基于顾客分类的生鲜农产品二次补货策略

零售商为弥补生鲜农产品新鲜度降低造成的顾客流失,选择在单销售期内二次补货,将新鲜产品和初始订货的非新鲜产品同时销售。但二次补货的新鲜产品会对初始订货产品形成需求挤兑。将顾客划分为三种类型:只购买新鲜产品、只够买折扣产品和两种产品都愿意购买,引入需求挤兑因子的概念,讨论了不同顾客类型下需求挤兑效应对零售商订货决策和利润的影响,并与单次订货策略做比较。结论表明,随着顾客对产品品质和新鲜度要求不断提高,二次补货策略能有效降低订货总量,提升零售商利润水平;不但优化了经济效益,更具有减少产品损耗和节约社会资源、增加消费者福利水平的社会效益。

The Second-replenishment Policy for Fresh Agricultural Product Under Customer Classification

In order to make up for customer loss resulting from the freshness reduction of product, retailers select the second-replenishment policy during a single sale period, in which fresh product and original product are on sale at the same time.However, the fresh product will cannibalize a part of demand for the original one.In this study, customers are divided into three types: fresh product only, price discount only and those without preference. The conception of demand cannibalization coefficient is introduced, how demand cannibalization affects retailers' ordering decision and profit under different customer classification is discussed, and the traditional single-order policy is used as a comparison.Conclusion proves that, since customers focus more attention on product’s quality such as freshness, the second-replenishment policy is able to effectively cut down retailers’ ordering quantity and improve their profit; it has not only economic benefits but also social effects, such as lowing down product loss, saving public resources and enriching customers’ consuming experiences.