第 33卷 第 11期 控 制 与 决 策 Vol.33 No.11
2018年 11月 Control and Decision Nov. 2018
文章编号: 1001-0920(2018)11-2104-09 DOI: 10.13195/j.kzyjc.2017.0850
基于混合契约的生鲜电商供应链协调策略
白世贞, 谢 爽
†
(哈尔滨商业大学 管理学院,哈尔滨 150028)
摘 要: 考虑到生鲜电商平台销售过程中保鲜努力水平和促销努力水平对消费者需求的影响,构建保鲜努力水平
和促销努力水平共同影响下的消费者需求函数, 研究由单一生鲜供应商和单一生鲜电商平台构成的二级生鲜电
商供应链协调问题. 根据模型比较不同决策模式下的生鲜产品最优定价、最优保鲜努力水平、最优促销努力水平
和生鲜电商供应链成员收益等, 发现合作能够提升供应链成员的收益, 因此构建“收益共享-成本共担”的混合契
约协调供应链, 并讨论混合契约实施的条件. 研究结果表明: 混合契约对生鲜电商平台保鲜努力水平和促销努力
水平的提升具有正向影响;努力水平弹性系数对于努力水平存在不同程度的影响,在一定范围内,随着努力水平弹
性系数的增加, 成员收益也在不断增加, 当超过最优值后, 弹性系数的提升会造成成员收益受损. 最后采用算例验
证混合契约对于生鲜电商供应链协调的有效性.
关键词: 生鲜电商;供应链协调;消费者需求;保鲜努力水平;促销努力水平;混合契约
中图分类号: F323.7 文献标志码: A
E-commerce of fresh agricultural products supply chain coordination
based on compound contract
BAI Shi-zhen, XIE Shuang
†
(School of Management,Harbin University of Commerce,Harbin 150028,China)
Abstract: Considering the impact of the level of fresh-keeping effort and the level of promotional effort on consumer
demand in the process of selling fresh online, the consumer demand function is constructed under the common influence
of the level of fresh-keeping effort and the level of promotional effort. The coordination of two-layer E-commerce of fresh
agricultural products supply chain that consists of one fresh supplier and one fresh online platform is studied. According
to the model, the optimal pricing of products, optimal fresh-keeping effort level, optimal promotion effort level and the
profit of the supply chain members are compared with the different decision making. It is found that cooperation can
improve the profits of both parties. Therefore, a compound contract coordination supply chain with “revenue sharing-cost
sharing”is constructed, and the conditions for the implementation of compound contract coordination are also discussed.
The results show that, the compound contract for the fresh online platform has positive impacts on the improvement of
the level of fresh-keeping effort and the level of promotional effort, the effort level elasticity coefficients have different
effects on the two effort level. In a certain range, with the increase of the elastic coefficient of effort level, the member
income increases,when it is more than the optimal value, the increase of the elastic coefficient will cause member income
damaged. Finally, a numerical example is given to illustrate the effectiveness of the hybrid contract in supply chain
coordination of E-commerce of the fresh agricultural products supply chain.
Keywords: E-commerce of fresh agricultural products;supply chain coordination;consumer demand;level of fresh-
keeping effort;level of promotional effort;compound contract
0 引 言
自2011年起,生鲜产品电子商务迅速兴起,天猫、
京东、沱沱工社、顺丰优选等不同类型的生鲜电商平
台如雨后春笋般蓬勃发展. 2016 年, 双十一天猫生鲜
推出的“甄鲜全球”计划仅用10 h就打破了2015年的
双十一天猫生鲜销售额. 艾瑞咨询公司发布的数据
显示, 2016年我国生鲜电商整体交易金额达到 909亿
元,环比增长超过 80 %, 预测在 2017年整体交易规模
收稿日期: 2017-06-30;修回日期: 2017-11-26.
基金项目: 国家自然科学基金项目(71671054, 71371061).
责任编委: 樊治平.
作者简介: 白世贞 (1962−), 男, 教授, 博士生导师, 从事供应链金融等研究;谢爽 (1992−), 女, 硕士生, 从事物流与
供应链管理的研究.
†
通讯作者. E-mail: 18345063624@163.com