CAJ | 학술논문

针对消费者对生鲜农产品新鲜度要求更高但零售商单独保鲜能力有限的问题，从提高消费效用角度出发，构建了受生鲜农产品新鲜度和价格影响的消费者时变效用函数，建立了由零售商和供应商组成的两级生鲜农产品供应链利润模型，采用Stackberg博弈方法分析了分散式决策下供应商的最优保鲜努力和零售商的最优定价，并同集中式决策下供应链系统的最优决策进行比较。由于分散式决策下零售商的保鲜努力较小，因此给出了能够实现生鲜农产品供应链协调的“保鲜成本分担＋收益共享”契约。在此基础上，以同时实现供应链协调和提高消费者整体效用为目标，进一步确定了协调契约所在的区间范围。最后通过算例证明了协调契约的有效性。
침대소비자대생선농산품신선도요구경고단령수상단독보선능력유한적문제，종제고소비효용각도출발，구건료수생선농산품신선도화개격영향적소비자시변효용함수，건립료유령수상화공응상조성적량급생선농산품공응련리윤모형，채용Stackberg박혁방법분석료분산식결책하공응상적최우보선노력화령수상적최우정개，병동집중식결책하공응련계통적최우결책진행비교。유우분산식결책하령수상적보선노력교소，인차급출료능구실현생선농산품공응련협조적“보선성본분담＋수익공향”계약。재차기출상，이동시실현공응련협조화제고소비자정체효용위목표，진일보학정료협조계약소재적구간범위。최후통과산예증명료협조계약적유효성。
According to the fact that the retailer’ s freshness-keeping effort is limited while the consumer requires more freshness of the agricultural product, from the perspective of enhancing the consumer utility, a time-varying consumer utility function influenced by the freshness and price of the agricultures product is developed.A profit model for a two-stage fresh agricultural product supply chain consists of a retailer and a supplier is built.By em-ploying Stackelberg game, the supplier ’ s optimal preservation efforts and the retailer ’ s optimal pricing are analyzed under decentralized setting and compared with centralized setting.Because the the retailer’ s preserva-tion effort is lower in the decentralized setting, a “preservation cost & revenue sharing” contract is designed to ensure fresh agricultural product supply chain coordination and a“win-win” situation between supply chain mem-bers.Then the interval range of contract is determined to both coordinate the fresh agricultural product supplychain and enhance consumer utility.Finally, the numerical examples show that the contract is effective.