管理评论

管理评论 ›› 2024, Vol. 36 ›› Issue (4): 233-246.

• 物流与供应链管理 • 上一篇    

考虑保鲜努力的生鲜农产品供应链运作绩效比较：基于O2O集聚VS.传统电商

张新香1, 张子颖2   

  1. 1. 中南财经政法大学信息工程学院, 武汉 430073;
    2. 浙江大学管理学院, 杭州 310058
  • 收稿日期:2022-01-18 发布日期:2024-05-21
  • 作者简介:张新香，中南财经政法大学信息工程学院教授，博士生导师，博士;张子颖，浙江大学管理学院博士研究生。
  • 基金资助:
    教育部人文社会科学规划基金项目（23YJAZH204）;国家社会科学基金项目（16BGL192）;中南财经政法大学中央高校基本科研业务费专项基金项目（2722022EK069）

Operational Performance Comparison of Agro-food Supply Chains Considering Fresh-keeping Efforts: Agglomeration Model Based on O2O Commerce vs. Traditional E-commerce

Zhang Xinxiang1, Zhang Ziying2   

  1. 1. School of Information Engineering, Zhongnan University of Economics and Law, Wuhan 430073;
    2. School of Management, Zhejiang University, Hangzhou 310058
  • Received:2022-01-18 Published:2024-05-21

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摘要： 针对传统电商中生鲜农产品供应链运作绩效不理想的现状，提出基于O2O集聚的新型生鲜电商供应链模式。在构建生鲜农产品新鲜度衰退函数基础上，为集聚模式设计考虑保鲜努力和线下体验水平的供应链决策模型，进而与基于时变效用函数的传统电商决策模型展开对比。结果表明：无论是集中决策还是分散决策，集聚模式下的生鲜农产品价格、销售量、保鲜努力水平、供应链全利润均会表现更优。数值算例结果验证了理论分析结论，也进一步证明了新鲜度敏感系数、新鲜度衰减系数和线下体验水平系数正向作用集聚模式下的供应链运作绩效优势，价格敏感系数和集聚发起人提成却表现出负向影响。基于研究发现，从供给侧为优化生鲜农产品电商供应链提供了相应的策略参考。

关键词: 生鲜农产品, 保鲜努力, 供应链绩效, O2O, 传统电商

Abstract: Considering that the current operational performance of agro-food supply chains is poor, this paper proposes an agglomeration model based on O2O e-commerce. On the basis of a freshness decline function, a supply chain decision model considering fresh-keeping efforts and offline experience level is constructed for the agglomeration model and then is compared with the traditional e-commerce decision model based on time-varying customer utility function. The results show that the agglomeration model has a better performance than the traditional e-commerce model in terms of selling price, sales volume, fresh-keeping effort and overall profit. If the freshness declines rapidly and consumers are sensitive to the freshness or offline experience, the performance advantage of the agglomeration supply chain will increase. On the contrary, if consumers are sensitive to the price of fresh agricultural products, or the promoters ask for higher commissions, the performance advantage will decrease. Further, the numerical simulation results prove our theoretical results. In the end, some suggestions for platform enterprises, farms and other stakeholders are proposed to develop more efficient agro-food supply chains.

Key words: fresh agro-food, fresh-keeping efforts, supply chain performance, O2O, traditional e-commerce