生鲜农产品供应链全渠道运营模式分析

doi:10.3969/j.issn.1007-7375.2019.06.010

工业工程 ›› 2019, Vol. 22 ›› Issue (6): 74-79,109.doi: 10.3969/j.issn.1007-7375.2019.06.010

生鲜农产品供应链全渠道运营模式分析

王虹¹, 孙玉玲²

1. 南京林业大学经济管理学院, 江苏南京 210037;
2. 南京工业大学经济与管理学院, 江苏南京 211800

收稿日期:2019-02-17 发布日期:2019-12-24
作者简介:王虹(1981-),女,山东省人,副教授,博士,主要研究方向为供应链渠道管理
基金资助:
国家自然科学青年基金项目（71301073）；国家社会科学基金重点项目（18AGL001）；江苏省教育厅高校哲学社会科学研究基金项目（2018SJA0138）；南京工业大学社科创新团队项目（SKTD2017001）

A Study of the Omni-channel Operational Mode of Fresh Agricultural Products Supply Chain

WANG Hong¹, SUN Yuling²

1. School of Economics and Management, Nanjing Forestry University, Nanjing 210037, China;
2. School of Economics and Management, Nanjing Tech University, Nanjing 211800, China

Received:2019-02-17 Published:2019-12-24

摘要/Abstract

摘要： 为提高生鲜农产品流通效率，增加农户收入，对“互联网+”背景下生鲜农产品供应链的全渠道零售模式进行系统分析。以合作社和超市组成的“农超对接”式供应链为研究对象，基于消费者效用理论获得渠道需求，探讨由超市自营电商平台和超市提供平台服务并与合作社分成两种渠道运营模式下各决策变量，以及合作社、超市和系统总体收益的变化，借助数值分析进行研究。结果表明，合作社通过超市实体和超市的电商平台销售生鲜农产品，超市分享一定比例的合作社在平台获得的收益。这种渠道模式对合作社、超市和供应链系统而言都是较优的选择。

关键词: 全渠道零售, 生鲜农产品, 供应链, 农超对接, 线上线下

Abstract: Omni-channel retailing of fresh agricultural products supply chain in "Internet Plus" was analyzed to improve the efficiency of fresh agricultural products distribution and increase the income of the farmer. For "farmer-supermarket direct purchase" supply chain with an agricultural cooperative and a supermarket, the channel demand function was obtained based on customers' utility. The decisions and the profit of the cooperative, the supermarket and the system were analyzed in two operational modes which are self-sale E-commerce platform and cooperation sharing the income. Through a numerical analysis, the results show that the cooperative sells fresh agricultural products through the supermarket and the E-commerce platform. Meanwhile, the supermarket shares a percentage of cooperative's income on the platform. This channel model is optimal for the agricultural cooperative, the supermarket and the system of supply chain.

Key words: omni-channel retailing, fresh agricultural products, supply chain, farmer-supermarket direct purchase, online and offline

中图分类号:

F274

王虹, 孙玉玲. 生鲜农产品供应链全渠道运营模式分析[J]. 工业工程, 2019, 22(6): 74-79,109.

WANG Hong, SUN Yuling. A Study of the Omni-channel Operational Mode of Fresh Agricultural Products Supply Chain[J]. Industrial Engineering Journal, 2019, 22(6): 74-79,109.

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生鲜农产品供应链全渠道运营模式分析

A Study of the Omni-channel Operational Mode of Fresh Agricultural Products Supply Chain

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