Research on pricing and coordination of dual-channel supply chain for fresh agricultural products
生鲜农产品双渠道供应链定价与协调研究

摘要

随着电子商务的快速发展，生鲜农产品双渠道供应链成为企业拓展市场的重要模式。相关数据显示，2024年生鲜电商交易规模达到7367.9亿元，同比增长14.67%，生鲜电商行业仍处增长期。但是线上线下渠道间的价格冲突、消费者偏好差异以及产品保鲜与绿色化投入的协调问题，仍然是制约供应链效率的关键之一。本文以零售商主导的双渠道供应链为研究对象，结合消费者渠道偏好（ρ）、绿色度（g）和新鲜度（τ），构建Stackelberg博弈模型，分析集中与分散决策下的定价策略差异，并提出基于“收入共享-成本共担”契约的协调机制。通过数值仿真验证发现，集中决策下供应链利润更高且价格更低，而契约协调可有效实现帕累托改进。研究结果为生鲜农产品企业的双渠道管理提供理论支持，并为政策制定者优化供应链协调机制提供参考。

Abstract

With the rapid development of e-commerce, dual-channel supply chain for fresh agricultural products has become an important model for enterprises to expand their markets. Relevant data show that the transaction scale of fresh e-commerce will reach 736.79 billion yuan in 2024, a year-on-year increase of 14.67%, and the fresh e-commerce industry is still in a growth period. However, price conflicts between online and offline channels, differences in consumer preferences, and coordination issues between product preservation and green investment are still one of the key constraints on supply chain efficiency. This paper takes the dual-channel supply chain led by retailers as the research object, combines consumer channel preferences (ρ), greenness (g) and freshness (τ), constructs a Stackelberg game model, analyzes the differences in pricing strategies under centralized and decentralized decision-making, and proposes a coordination mechanism based on the "revenue sharing-cost sharing" contract. Through numerical simulation verification, it is found that the supply chain profit is higher and the price is lower under centralized decision-making, and contract coordination can effectively achieve Pareto improvement. The research results provide theoretical support for the dual-channel management of fresh agricultural product enterprises and provide a reference for policymakers to optimize the supply chain coordination mechanism.