保鲜投入影响需求的社区生鲜O2O模式选择与协调研究

在由一个生鲜电商和社区零售店组成的生鲜O2O供应链中，生鲜电商可选择批发模式或佣金模式与社区零售店进行合作。本文考虑价格、保鲜投入水平和增值服务水平影响生鲜农产品需求，分别构建批发模式与佣金模式下的供应链博弈模型，分析了不同模式下新鲜度敏感系数对供应链最优决策的影响，探究了生鲜电商的最优合作模式选择问题。针对生鲜电商和零售店可实现合作模式改善的情形，设计了转移支付契约，分析了合作模式改善对定价、服务和保鲜策略的影响。研究表明，当佣金率低于(高于)1/2时，若保鲜效率较低，生鲜电商选择佣金(批发)模式，若保鲜效率较高，生鲜电商选择批发(佣金)模式。当保鲜效率很低且服务效率相对较高时，零售店总是更偏好佣金模式，但其要求的佣金率不宜过高，否则生鲜电商会选择对其次优的批发模式。当保鲜效率和服务效率都较低时，合作模式的改善不仅能实现供应链成员利润改善，还可以使消费者以低价买到优质的生鲜农产品，增加消费者剩余。

Sales Mode Selection and Coordination for an O2O Fresh Produce Supply Chain when Freshness-Keeping Effort Affecting Demand

With the rapid development of e-commerce and the increasing demand of residents for online purchase of fresh products, fresh e-commerce platforms have developed rapidly in recent years. The fresh e-commerce platform provides value-added service to promote the online sales of fresh produce. At the same time, many fresh e-commerce platforms have cooperated with offline retailers to complete the last mile delivery of fresh produce, which forming an O2O fresh products supply chain with “purchase online, distribute offline”. There are two sales modes between the fresh e-commerce platform and the offline retailer, wholesale mode and commission mode, respectively. Different sales modes may cause differences in the pricing, value-added service, and freshness-keeping effort, thereby affecting the profits of fresh e-commerce platform and the retailer. Moreover, the cooperation mode chosen by the fresh e-commerce may not be the most beneficial to the supply chain, and may reduce the supply chain performance. To solve this problem, we study the problem of the sales mode selection and coordination of the O2O fresh supply chain considering freshness-keeping effort and value-added service.