摘要
生鲜厂商采用"线上""线下"两种销售渠道时,采用联合库存策略可以有效降低库存节约成本。考虑影响各渠道需求的各种因素和消费者的选择行为,建立了基于生鲜产品双渠道联合库存策略下的多周期产销最大收益模型。已知线下渠道销售价格,假设库存优先满足线下渠道销售,从生鲜厂商的角度给出了最优线上销售价格和最优生产量。算例表明,该策略下保质期短的生鲜农产品线上定价较高,选择线下自提取货的消费者比例越高则收益越大,需求不确定性增大则会使得利益受损,为生鲜产商通过双渠道销售生鲜农产品提供理论支持。
Adopting joint inventory strategy can efficiently save costs when fresh product manufacturers sell products through both on-line website and off-line supermarkets. Considering the factors affecting the de- mand for each channel and consumer choice behavior, a multi-cycle maximum gain model based on the joint inventory strategy was established. Supposing off-line consumers have the priority of inventory of fresh products and off-line price is certain, the optimal production strategy and on-line price are discussed in the perspective of fresh product manufactures. The example shows that fresh products with shorter shelf life have higher on-line price. Results indicate that the increase of rate of on-line consumers choosing fresh products in the off-line supermarket will bring the increase of profit while the increase of uncertainty of demand results in the profit decrease, which provides fresh agricultural product manufacturers with a solid theoretical support.
出处
《工业工程》
2015年第4期92-98,共7页
Industrial Engineering Journal
基金
上海市自然科学基金资助项目(12ZR1412800)
上海市教委科研创新项目(12YZ119)
关键词
双渠道
联合库存
生鲜产品
定价
电子商务
需求履约
dual channel
joint inventory
fresh product
pricing
e-commerce
demand fulfillment
