电子商务背景下农产品双渠道供应链订货策略研究

发布时间：2018-03-25 07:14

本文选题：电子商务　切入点：双渠道　出处：《重庆交通大学》2017年硕士论文

【摘要】：为了满足消费者需求多样化,也为了进一步扩大市场份额,越来越多的涉农企业进入电商领域,在传统销售渠道的基础上,开通网络直销渠道,形成了线上与线下共存的农产品双渠道供应链。由于农产品的市场需求受到产品新鲜度、零售价格等影响而呈现出较大波动性,在双渠道环境下,需求还会因为消费者渠道偏好选择以及渠道间的竞争等受到影响;同时农业生产因为天气、季节变化等不可控因素的影响也表现出不确定性,使得农产品订货面临供需双重不确定的难题。以电子商务背景下农产品双渠道供应链订货问题作为研究对象。首先针对供应充足但需求随机的情况,引入农产品变质率与新鲜度,在考虑渠道价格竞争的前提下,对基本变质库存模型进行了拓展,结合供应链优化理论,构建了以最优订货量为决策变量的随机需求下的双渠道供应链订货模型,并对相关结论以及解的存在和唯一性进行了论证;然后在前文基础上,考虑了需求与供应均随机的情况,并在原供应链结构中引入了一个期权供应商,继而形成双源供应模式。结合前文研究成果与理论,在考虑新鲜度与变质率等需求影响因子的前提下,同时为了分析期权契约对订货策略所带来的影响,分别针对不考虑期权供应商与考虑期权供应商两种情况,构建了随机供需下的双渠道供应链订货模型,并对引入期权的影响进行了对比分析。研究结果表明:随机需求情况下,在零售价和变质率确定时,双渠道零售商的订货量与订货周期成正比关系;考虑农产品新鲜度影响的最优订货量要少于不考虑新鲜度影响的订货量。随机供需情况下,考虑期权时的最大期望利润随订货周期变化幅度要明显小于不考虑期权情况下的利润变化幅度,期权契约可以在一定程度上缓解供需失衡问题;考虑期权情形下,农产品最优产品订货量与变质率成反比关系,最优期权订货量与变质率成正比关系。因此,双渠道零售商制定订货策略时,在考虑产品零售价格、变质率、新鲜度等因素的同时,可以酌情购买一定期权产品,这样能在一定程度上降低运营风险,减少供需失衡带来的成本损失。
[Abstract]:In order to meet the diversification of consumer demand and to further expand the market share, more and more agribusiness enterprises have entered the field of e-commerce, and on the basis of traditional sales channels, they have opened direct marketing channels on the network. A dual supply chain of agricultural products coexisting online and offline is formed. Because the market demand of agricultural products is affected by the freshness of products and retail prices, there is great volatility in the dual channel environment. Demand will also be affected by consumers' preference for channels and competition among channels, and agricultural production will also show uncertainty because of uncontrollable factors such as weather, seasonal changes, etc. It makes the agricultural product order face the double uncertain problem of supply and demand. In the background of electronic commerce, the supply chain ordering problem of agricultural products with dual channels is taken as the research object. First of all, the supply is sufficient but the demand is random. By introducing the deterioration rate and freshness of agricultural products and considering the competition of channel price, the basic deteriorating inventory model is extended, and the supply chain optimization theory is combined. In this paper, a two-channel supply chain ordering model with the optimal order quantity as a decision variable is constructed, and the existence and uniqueness of the relevant conclusions and solutions are demonstrated. Considering the randomness of both demand and supply, an option supplier is introduced into the original supply chain structure, and then a dual-source supply mode is formed. On the premise of considering the demand influence factors such as freshness and deterioration rate, and in order to analyze the influence of option contract on order strategy, we consider the option supplier and the option supplier respectively. A two-channel supply chain ordering model with random supply and demand is constructed, and the influence of option is compared. The results show that under the condition of random demand, when the retail price and deterioration rate are determined, The order quantity of double-channel retailer is proportional to the order period, and the optimal order quantity considering the freshness of agricultural products is less than that without the freshness effect. In the case of random supply and demand, The maximum expected profit with option is obviously smaller than that without option, and the option contract can alleviate the imbalance between supply and demand to some extent. The optimal order quantity of agricultural products is inversely proportional to the deterioration rate, and the optimal option order quantity is proportional to the deterioration rate. At the same time of freshness and other factors, we can buy a certain option product at the same time, which can reduce the operational risk to a certain extent and reduce the cost loss caused by the imbalance between supply and demand.
【学位授予单位】：重庆交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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