零售商主导下生鲜农产品供应链的定价策略对比研究

doi:10.16381/j.cnki.issn1003-207x.2015.12.014

中国管理科学 ›› 2015, Vol. 23 ›› Issue (12): 113-123.doi: 10.16381/j.cnki.issn1003-207x.2015.12.014

零售商主导下生鲜农产品供应链的定价策略对比研究

李琳, 范体军

华东理工大学商学院物流与供应链管理研究所, 上海 200237

收稿日期:2013-10-28 修回日期:2014-09-05 出版日期:2015-12-20 发布日期:2015-12-31
作者简介:李琳 (1982-),女(汉族),上海人,华东理工大学商学院管理科学与工程系副教授,管理学博士,研究方向:现代物流与供应链管理、生产运作管理.
基金资助:
国家自然科学基金资助项目(71202053,71431004,71202052);国家科技支撑计划项目(2013BAH11F00);中央高校基本科研业务费专项资金资助

Comparison and Analysis on Pricing Policies for Fresh Agricultural Produce Supply Chain with Dominant Retailer

LI Lin, FAN Ti-jun

Institute of Logistics & Supply Chain Management, School of Business, East China University of Science and Technology, Shanghai 200237, China

Received:2013-10-28 Revised:2014-09-05 Online:2015-12-20 Published:2015-12-31

摘要/Abstract

摘要： 运用RFID技术来监控与管理产品,零售商可以依据记录、传递的产品实时价值信息制定更为灵活的定价和订货策略,提升自身以及供应链的利润。针对生鲜农产品在价值损耗及消费者需求等方面进行特征分析,分别在固定定价、动态定价以及带有降价时点考虑的定价三种不同模式下,构建了单周期零售商的决策模型,得到各自的最优定价与订货策略,通过分析最优策略与关键参数之间的关系,发现:价值衰减系数越大,库存成本参数越大,三种模式下的总体零售价格都越小,价格的下调幅度越大;而两个参数对降价折扣时间点的影响却截然相反。进一步,着力在最优销售价格、订货总量与利润值三个方面对三种定价策略进行对比分析,结果显示基于RFID技术的灵活定价模式有助于零售商获取更大的市场需求量及更大的收益。数值实验进一步验证了理论研究的结果,为生鲜农产品供应链中对RFID技术的应用以及相应定价模式的选择提供了参考依据。

关键词: 生鲜农产品, 价值损耗, RFID技术, 定价策略

Abstract: Monitoring and control of time-sensitive perishable products can be facilitated by the application of radio frequency identification (RFID) technology, which enables retailer take more flexible pricing and ordering polices based on real-time data of product quality and values collected by RFID. Highly perishable nature and time-sensitive demand are considered as typical characteristics of fresh agricultural product. Under different pricing strategies including fixed pricing, dynamic pricing and pricing with markdown timing, the single-period pricing and ordering decision making models are developed, from which the optimal decisions are obtained. All the optimal retail prices in the above three strategies would be lower with the smaller value of parameters of value deteriorating rate and inventory cost. However, these two parameters exert the opposite effects on the time point of pricing reduction. In terms of optimal retail price, total demand, and optimal profit for retailer, the comparison and analysis of three pricing strategies are then studied, which shows promising benefits of applying the flexible pricing strategy with RFID technology. Finally, a numerical example is provided to support the ndings.

Key words: fresh agricultural product, value deterioration, RFID technology, pricing decision

中图分类号:

C931

李琳, 范体军. 零售商主导下生鲜农产品供应链的定价策略对比研究[J]. 中国管理科学, 2015, 23(12): 113-123.

LI Lin, FAN Ti-jun. Comparison and Analysis on Pricing Policies for Fresh Agricultural Produce Supply Chain with Dominant Retailer[J]. Chinese Journal of Management Science, 2015, 23(12): 113-123.

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零售商主导下生鲜农产品供应链的定价策略对比研究

Comparison and Analysis on Pricing Policies for Fresh Agricultural Produce Supply Chain with Dominant Retailer

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