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MBA毕业论文_鲜产品动态定价与冷链投资决策的协调机制研究PDF

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随着电子商务的发展和消费者生活水平的提高,生鲜电商行业逐渐受到消费者 的青睐。在生鲜产品的销售过程中,销售商通常会对库存产品进行冷链物流等保鲜 技术投资来降低产品的损耗,但是高额的冷链投资给销售商带来巨大的资金压力和 投资风险;而由于生鲜产品的特殊性,冷链物流的断裂,尤其是终端冷链物流的缺 失又会降低产品品质,最终影响销售商和消费者的利益,因此如何协调冷链投资与 产品定价的问题是销售商所关心的问题。而物流公司作为冷链物流的主要提供者, 生鲜供应链中的重要一环,如果也以投资者的身份参与到冷链物流的投资中去,那 么关于冷链投资的成本分摊问题以及销售收益的分享问题,就是合作双方共同关心 的问题,但这种明确的成本分摊和收益分享机制也是目前市场上所缺少的。 本文以单一生鲜产品销售商和单一物流公司为研究对象中的合作双方,基于销 售收入共享和冷链投资共担的合作机制,建立了关于生鲜产品动态定价和冷链物流 投资决策的期望收益模型,分别研究了合作双方在以各自收益最大化为目标和以总 体收益最大化为目标时的最优决策问题。该模型可用于分析销售商动态定价与物流 公司终端冷链投资的交互激励机制,为生鲜产品销售商和物流公司提供决策支持。 研究结果表明,通过研究销售收入分享和终端冷链投资分摊的协调机制,既解决了 销售商单独投资终端冷链成本过高的问题,减少生鲜产品损耗,增加消费者需求, 同时也通过收益分享激励物流公司更好地投入保鲜技术,最终使合作双方的期望收 益都有所增加,为设计双方的合作契约提供了理论指导。 关键词:动态定价,收入共享,投资共担,终端冷链物流投资 III ABSTRACT Withthedevelopmentofe-commerceandtheimprovementofconsumers'living standards,thefreshe-commerceindustryisgraduallyfavoredbyconsumers.Inthesales processoffreshproducts,sellersusuallyinvestinfresh-keepingtechnologiessuchas coldchainlogisticsforinventoryproductstoreducethelossofproducts.However,the highinvestmenthasbroughthugefinancialpressureandrisktothesellers.Andbecause oftheparticularityoffreshproducts,thebreakageofcoldchainlogistics,especiallythe lackofterminalcoldchainlogistics,willreduceproductquality,andthatultimately affectstheinterestsofsellersandconsumers,sohowtocoordinatecoldchaininvestment andproductpricingisaproblemthatsellerscareabout.Asamajorproviderofcold chainlogistics,logisticscompaniesareanimportantpartofthefreshsupplychain.If theyparticipateinthecoldchainlogisticsinvestmentasaninvestor,thecostsharingof coldchainlogisticsinvestmentandthesharingofsalesrevenueareissuesofcommon concerntobothparties.Butsuchaclearcostsharingandrevenuesharingmechanismis alsolackinginthecurrentmarket. Thisarticletakesasinglefreshproductsellerandasinglelogisticscompanyas researchpartners.Basedonthecooperationmechanismofsalesrevenuesharingand coldchaininvestmentsharing,thispaperestablishesanexpectedreturnmodelonthe dynamicpricingoffreshproductsandcoldchainlogisticsinvestmentdecisions.This modelseparatelystudiestheoptimaldecision-makingproblemofthetwopartiesunder thecooperationofdiversifiedincomeandconcentratedincome.Themodelcanbeusedto analyzetheinteractiveincentivemechanismofdynamicpricingofsellersandterminal coldchaininvestmentoflogisticscompanies,toprovidedecisionsupportforfresh productsellersandlogisticscompanies.Theresearchresultsshowthatthroughthe coordinationmechanismofsalesrevenuesharingandterminalcoldchaininvestment allocation,itnotonlysolvestheproblemofexcessivecostofindividualsellersinvesting interminalcoldchain,reducesthelossoffreshproducts,increasesconsumerdemand, butalsothroughrevenuesharingEncouragelogisticscompaniestobetterinvestin IV preservationtechnology.Intheend,theexpectedbenefitsofbothpartiesofthe cooperationhaveincreased,whichprovidestheoreticalguidanceforthedesignofthe cooperationcontractbetweenthetwoparties. KEYWORDS:dynamicpricing;revenuesharing;investmentsharing;terminalcold chainlogisticsinvestment V 目录 第一章绪论............................................................................................................................................1 1.1研究背景与研究意义...............................................................................................................1 1.1.1研究背景......................................................................................................................1 1.1.2研究意义......................................................................................................................3 1.2研究目的、研究内容与研究方法..........................................................................................4 1.2.1研究目的和内容..........................................................................................................4 1.2.2主要研究方法..............................................................................................................4 1.3国内外相关研究综述..............................................................................................................5 1.3.1生鲜产品动态定价相关的研究..................................................................................5 1.3.2生鲜电商与冷链物流相关的研究..............................................................................7 1.3.3动态定价与冷链投资联合决策相关的研究..............................................................9 1.4基础理论................................................................................................................................11 1.5问题提出及创新点................................................................................................................11 1.6文章结构与安排....................................................................................................................12 第二章分散收益模型..........................................................................................................................13 2.1模型描述与模型假设............................................................................................................13 2.1.1模型描述....................................................................................................................13 2.1.2模型假设....................................................................................................................15 2.2模型构建................................................................................................................................17 2.2.1符号说明....................................................................................................................17 2.2.2需求模型....................................................................................................................18 2.2.3收益模型....................................................................................................................18 2.3模型求解与证明分析............................................................................................................19 2.4数值分析................................................................................................................................22 2.4.1情景假定与参数设置................................................................................................22 2.4.2期望收入与销售时期之间的关系............................................................................23 2.4.3最优解与销售时期之间的关系................................................................................24 2.4.4最优解与收入分享比例和投资分担比例之间的关系...........................................24 2.4.5收入分享及投资分担的合作策略对销售商及物流公司期望收入的影响...........25 2.4.6期望收入和最优解与销售商库存成本之间的变化关系.......................................26 2.4.7期望收入和最优解与消费者购买渠道偏好之间的变化关系...............................27 2.4.8动态冷链投资与固定冷链投资下合作双方各自期望收益的对比.......................28 第三章集中收益模型..........................................................................................................................29 3.1模型描述与假设....................................................................................................................29 3.1.1模型描述....................................................................................................................29 3.1.2模型假设..........