王建华 王美

摘  要：生鲜产品的特征使生鲜供应链难以管控，蓬勃发展的电商交易使得生鲜供应链控制问题复杂。考虑溯源系统的应用对生鲜供应链流通过程的改善，构建生产商主导的二级生鲜产品供应链，找到应用溯源系统的成本阈值，对比分析溯源系统应用前后供应链成员的定价、订货策略以及利润水平。结果表明：供应链对应用溯源系统的决策取决于溯源成本的大小及其对生鲜产品的改善程度;对供应链各方有利的溯源系统成本的临界值是相同的;溯源系统对供应链改善程度一定时，生产商和零售商会根据溯源成本高低同步调整自身价格;溯源成本对生鲜供应链的改善越明显，零售商的订货量增加越多。

关键词：生鲜供应链;溯源系统;定价订货策略

中图分类号：F274    文献标识码：A

Abstract： The characteristics of fresh food make it difficult to control the fresh supply chain， and the booming e-commerce transactions make the fresh supply chain control problem complicated. Considering the improvement of fresh supply chain circulation process caused by the application of traceability system， a second-level fresh product supply chain led by the manufacturer is constructed to find the cost threshold of the application of traceability system， and the pricing， ordering strategy and profit level of supply chain members before and after the application of traceability system are compared and analyzed. The results show that the decision of the supply chain to the application traceability system depends on the traceability cost and the improvement degree of the fresh products; the critical value of traceability costs to the benefit of all parties in the supply chain is the same; when the traceability system improves the supply chain to a certain extent， manufacturers and retailers will adjust their prices synchronously according to the traceability cost; the more obviously the traceability cost improves the fresh supply chain， the more the order quantity of retailers increases.

Key words： fresh supply chain; traceability system; pricing and ordering strategy

0  引  言

我國生鲜产品供应链受制于生产源头农户的分散，生鲜农产品从农户到消费者手中至少要经过4层的供应链，为了满足生鲜农产品在不同区域和不同季节的需求，多年来形成了稳定的以多级批发市场为主的生鲜流通体系。生鲜在不同“角色”之间的流通多元交叉，没有统一规划，使得流通效率低下，且由于供应链冗长，农产品经过各层环节的储存、运输、装卸后损耗较大，产品到达最终消费者手中花费时间较长，国内生鲜农产品25%～30%的损耗率相较于美国1%～2%、日本5%非常高。

食品溯源系统在西方发达国家已被普遍运用，它主要是通过RFID无线射频技术、WSN物联网技术、EPC全球产品电子代码体系以及物流跟踪定位技术（GIS/GPS）等多种技术手段，对生鲜产品从生产、运输、加工、仓储、销售等环节实施全程质量跟踪[1-6]。……