【摘要】 为了提高生鲜供应链的运作效率,解决生鲜市场中的卖难买贵问题,构建了零售商自有配送中心的生鲜供应链一体化模型,采用损失规避的效用函数,运用动态博弈研究电子商务环境下,同时拥有实体和网络两种销售渠道的生鲜供应链的决策与合作问题,并针对实际中农户总是作为弱势的一方存在于生鲜供应链的状况,提出了由零售商入股,对生产商提供资金或技术支持的收益共享契约。通过比较分散系统和集中系统下供应链成员的订货、定价决策和收益水平,发现合作有利于提高收益,增加零售商的订货量。最后,进行了数值仿真,发现收益与实体门店规模因子成反比,而与虚拟门店规模因子成正比,说明了拓宽网络销售渠道的有效性。更多还原

【Abstract】 To improve the efficiency of the products supply chain and solve the problem of selling unsmoothly,we build model for an integrated fresh products supply chain in E-commerce.In this supply chain,the supplier is risk neutral,while the retailer is risk averse who uses both the physical store and virtual store to sell products.Loss-averse utility function and dynamic no-cooperative game theory are applied in the model.We focus on the optimal decisions and cooperation between the supply chain members and propose an improved revenue sharing contract in which the retailer provides supports of technique or fund.It compares the different optimal decisions and revenue between the centralized and decentralized system.The effectiveness of the contracts and sells model are demonstrated by numerical simulation.更多还原