面向双渠道销售的农产品定价与库存补货联合决策

doi:10.3969/j.issn.1007-7375.2023.03.005

摘要/Abstract

摘要： 近场销售竞争让越来越多的传统零售商采用双渠道销售生鲜农产品，由此引发新的定价与库存联合优化问题。针对这一问题，假设线上渠道仅销售新鲜产品，线下渠道同时销售新鲜产品和部分变质的产品，以周期利润最大化为目标，采用变质库存理论，构建需求依赖于价格和库存水平的零售商双渠道定价与库存补货联合决策模型，分析最优解存在性的性质。基于两部求解思路，设计启发式算法求解出最优保鲜期、销售周期、定价和利润，最后对单位成本、需求率、保鲜期和变质率等参数进行敏感性分析。研究结果表明，零售商双渠道销售农产品，利润随着保鲜期延长而增大，随变质成本增大呈现小幅度波动变化。保鲜成本和变质成本较低、销售价格较高、线上市场份额较大是零售商获得更高利润的基本条件。

关键词: 变质库存, 定价策略, 生鲜农产品, 双渠道销售

Abstract: The near-field competition has led a growing number of traditional retailers to sell fresh agri-food products with dual-channel sales, which causes a new joint optimization problem of pricing and inventory. Aiming at this problem, assuming that the online channel only sells fresh products, while the offline channel sells both fresh and deteriorating products, a joint decision model of pricing and inventory with demand dependent on price and inventory level is established, using the deteriorating inventory theory, with the objective of maximizing periodic profits. The properties of the existence of the optimal solution are analyzed. Based on the two-part solution method, a heuristic algorithm is designed to solve the optimal freshness period, sales cycle, pricing and profit. Finally, the sensitivity analysis of unit cost, demand rate, fresh-keeping period, deterioration rate is conducted. Results show that the retailer profits increase with the extension of the fresh-keeping period, and fluctuate slightly with the increase of the deterioration cost under dual-channel sales. The basic conditions for retailers to gain higher profits are lower fresh-keeping cost and deterioration cost, higher sales prices and a larger online market share.

Key words: deteriorating inventory, pricing strategy, fresh agri-food, dual-channel sales

中图分类号:

F253.4

陈军, 康莎. 面向双渠道销售的农产品定价与库存补货联合决策[J]. 工业工程, 2023, 26(3): 39-46.

CHEN Jun, KANG Sha. Joint Decision on Pricing and Inventory Replenishment of Agri-food with Dual-channel Sales[J]. Industrial Engineering Journal, 2023, 26(3): 39-46.

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