摘要
有别于传统农产品供应链中质量和价格同时影响市场需求的作用机制,生鲜电商供应链中商品质量首先影响电商定价,市场再根据定价水平确定需求规模。在此基础上,研究基于网购促销背景,分别构建了无促销情形和网购促销下生鲜电商供应链集中决策模型,求解了两种情况下生鲜商品的最优定价、最优供应及最优质量,重点探讨了生鲜电商供应链网购促销策略的影响。研究表明,存在最优的生鲜商品网购促销策略,在激励消费者购买、提升市场规模的同时,对生鲜电商供应链的高效运作也能产生一定的积极影响。
Different from the action mechanism in the traditional agricultural supply chain where both quality and price affect market demand,the quality of goods in the fresh e-commerce supply chain first affects e-commerce pricing,and then the market determines the demand scale according to the pricing level.On this basis,based on the background of online shopping promotion,the paper builds the centralized decision model of fresh electricity supply chain under the situation of no sales promotion and online shopping promotion respectively,solving the optimal pricing,optimal supply and optimal quality of fresh goods under the two situations,and then focuses on the impact of online shopping promotion strategy of fresh electricity supply chain.Research shows that there is an optimal fresh goods online shopping promotion strategy,which can stimulate consumers to buy and improve the market size,and also have a positive impact on the operation efficient of the fresh e-commerce supply chain.
作者
嵇雅楠
JI Yanan(Inner Mongolia Open University,Hohhot 010020,China)
出处
《物流科技》
2022年第2期140-144,共5页
Logistics Sci-Tech
基金
内蒙古开放大学教师“1+1”能力提升计划项目。
关键词
生鲜电商供应链
网购促销
定价策略
fresh agricultural products e-commerce supply chain
online promotion
pricing strategy
