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当前位置: 首页 > 文章 > 农产品电子商务企业主导的物流博弈定价研究 热带农业科学 2020 (2) 109-113
Position: Home > Articles > Research on Logistics Game Pricing of Agricultural Products E-commerce Enterprises as the Leading Role Chinese Journal of Tropical Agriculture 2020 (2) 109-113

农产品电子商务企业主导的物流博弈定价研究

作  者：
王艳
单  位：
西安培华学院会计与金融学院
关键词：
农产品;电子商务;物流定价;Stackelberg博弈
摘  要：
随着农产品电子商务与农村经济的深度融合,消费者对农产品网购的需求不断扩大,对物流服务的需求也变得更加多样化和随机性。物流服务水平和质量直接影响到农产品网购消费者的体验,对于促进农产品电子商务发展至关重要。而提高农产品物流服务质量与降低物流成本之间的矛盾,制约着农产品电子商务的发展。因此,物流定价问题成为学术界关注的焦点。通过建立以农产品电子商务企业为主导的Stackelberg博弈定价模型,在农产品电子商务企业和物流企业双方利润最大化的条件下选择最优协调定价机制。研究结果表明,支付方式不同,双方利润的获得不同;在分散决策下,成本和利润共享更可能实现帕累托最优,帮助农产品电子商务企业和物流企业在激烈的市场竞争中合理定位,共赢发展。
译  名：
Research on Logistics Game Pricing of Agricultural Products E-commerce Enterprises as the Leading Role
作  者：
WANG Yan;School of Accounting and Finance,Xi'an Peihua University;
关键词：
agricultural products;;E-commerce;;logistics pricing;;Stackelberg game
摘  要：
With the deep integration of agricultural productse-commerce and rural economy, the consumers demand of online shopping of agricultural products had been expanded, and the demand of logistics services had became more diversified and random. The service level and quality of logistics directly affected the experience of consumers, which was very important to promote the development of agricultural productsecommerce. The contradiction between improving the quality of agricultural products logistics services and reducing logistics costs restricted the development of agricultural e-commerce. Therefore, the pricing of logistics had became the focus of academic attention. By establishing a Stackelberg game pricing model dominated by agricultural e-commerce enterprises, the optimal coordination pricing mechanism was selected under the condition of both agricultural e-commerce enterprises and logistics enterprises profit maximization. The results showed that different payment modes resulted in different profits for both sides.Under decentralized decision-making, cost and profit sharing were more likely to achieve Pareto optimum.The research could help agricultural e-commerce enterprises and logistics enterprises to rationally position themselves in the fierce competitive market and achieve win-win development.

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