【作者】 张亮；

【导师】 何波；

【作者基本信息】 重庆大学 ， 管理科学与工程， 2019， 硕士

【摘要】 最近几年,在国家助力农业发展的背景下,生鲜农产品电商快速兴起,到2017年,生鲜电商市场规模达到1418亿元,比上年增长60%,发展势头迅猛。但在发展过程中,仍面临诸多问题。在生鲜农产品生产商销售产品时存在线上电商平台与传统线下分销两种方式选择,在生鲜电商平台销售方式内部也存在着生鲜农产品生产商入驻平台与不入驻平台方式的差别。并且冷链在生鲜供应链中作用愈发重要,冷链服务水平影响着产品流通损耗率,冷链运输价格影响着单位产品成本。在第三方冷链服务商参与决策的情况下,生鲜农产品生产商、冷链服务商与电商平台各自会如何进行决策,会对供应链总利润与社会福利造成何种影响?基于此本文从生鲜农产品生产商的视角出发,比较分析了不同生鲜农产品供应链结构间的差别,探讨在加入冷链服务商后对供应链各成员决策的影响以及对整体供应链与社会福利的影响。本文第一章主要介绍了论文的研究背景以及研究意义。第二章介绍了与生鲜农产品相关的概念与相关研究现状,并总结了梳理了与本文相关的文献资料,通过对相关文献的总结评述引出本文的研究价值。第三章重点研究了生鲜农产品线上电商平台代销与线下分销模式之间差别,研究了此时供应链各成员的决策情况以及此时的社会福利情况。第四章探讨了在电商平台模式内部,生鲜农产品生产商是否应该入驻电商平台的问题,分析了此时供应链各成员的决策情况以及供应链的总利润情况。第五章对全文的研究内容与研究成果进行归纳总结,并且提出了本文的研究展望。研究表明:在线上电商平台代销模式与传统线下分销模式中,当冷链服务商的服务水平外生时,只有市场规模大于一定阈值且生产商拥有一个有利的收益共享比例,生产商才会选择电商平台代销模式;而冷链服务水平内生时,只需市场规模大于一定阈值生产商就会选择电商平台代销模式。社会福利方面,如果市场规模比较小,那么分销模式会带来更多的社会福利,而市场规模较大时,电商平台代销则能带来更多的社会福利。在生产商是否入驻电商平台的研究中,在冷链运输价格外生的时,冷链服务商对两种模式提供了相同的服务水平,此时如果生产商设置一个合理的收益共享比例,那么生产商不入驻平台将会更有利于供应链总利润。在冷链运输价格内生的情况下,此时相比生产商入驻平台,供应链总利润仅在生产商不入驻平台时更高,且也会有更高的冷链服务水平。更多还原

【Abstract】 In recent years,under the background of governmental support for agricultural development,fresh agricultural products e-commerce has sprung up rapidly.By 2017,the market scale of fresh agricultural products e-commerce has reached 141.8 billion yuan,an increase of 60% over the previous year,with a rapid development momentum.But in the process of development,there are still many problems.There are two ways to choose between on-line e-commerce platform and traditional off-line distribution when fresh agricultural products manufacturers sell their products.There are also differences between on-line e-commerce platform and non-on-line platform for fresh agricultural products.And the cold chain plays an increasingly important role in the fresh supply chain.The level of cold chain service affects the loss rate of product circulation.The price of cold chain transportation also directly affects the unit product cost.With the addition of third-party cold chain service providers,how will the producers of fresh agricultural products,cold chain service providers and e-commerce platforms make decisions,and what will the total profit and social welfare of the supply chain be? From the perspective of fresh agricultural products producers,this paper compares and analyses the differences between different fresh agricultural products supply chain structures,and explores the impact of cold chain service providers on the decision-making of the members of the supply chain and on the overall supply chain.The first chapter of this paper mainly introduces the research background and significance of the paper.The second chapter introduces the concepts related to fresh agricultural products and related research status,and summarizes the literature related to this article,through the summary and review of the relevant literature,leads to the value of this study.Chapter 3 focuses on the differences between online and offline distribution modes of fresh agricultural products,and studies the decision-making situation of each member of the supply chain and the social welfare situation at this time.Chapter 4 discusses whether fresh agricultural producers should be stationed in e-commerce platform within the model of e-commerce platform,and analyses the decision-making situation of each member of the supply chain and the total profit situation of the supply chain at this time.The fifth chapter summarizes the research contents and achievements of this paper,and puts forward the research prospects of this paper.The research shows that in online e-commerce platform consignment mode and traditional offline distribution mode,when the product service level of cold chain service provider is exogenous,only when the market scale is large enough and the producer has a favorable revenue sharing ratio,the producer will choose the e-commerce platform consignment mode,while when the cold chain service level is endogenous,only a large-scale producer will choose the e-commerce platform consignment mode.In terms of social welfare,we find that if the market size is relatively small,the distribution model will bring more social welfare,while when the market size is large,the e-commerce platform can bring higher welfare.In the research of whether the producer should be stationed on the platform or not,in the case of exogenous cold chain transport price,the cold chain service providers provide the same level of service for the two modes.If the producer sets up a reasonable revenue sharing ratio,then the producer’s non-stationed on the platform will be more conducive to the total profit of the supply chain.However,when the price of cold chain transportation is endogenous,the total profit of supply chain is higher only when the producer does not enter the platform,and the level of cold chain service will be higher.更多还原