李春發(fā) 俎曉彤 田蓋地天津理工大學(xué)管理學(xué)院

摘要：科學(xué)合理的冷鏈物流模式是確保農(nóng)產(chǎn)品電商價格、新鮮度競爭力的關(guān)鍵。針對涉及兩農(nóng)產(chǎn)品電商、電商自營冷鏈物流和第三方冷鏈物流商的供應(yīng)鏈，構(gòu)建兩電商競爭、第三方冷鏈物流商主導(dǎo)的Stackelberg博弈模型及兩電商冷鏈物流模式選擇的演化博弈模型，并通過仿真揭示交叉價格彈性、新鮮度需求彈性、自營和第三方保鮮投入成本系數(shù)對演化路徑的影響。研究表明：若交叉價格彈性、新鮮度需求彈性和第三方保鮮投入成本系數(shù)分別增大，自營冷鏈物流為演化穩(wěn)定策略，電商傾向自營冷鏈物流。若自營保鮮投入成本系數(shù)增大，第三方冷鏈物流為演化穩(wěn)定策略，電商傾向與第三方冷鏈物流商合作。

關(guān)鍵詞：農(nóng)產(chǎn)品;電商平臺;價格競爭;保鮮努力;冷鏈物流模式;演化博弈Price Competition， Freshness-keepingEffort and Evolution of Cold Chain Logistics Mode of Agricultural Products E-commerceLI Chunfa， ZU Xiaotong， TIAN GaidiSchool of Management， Tianjin University of TechnologyAbstract: Scientific and reasonable cold chain logistics mode is the key to ensure the price and freshness competitiveness of agricultural products e-commerce. For the supply chain involving two agricultural products e-commerce， e-commerce self-run cold chain logistics and third party cold chain logistics provider， the Stackelberg game model that takes into account the competition between two agricultural products e-commerce， and the dominance of third-party cold chain logistics provider， as well as the evolutionary game model for the choice of two agricultural e-commerce cold chain logistics modes were constructed. The influence of cross price elasticity， freshness demand elasticity， and preservation input cost coefficient of self-run and third-party on the evolution path is revealed through the simulation. The results show that: if the cross price elasticity， freshness demand elasticity and the third-party preservation input cost coefficient increase respectively， self-run cold chain logistics is the stable evolutionary strategy， e-commerce tends to self-run cold chain logistics. If the self-run preservation input cost coefficient increases， the third-party cold chain logistics is the stable strategy， the e-commerce tends to cooperate with the third-party cold chain logistics provider.Key words: agricultural products; e-commerce platform; price competition; freshness-keepingeffort; cold-chain logistics mode; evolutionary game

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