郑琪

摘  要：针对由供应商和零售商组成的双渠道生鲜农产品供应链，考虑传统渠道和电商渠道模式下，构建了不同追溯技术投资组合下的供应链决策模型。结合产品的新鲜度和产品的库存可利用率，分析其对生鲜农产品供应链决策的影响，并探讨投资追溯技术下的生鲜农产品供应链最优决策。研究表明：生鲜农产品供应链的利润随着追溯技术标签成本的增大而增大，随着库存损耗率的增大呈现不同的变化趋势;当产品的库存可利用率较高时，两种渠道均不投资追溯技术时利润最高，两种渠道均投资追溯技术时利润最低;当产品的库存利用率较低时，传统渠道投资追溯技术时的利润最高，两种渠道均不投资追溯技术时生鲜品供应链的利润最低。

关键词：生鲜农产品;双渠道;追溯技术;供应链决策

中图分类号：F304.3    文献标识码：A

Abstract： In this paper， we consider the traditional channel and e-commerce channel mode， and then build a supply chain decision-making model with different traceability technology portfolio for the dual channel fresh products supply chain which composed of one supplier and one retailer. Based on the freshness of products and the availability of products in stock， we analyze the influence of them on the decision-making of the supply chain of fresh products， and discuss the optimal decision of the supply chain of fresh products with the traceability technology. The results show that the profit of fresh products supply chain increases with the increase of the tag cost of the traceability technology， and presents different trends with the increase of inventory loss rate. When the inventory availability of products is high， the profit is the highest when both channels do not invest in the traceability technology， and the lowest when both channels invest in the traceability technology. When the inventory utilization rate of products is low， the profit of traditional channel investment in the traceability technology is the highest， while the profit of fresh product supply chain is the lowest when both channels do not invest in the traceability technology.

Key words： fresh product; dual channel; traceability technology; supply chain decisions

0  引  言

隨着互联网的普及和电子商务的快速发展，生鲜农产品供应链的运营渠道变的愈发多样化，传统渠道和电商渠道的结合，不仅提高了生鲜农产品的销量，而且增加了供应链的利润。例如，盒马鲜生的传统渠道和电商渠道的销售模式成为生鲜农产品新零售模式中争相学习的典范，使得供应链利润得到了更进一步的提升。然而，由于渠道的竞争性和生鲜农产品的易腐性等特点，使得不同渠道之间的竞争更为激烈，产品的数量损耗和新鲜度损耗降低了供应链各节点企业的利润。如何降低产品的损耗并提高供应链的利润成为生鲜品供应链运作中需要解决的重要问题。……