| 摘要: |
| 面向由生鲜农产品供应商与零售商组成的二级供应链,将预售阶段溢出效应与广告投入纳入
同一分析框架,分别构建集中式、分散式下的供应链决策模型并运用契约进行优化。 研究表明:集中式供
应链利润优于分散式,且预售价格、广告强度、保鲜努力水平更高;预售溢出效应通过促进潜在消费者转
化显著提升各环节决策变量,而广告与保鲜成本系数则对其产生抑制作用;双向收益共享成本分担契约
在恰当比例下能够实现供应链各主体的帕累托优化。 研究揭示了广告投放与预售协同决策的内在机制,
为生鲜农产品供应链优化广告资源配置、提升市场转化效率提供了理论依据。 |
| 关键词: 预售模式 溢出效应 生鲜农产品供应链 广告投放 决策研究 |
| DOI： |
| 分类号: |
| 基金项目: |
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| Advertisement Placement Decisions in the Fresh Agricultural ProductSupply Chain Considering the Spillover Effect of Presales |
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ZOU Xiao, GAO Shang, ZHANG Zhonglong, YANG Jianing
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| Abstract: |
| Focusing on a two-echelon supply chain consisting of a fresh agricultural product supplier and a
retailer, this study integrates presale spillover effects and advertising investment into a unified analytical
framework. It constructs supply chain decision-making models under centralized and decentralized scenarios,
respectively, and employs contracts for optimization. The findings are as follows. The profit of the centralized
supply chain is superior to that of the decentralized one, with higher presale prices, advertising intensity, and
fresh-keeping effort levels. The presale spillover effect significantly increases the levels of decision variables
across all stages by facilitating the conversion of potential consumers, whereas the cost coefficients of advertising
and freshness preservation exert an inhibitory effect on these variables. A two-way revenue-sharing and costsharing contract can achieve Pareto optimization for all parties in the supply chain under appropriate
proportions. This research reveals the intrinsic mechanism of synergistic decision-making between advertising
placement and presales, providing a theoretical basis for optimizing advertising resource allocation and improving
market conversion efficiency in fresh agricultural product supply chains. |
| Key words: presale model spillover effect fresh agricultural product supply chain advertising placement decision-making |
