摘要
在直播电商深度赋能实体经济、助推企业数字化转型、促进新型消费的过程中,传统的农产品供应链转变成为农产品直播电商供应链,从而满足了消费者对农产品质量的差异化需求,农产品分级任务可以由供应商或零售商提供,供应商与不同主播合作时的权利结构差异会影响供应链决策。通过建立Stackelberg博弈模型,研究由不同的权利结构和农产品分级模式构成的4种决策模型对供应链各主体利润的影响,运用两部定价契约对4种决策模型的结果进行供应链协调。研究发现:第一,在供应商主导且零售商分级时,供应链总利润实现最大化。第二,拥有合作主导权的同时主动承担农产品分级任务,能够获得最大收益,即供应商主导且分级时供应商利润实现最大,零售商主导且分级时零售商利润实现最大。第三,权利结构差异是影响零售商直播营销努力水平的重要因素。第四,两部定价契约可以实现供应链协调,且通过数值仿真对结论进行了验证。
As live e-commerce deeply empowers the real economy,promotes the digital transformation of enterprises,and fosters new types of consumption,the traditional agricultural product supply chain has evolved into a live e-commerce supply chain for agricultural products, thereby meeting consumers′ differentiated demands for product quality. The grading task of agricultural products can be provided by suppliers or retailers, and the power structure differences when suppliers collaborate with different live streamers can affect supply chain decisions. By establishing a Stackelberg game model, this study examines the impact of 4 decision models , constituted by different power structures and agricultural product grading patterns, on the profits of various supply chain entities, and applies a two-part tariff contract to coordinate the outcomes of these 4 decision models. The study finds that: First, when the supplier leads and the retailer grades, the total supply chain profit is maximized. Second, holding the cooperation leadership and actively undertaking the grading task of agricultural products can maximize its own profit. That is, when the supplier leads and grades, the supplier′s profit is maximized;when the retailer leads and grades, the retailer′s profit is maximized. Third, the difference in power structure is an important factor affecting the level of retail live marketing effort. Fourth, a two-part tariff contract can achieve supply chain coordination, and the conclusions were verified through numerical simulation.
作者
肖慧霞
肖开红
XIAO Huixia;XIAO Kaihong(School of Economics and Management,Shangqiu Normal University,Shangqiu 476000,China;School of Management,Henan University of Technology,Zhengzhou 450001,China)
出处
《河南工业大学学报（社会科学版）》
2024年第5期89-101,107,共14页
Journal of Henan University of Technology:Social Science Edition
基金
国家社会科学基金项目(21BGL239)。
关键词
权利结构
直播电商供应链
农产品分级
两部定价契约
power structure
live e-commerce supply chain
agricultural product grading
two-part tariff contract
