保鲜影响消费者选择的鲜活农产品供应链订货与定价决策研究

In terms of the perishability of the fresh and live agriculture product, it is imperative to ensure the freshness-keeping for product in the distribution and sales channels. However, customers’ preferences are generally heterogeneous, which makes the freshness-keeping definitely have an impact on the consumer choice and market demand. Hence, it is quite crucial for firms to make decisions on optimal input for freshness-keeping, ordering and pricing. So far, the study related to these issues is still in the initial stage and there has not a systematic solution yet. Also, several key issues remain to be solved. Therefore, considering the interaction between the freshness-keeping and customer choice, we intend to study several issues as ordering and pricing decisions for fresh and live agriculture product supply chain when the retailer’s freshness-keeping and the displayed inventory on the shelves influence customer choice; ordering and pricing decisions for fresh and live agriculture product supply chain when the retailer’s freshness-keeping influences consumer intertemporal choice and consumer choice shift; ordering and pricing decisions for fresh and live agriculture product supply chain when supplier’s preservation risk preference and hyper-preservation influence customer choice; ordering and coordinated pricing decisions for fresh and live agriculture product supply chain when the supplier’s freshness-keeping influences customer choice. By studying these issues, a set of relatively systematic technical methods and solutions will be formed, and applied research of models, methodologies and strategies will be carried out.

鲜活农产品具有易腐性，在流通销售渠道对鲜活农产品保鲜势在必行，但由于市场上存在不同类型的消费者偏好，对鲜活农产品的保鲜必然会影响到消费者的选择行为和最终的市场需求，因此如何制定企业的最优的保鲜投入和对应的订货与定价决策也就极为重要。目前国内外关于该问题的研究还处于初步探索阶段，尚未形成较为系统的解决方案，一些关键问题尚未得到解决。鉴于此，本项目拟针对企业保鲜行为和消费者选择行为相互影响所产生的一些重点难点问题，研究零售商保鲜与展示量影响消费者选择的鲜活农产品供应链订货与定价决策、零售商保鲜影响消费者跨期选择和转移选择的鲜活农产品供应链订货与定价决策、供应商保鲜风险偏好和过度保鲜行为影响消费者选择的鲜活农产品供应链订货与定价决策，供应商保鲜影响消费者选择的鲜活农产品供应链订货与协调定价决策，形成一套较为系统的技术方法和解决方案，并进行上述模型、方法和策略的应用研究。

针对鲜活农产品的保鲜处理对消费者的购买选择产生影响的销售特征，开展保鲜影响消费者选择下鲜活农产品供应链订货与定价决策研究。根据项目计划书的要求，完成了零售商保鲜影响消费者跨期选择的鲜活农产品供应链订货与动态定价决策研究、零售商保鲜和产品展示量影响消费者选择的鲜活农产品供应链订货与定价决策研究以及基于鲜活农产品生产者利益保障的鲜活农产品供应链协调研究；并结合“互联网+”环境对消费者以及鲜活农产品供应链企业带来的影响，完成了鲜活农产品供应链企业“互联网+”转型策略与“互联网+”鲜活农产品供应链结构提炼等内容的研究，建立了一套较为系统的考虑消费者选择的鲜活农产品供应链订货与定价决策的理论、方法和技术体系。通过上述研究，目前实际完成学术论文7篇，其中2篇已经在《运筹与管理》、《农业经济问题》等国家自然科学基金委管理科学部A类重要期刊上发表，以部分研究成果和结论为基础在重庆大学出版社出版专著1部。基本完成了项目计划书规定的研究内容，部分实现了预期的研究目标和研究成果，并为后续开展相关深入研究奠定了较好的基础。