零售商主导的生鲜双渠道供应链协调契约研究

利用微分博弈方法,分析比较了在零售商主导的生鲜双渠道供应链中,双方在批发价契约和收益共享契约中的最优决策。研究结果表明,在批发价契约中,线上线下的销售价格、双方的保鲜投入分别与市场份额、交叉价格弹性之间存在一定的相关关系;在收益共享契约中,线上线下的销售价格有所下降,且分配比例存在一定的区间,使得双方的保鲜投入和利润均高于批发价契约中的最优水平,实现了供应链的帕累托改善。

Research on Fresh Products Dual-Channel Coordination Contract in Retailer Dominated Supply Chain

In a fresh products dual-channel supply chain dominated by retailer,this paper compares the optimal decisions of the two participants in the wholesale price contract and revenue sharing contract with differential game theory. Results show that in the wholesale price contract,there exists some correlations between market shares,cross price elasticity and the on-line and offline price,preservation investment of each side. In the revenue sharing contract,the online and offline price will decrease,and it also exists an optimal distribution proportion which can make the preservation investment and profits of each side surpass which in the wholesale price contract to realize the Pareto improvement of supply chain.