张柯檬 李贵萍

摘 要：基于生鲜电商的运营模式，本文探讨需求受价格和保鲜努力水平双重因素影响的生鲜产品定价与库存问题，研究通过投入保鲜努力成本来刺激顾客对生鲜产品的需求和提高定价获得最大利润之间的平衡问题，并考虑不允许缺货条件下，生鲜电商如何确定最佳补货周期的问题。证明在保鲜努力水平和价格确定的情况下，存在最优的订货策略。在此基础上给出寻找模型最优解的多阶段迭代求解算法，最后，利用以每日优鲜为例，进行数值模拟分析，并对一些关键参数进行了灵敏度分析。结论表明：生鲜电商的利润随着保鲜努力水平的提高而增加，但保鲜努力水平并不是越高越好，当生鲜电商的利润不足以覆盖努力成本时，系统的利润开始减少。此外，生鲜电商的“最后一公里”配送成本对系统最优利润影响较大。这时，生鲜电商企业应该寻求保鲜努力水平与系统利润的平衡点，刺激需求进而降低每单位产品的配送成本，从而最大化系统的平均利润。

关 键 词：生鲜产品;保鲜努力水平;定价;补货策略

DOI：10.16315/j.stm.2020.03.006

中图分类号： F 272

文献标志码： A

Pricing and ordering strategy of fresh E commerce considering

the impact of fresh keeping effort

ZHANG Ke meng， LI Gui ping

（Business School， Ningbo University， Ningbo 315211， China）

Abstract：Based on the operation mode of fresh E commerce， a pricing and inventory problem of fresh products whose demand is affected by the double factors of price and effort level is explored in this paper， and the need to stimulate customers demand for fresh products by investing effort cost is also studied. Moreover， the balance between increasing pricing and maximizing profits is included into this paper. The problem of how to determine the best replenishment cycle for fresh E commerce under the condition of not being out of stock is also considered. It is proved that there is an optimal replenishment strategy under the condition of effort level and price determination. On this basis， an iterative algorithm is proposed to search for the optimal solutions. Finally， numerical examples are designed to conduct sensitivity analysis for some major parameters. The conclusions show that the profit of fresh E commerce increases with the improvement of efforts， but the level of effort is not as high as possible. When the profit of fresh E commerce is not enough to cover the cost of effort， the profit of the system begins to decrease. In addition， the last mile distribution cost of fresh E commerce has a greater impact on the optimal profit of the system. Therefore， fresh E commerce companies should seek a balance between effort level and system profit， control the distribution cost per unit of product， and thus maximize the average profit of the system.

Keywords：fresh food; freshness keeping effort; pricing; replenishment strategy

随着人民生活水平的提高和互联网的飞速发展，一些以提供高品质生鲜产品和高效便捷配送服务为宗旨的生鲜电商企业开始出现并不断地发展壮大。根据艾瑞咨询发布的《2019年中国生鲜电商行业消费洞察报告》显示，中国生鲜电商行业市场潜力巨大、发展迅速，预计2020年市场交易总额将突破4千亿元。……