

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Coordination of Fresh Agricultural Supply Chain Considering Retailer’s
Freshness-keeping and Consumer Utility