生鲜农产品双渠道供应链协调机理研究

发布时间：2018-05-16 15:18

本文选题：生鲜农产品 + 双渠道　；参考：《云南财经大学》2017年硕士论文

【摘要】：趁着电子商务火热势头,越来越多的生鲜农产品企业纷纷增设线上直销渠道,迅速发展起来,发展双渠道销售模式,这样便使得传统的线下零售商与线上供应商不再只是上下游的关系,还存在着竞争关系,虽然在一定范围内的竞争能够使得交易市场向积极方面发展,但是在缺乏有效管制的情况下,随之发生渠道冲突,引起整个供应链系统利润下滑。通过分析生鲜农产品双渠道供应链的运营模式,然后采取措施协调双渠道之间的冲突,本文将从这一方面展开研究,得出结论。首先,通过大量文献阅读总结,充分了解有关于生鲜农产品双渠道供应链发展现状,总结双渠道的流通模式、冲突类型、为何产生冲突和如何设计契约理论协调冲突。其次,通过博弈理论针对生鲜农产品双渠道供应链构建相关模型。一开始对生鲜农产品双渠道供应链协调模型简单描述,并根据其特殊性假设参数,然后构建无任何契约协调的基础下集中模式和分散模式模型,并通过分析得出结论。然后采用价格折扣契约和收益共享契约构建模型,进行分析,使生鲜农产品双渠道供应链消除冲突得到协调,并得出相关结论,在使用价格折扣契约协调的条件下,还引入了转移支付机制。然后,通过调查的数据与文献的参数设置,结合本文研究特点,确定参数值,进行数值分析,验证模型的可行性。同时通过MATLAB7.0计算和作图进行分析影响生鲜农产品双渠道供应链利润的价格折扣率、新鲜度和市场份额等决策变量。最后,归纳总结了本文研究的结论,同时发现不足,确定未来的研究方向。综上分析,得出在无任何契约的情况下,生鲜农产品双渠道供应链各参与者集中决策情况下所获得利润高于分散决策,因此采用协调契约使分散决策下利润最优。分析发现,价格折扣和收益共享契约都能够起到协调生鲜农产品双渠道供应链的作用,但是价格折扣需采取转移支付机制,才能够促使供应链和零售商接受价格折扣契约,使得利润最优,收益共享契约需采取合理的收益共享系数,否则仍无法协调供应链。通过决策变量的影响分析,可以得到通过提高价格折扣率,能够增大供应链各参与者的利润,新鲜度也一样,随着新鲜度增大,供应链的利润也随之增加,市场份额也能影响生鲜农产品双渠道供应链各参与者利润,供给商和零售商两者都会争取更大市场份额,使自身利润最优化。
[Abstract]:Taking advantage of the momentum of e-commerce, more and more enterprises of fresh agricultural products have added online direct marketing channels, developed rapidly, and developed a dual-channel sales model. In this way, the traditional offline retailers and online suppliers are not only upstream and downstream, but also competitive, although the competition in a certain range can make the trading market develop in a positive way. However, in the absence of effective regulation, channel conflicts occur, which leads to the decline of profit in the whole supply chain system. By analyzing the operation mode of the supply chain of fresh agricultural products, and then taking measures to coordinate the conflict between the two channels, this paper will carry out a study from this aspect and draw a conclusion. First of all, through a large number of literature review and summary, we fully understand the current situation of supply chain development of fresh agricultural products, summarize the circulation model, conflict types, why conflicts and how to design contract theory to coordinate conflicts. Secondly, the game theory is used to build the relevant model for the supply chain of fresh agricultural products. At first, the coordination model of supply chain for fresh agricultural products is described simply, and then the centralized model and decentralized model without any contract coordination are constructed according to its special hypothetical parameters, and the conclusion is drawn through analysis. Then we use the price discount contract and the revenue sharing contract to build a model to analyze the coordination of the conflict elimination in the supply chain of fresh agricultural products, and draw the relevant conclusions, under the condition of price discount contract coordination. The transfer payment mechanism is also introduced. Then, through the data of the investigation and the parameter setting of the literature, combined with the characteristics of this paper, the value of the parameters is determined, the numerical analysis is carried out, and the feasibility of the model is verified. At the same time, through MATLAB7.0 calculation and mapping, the decision variables such as price discount rate, freshness and market share, which affect the profit of supply chain of fresh agricultural products are analyzed. At last, the conclusion of this paper is summarized, and the deficiency is found at the same time, and the future research direction is determined. Based on the above analysis, it is concluded that in the case of no contract, the profit of the participants in the dual-channel supply chain of fresh agricultural products is higher than that of the decentralized decision in the case of centralized decision, so the coordination contract is used to make the profit optimal under the decentralized decision. It is found that both the price discount and the revenue sharing contract can coordinate the supply chain of fresh agricultural products, but the price discount needs to adopt the transfer payment mechanism in order to promote the supply chain and the retailer to accept the price discount contract. In order to make the profit optimal, the revenue sharing contract should adopt the reasonable revenue sharing coefficient, otherwise it can not coordinate the supply chain. Through the analysis of the influence of decision variables, we can get that by increasing the discount rate of price, we can increase the profit of each participant in the supply chain, and the freshness is the same. With the increase of freshness, the profit of the supply chain also increases. Market share can also affect the profit of all participants in the supply chain of fresh agricultural products. Both suppliers and retailers will strive for a larger market share to optimize their own profits.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7

【相似文献】