果蔬生鲜类农产品O2O、单一线上、单一线下3种运作模式的定价策略对比研究

发布时间：2018-01-09 04:24

本文关键词：果蔬生鲜类农产品O2O、单一线上、单一线下3种运作模式的定价策略对比研究　出处：《世界农业》2017年08期 　论文类型：期刊论文

【摘要】：在电商2.0时代,果蔬生鲜领域融入O2O运作模式可以为果蔬生鲜易腐品的电商发展提供:每笔交易可查、线下服务保证、线上支付便捷、价格双向同步等服务。针对果蔬生鲜农产品在价值损耗及消费需求等方面进行特征分析,分别在单一线上策略情况下、单一线下策略情况下、线上线下同价运作策略下,3种不同的运作模式,构建了单周期果蔬生鲜电商的决策模型,得到各自的最优定价和最优策略;通过分析最优价格与关键数值之间的关系,发现:果蔬生鲜价值衰减系数越快,库存成本参数越小,最优定价越低。O2O运作模式下,单位库存成本大于阈值时,所售果蔬生鲜的有效期越长,销售最优定价就越高;反之,定价越低。数值算例进一步验证了理论研究的成果,为果蔬生鲜O2O运作模式的同价策略以及相应的定价模式的选择提供参考依据。
[Abstract]:In the electricity supplier 2 times, fresh fruits and vegetables field into the O2O operation mode can be provided for fresh fruits and vegetables for perishable products: the development of the electricity supplier transaction record, line service, online payment is convenient, price two-way synchronization service. According to the analysis of fruit and vegetable fresh agricultural products in value loss and consumer demand, respectively in single line on the strategy, strategy of single line, the price of online and offline operation strategy under 3 different operation mode, constructs the decision model of single cycle and fresh electricity supplier, the optimal pricing and optimal strategy respectively; by analyzing the relationship between the optimal price, numerical and key FINDINGS: the value of attenuation of fresh fruits and vegetables the coefficient is fast, the inventory cost parameter is small, the lower the.O2O optimal pricing mode of operation, the unit inventory cost is larger than the threshold, the validity of the sale of fresh fruits and vegetables is long, the optimal set of sales The price is higher; on the contrary, the lower the pricing. A numerical example verifies the theoretical research results, provide a reference for the price of fresh fruits and vegetables O2O mode of operation strategy and select the appropriate pricing model.

【作者单位】：桂林电子科技大学商学院;
【基金】：2015年广西壮族自治区级大学生创新创业训练计划立项项目(201510595041)
【分类号】：F323.7;F724.6
【正文快照】： 2012年被中国多数企业视为生鲜电商发展的元年。2013年,生鲜电商交易规模达到130亿,同比增长221%,冷链宅配规模39亿,目前渗透率仍然不足1%,前景巨大。2014—2016年销售额分别为260亿、521亿和911亿元,随着电商运作模式的进步,冷链规模的扩大与成熟,成本会逐渐下降。电商企业普

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