张名扬 郭健涛 于欣格

摘 要：随着互联网的高速发展，电子商务平台已经成为越来越多产品的主要销售渠道。新冠肺炎疫情发生以来，人们减少外出，生鲜电商平台订单量激增。生鲜产品由于易腐的特性，其在销售和库存管理等方式上区别于普通产品，因此研究电商平台下易腐农产品的定价与库存联合决策十分必要。本文通过探讨电子商务平台与线下销售的不同，抽象出电子商务平台的特点，考虑网络扩散效应以及在线评论对消费者购买意愿的影响，又结合了农产品易腐的特性，构建了两阶段的需求函数。通过单一定价与动态定价两种策略，分别探讨了定价不受腐败程度影响以及随腐败程度变化的两种模式下零售商的最优决策。数值模拟对比了两种定价方式的优劣，为管理者提供决策建议。

关键词：易腐农产品;电子商务平台;定价与库存管理

中图分类号：F713.365文献标识码：A文章编号：1003 5192（2021）04-0032-06doi：10.11847/fj.40.4.32

Abstract：With the rapid development of the Internet， e commerce platforms have become the main sales channel for more and more products. Since the outbreak of COVID 19， people have reduced going out， and the volume of fresh food e commerce platform has surged. The perishable nature of fresh products makes it different from ordinary products in terms of sales and inventory management. Therefore， it is necessary to study the pricing and inventory decisions of agricultural perishable products on e commerce platforms. By discussing the differences between e commerce platforms and offline sales to abstract characteristics of e commerce platform， a two stage demand function is constructed taking into account the perishable characteristics of agricultural products， the network diffusion effect of e commerce platforms and the influence of online reviews on consumers willingness to purchase. The optimal decisions of retailers under two pricing strategies， fixed pricing and dynamic pricing， are explored separately. Numerical simulation methods are used to compare the advantages and disadvantages of the two pricing strategies， so as to provide managers with recommendations for decision making.

Key words：agricultural perishable products; e commerce platform; pricing and inventory management

1 引言

隨着互联网的高速发展，电子商务平台已经成为越来越多产品的主要销售渠道。农业经济也在“互联网+”的背景下逐渐走向了电子商务的道路。新冠肺炎疫情发生以来，人们减少外出，生鲜电商平台单量激增。易腐农产品，例如瓜果蔬菜等最大的特点就是保质期短。零售商要想赢得消费者的口碑，在行业中能够持续发展就必须保证在产品保鲜期内出售并送达。这样才能获得正向的在线评价，吸引更多的消费者购买，基于疫情催热的农产品电商消费习惯方可持续增长。……