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今天小编为大家带来《基于物流服务水平与促销努力的生鲜电商供应链协调研究》集中决策与分散决策模式。

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Today, the editor brings you a study on the coordination of fresh e-commerce supply chains based on logistics service level and promotional efforts, focusing on centralized and decentralized decision-making models.

Welcome to visit!

本期推文通过思维导图，精读内容，知识补充三个板块，展示硕士论文《基于物流服务水平与促销努力的生鲜电商供应链协调研究》集中决策与分散决策模式，请读者跟着小编一起来学习吧！

This issue of the tweet features three sections: mind maps, intensive reading, and knowledge supplementation. It presents the master's thesis "Research on the Coordination of Fresh E-commerce Supply Chain Based on Logistics Service Level and Promotional Efforts", focusing on centralized and decentralized decision-making models. Readers are invited to learn along with the author!

01

思维导图

硕士论文《基于物流服务水平与促销努力的生鲜电商供应链协调研究》集中决策与分散决策模式，思维导图如下：

The master's thesis "Research on the Coordination of Fresh E-commerce Supply Chains Based on Logistics Service Levels and Promotional Efforts" focuses on centralized and decentralized decision-making models, with the following mind map:

02

精读内容

上期推文介绍了生鲜电商三级供应链协调的研究背景和假设，本期推文介绍集中决策模式和分散决策模式。

集中决策中，生鲜电商平台、第三方物流服务商以及供应商构成利益共同体，共同决策最优销售价格 、最优物流服务水平 、最优促销努力水平，使供应链利润最大化，作者首先构建集中决策的利润函数。

The previous article introduced the research background and hypotheses of the three-level supply chain coordination in fresh e-commerce. This article will introduce the centralized decision-making model and the decentralized decision-making model.

In centralized decision-making, fresh e-commerce platforms, third-party logistics service providers, and suppliers form an interest community, jointly deciding the optimal sales price, the optimal logistics service level, and the optimal promotion effort level, so as to maximize the profit of the supply chain. The author first constructs the profit function of centralized decision-making.

利润函数含义为销售价格减去平台管理成本、运输配送成本、生鲜生产成本，再乘以需求量，再减去促销努力成本和保鲜努力成本。

随后构建了海塞矩阵，证明存在唯一最优解，并得到最优销售价格 、最优物流服务水平 、最优促销努力水平。

The profit function is the sales price minus the platform management cost, transportation and delivery cost, and fresh production cost, multiplied by the demand quantity, and then subtracted from the cost of promotional efforts and preservation efforts.

The Hessian matrix was then constructed to prove the existence of a unique optimal solution, and the optimal sales price, optimal logistics service level, and optimal promotional effort level were obtained.

将最优销售价格 、最优物流服务水平 、最优促销努力水平代入，得到代入得到需求量和供应链利润表达式。

Substitute the optimal sales price, the optimal logistics service level, and the optimal promotional effort level, and obtain the expression of demand and supply chain profit.

在分散决策模型中，作者首先对供应链博弈方式进行假设：供应商和生鲜电商之间主从博弈，第三方物流服务商和生鲜电商之间静态博弈，供应商先决策批发价格，第三方物流服务商决策物流服务水平和运输价格，生鲜电商根据供应商和物流服务商决策销售价格和促销水平。

In the decentralized decision-making model, the author first assumes the game modes of the supply chain: a principal-agent game between suppliers and fresh e-commerce companies, a static game between third-party logistics service providers and fresh e-commerce companies, where the supplier decides the wholesale price first, and the third-party logistics service provider decides the logistics service level and transportation price. The fresh e-commerce company determines the sales price and promotion level based on the decisions of the supplier and logistics service provider.

随后作者构建了分散决策下的供应链成员利润函数：

Subsequently, the author constructed a profit function for supply chain members under decentralized decision-making:

使用逆向归纳法求解生鲜电商销售价格和促销水平决策，第三方物流服务商物流服务水平和运输价格，供应商批发价格决策：

Use backward induction to solve the decision-making of fresh e-commerce sales prices and promotion levels, the logistics service levels and transportation prices of third-party logistics service providers, and the wholesale price decisions of suppliers.

将决策结果代入得到分散决策供应链需求量和供应链利润：

By substituting the decision results, we can obtain the demand and profit of the decentralized decision-making supply chain.

03

知识补充

文中提到电商平台管理成本，那么电商平台管理成本包含哪些方面？

1. 技术开发与维护成本

平台开发：包括网站或应用程序的设计、开发和测试。

系统维护：定期更新、修复漏洞、优化性能等。

服务器和托管：云服务或物理服务器的租赁和维护费用。

2. 运营成本

人员工资：包括技术团队、客服团队、运营团队等的薪资。

培训费用：员工培训和发展费用。

办公费用：办公场所租赁、设备采购和维护等。

3. 营销与推广成本

广告费用：线上广告（如Google Ads、社交媒体广告）和线下广告费用。

促销活动：折扣、优惠券、赠品等促销活动的成本。

SEO和内容营销：搜索引擎优化和内容创作费用。

4. 物流与仓储成本

仓储费用：仓库租赁、管理和维护费用。

物流费用：运输、配送和快递费用。

库存管理：库存管理系统和人工成本。

5. 支付与交易成本

支付网关费用：支付处理平台（如PayPal、支付宝）的手续费。

交易手续费：银行或第三方支付平台收取的交易费用。

退款和纠纷处理：处理退款和交易纠纷的成本。

6. 客户服务成本

客服系统：客服软件和系统的费用。

人工客服：客服人员的工资和培训费用。

售后服务：退换货处理、维修服务等。

The article mentions the management cost of e-commerce platforms. What aspects does the management cost of e-commerce platforms include?

1.Technology development and maintenance costs

Platform development involves the design, development, and testing of websites or applications.

System maintenance: Regular updates, bug fixes, performance optimization, etc.

Server and hosting: The cost of renting and maintaining either cloud services or physical servers.

2. Operating costs

Staff wages: including the salaries of the technical team, customer service team, and operations team.

Training cost: The cost of employee training and development.

Office expenses include renting office space, purchasing and maintaining equipment, etc.

3. Marketing and promotion costs

Advertising expenses: Online advertising (such as Google Ads and social media ads) and offline advertising expenses.

Promotion activities: The cost of promotional activities such as discounts, coupons, and gifts.

SEO and content marketing: The cost of search engine optimization and content creation.

4. Logistics and warehousing costs

Storage costs: Rental, management and maintenance costs of the warehouse.

Logistics costs: Transportation, delivery, and courier fees.

Inventory management: Inventory management system and labor costs.

5. Payment and transaction costs

Payment gateway fees: The transaction fees charged by payment processing platforms such as PayPal and Alipay.

Transaction fee: The fee charged by the bank or third-party payment platform for the transaction.

Refund and dispute handling: The cost of handling refunds and transaction disputes.

6. Customer service costs

Customer service system: The cost of customer service software and systems.

Artificial customer service: the wages and training costs of customer service staff.

After-sales services: handling returns and exchanges, repair services, etc.

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参考资料：火山AI翻译，知乎，百度

参考文献：冯坤. 基于物流服务水平与促销努力的生鲜电商供应链协调研究 [D]. 成都: 西南交通大学, 2020.

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