关键词: 生鲜供应链, 撇脂定价, 渗透定价

Abstract: The paper studies the sales model selection and pricing strategy of the fresh food supply chain composed of one supplier and one retailer under pre-sale, including two sales models of decentralization and concentration, and two pricing strategies of skimming and penetration. The results show that when online consumers have a low preference for physical channels, both decentralized and centralized models will choose skimming pricing, and otherwise they will choose penetration pricing. Under the skimming pricing strategy, retailers in the centralized model can occupy a larger market by adjusting the prices of the two channels and obtain higher profits than in the decentralized model. In the decentralized model, there will be competition between the two downstream retailers, so in order to gain a competitive advantage, the product under this model will be sold at a low price. Compared with the channel model, it can be seen that when the proportion of online consumers is small, or the proportion of online consumers is large, and their preference for physical retailing is small, the suppliers can obtain higher profits under the decentralized sales model. Otherwise, the centralized sales model is more beneficial to suppliers. However, for retailers, the decentralized sales model is more conducive to physical retailing, while the centralized sales model is more conducive to online retailing.

Key words: fresh supply chain, skimming pricing, penetration pricing