考虑消费者有机产品偏好的生鲜农产品供应链均衡研究
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摘要
针对普通农产品和有机农产品同时生产销售的现实状况,利用变分不等式理论构建了考虑消费者有机产品偏好的生鲜农产品供应链网络均衡模型,并通过数值算例探讨了消费者有机产品偏好及其他影响因素对供应链网络成员生产销售决策及利润的影响.研究结果表明,随着消费者有机产品偏好的提升,生产和销售有机农产品有助于生产商和零售商实现增收,但生产商可能会经历波折;降低有机农产品生产成本能够有效促进有机农业的发展;树立有机农产品的良好品牌形象增强其价格竞争力对供应链各方均有利;产量变化及需求波动都将对市场和各方利润造成较大影响.研究结论对相关企业的决策和相关领域的研究有一定借鉴意义.
Based on the reality that both the organic and non-organic agricultural products are produced and sold at the same time, we used variational inequalities theory to establish a network equilibrium model for fresh agricultural supply chain, which takes consumer's preference for organic product into consideration. And by numerical examples, we also illustrated and analyzed the impact of consumer's preference for organic product and other factors on the decisions and profits of members in the supply chain. The results show that:(i) with the improvement of consumers' preference for organic product, the production and sale of organic product will help increase the income of producers and retailers, while the producer may experience fluctuations;(ii) reducing the production cost of organic product can effectively promote the development of organic agriculture;(iii) establishing a good image of organic product so as to enhance its price competitiveness will benefit all the members in the supply chain;(iv) production variations and demand fluctuations will have a significant impact on both the market and the profit of every party in the supply chain. The research conclusions can provide some referential value to the decision of enterprises and future research in the relevant fields.
Based on the reality that both the organic and non-organic agricultural products are produced and sold at the same time, we used variational inequalities theory to establish a network equilibrium model for fresh agricultural supply chain, which takes consumer's preference for organic product into consideration. And by numerical examples, we also illustrated and analyzed the impact of consumer's preference for organic product and other factors on the decisions and profits of members in the supply chain. The results show that:(i) with the improvement of consumers' preference for organic product, the production and sale of organic product will help increase the income of producers and retailers, while the producer may experience fluctuations;(ii) reducing the production cost of organic product can effectively promote the development of organic agriculture;(iii) establishing a good image of organic product so as to enhance its price competitiveness will benefit all the members in the supply chain;(iv) production variations and demand fluctuations will have a significant impact on both the market and the profit of every party in the supply chain. The research conclusions can provide some referential value to the decision of enterprises and future research in the relevant fields.
引文
[1] Voon J P, Ngui K S, Agrawal A. Determinants of willingness to purchase organic food:An exploratory study using structural equation modeling[J], International Food and Agribusiness Management Review, 2011, 14(2):103-120.
[2]Poulston J, Yiu A Y K. Profit or principles:Why do restaurants serve organic food?[J], International Journal of Hospitality Management, 2011, 30(1):184-191.
[3] Favilli E, Rossi A, Brunori G. Food networks:Collective action and local de'velopment. The role of organic farming as boundary object[J]. Organic Agriculture, 2015, 5(3):235-243.
[4]黄漫宇,彭虎锋.中国绿色食品产业发展水平的地区差异及影响因素分析[J].中国农业科学,2014, 47(23):4745-4753.Huang M Y, Peng H F. Study on the regional differences and influential factors of the development of China's green food industry[J]. Scientia Agricultura Sinica, 2014, 47(23):4745-4753.
[5]朱文涛.中国绿色食品产业发展区域异质性及成因研究[J]·华东经济管理,2017, 31(9):75-83.Zhu W T. A study on regional heterogeneity and causes decomposition in the development of Chinese green food industry[J]. East China Economic Management, 2017, 31(9):75-83.
[6] Nagurney A, Dong J, Zhang D. A supply chain network equilibrium model[J]. rTVansportation Research Part E:Logistics and Transportation Review, 2002, 38(5):281-303.
[7]张铁柱,刘志勇,滕春贤,等.多商品流供应链网络均衡模型的研究[J].系统工程理论与实践,2005, 25(7):61-66.Zhang T Z, Liu Z Y, Teng C X, et al. A multi-commodity flow supply chain network equilibrium model[J].Systems Engineering—Theory&Practice, 2005, 25(7):61-66.
[8]徐兵,朱道立·产品随机选择下多商品流供应链网络均衡模型研究[J].系统工程理论与实践,2007,27(3):82-90.Xu B, Zhu D L. Multi-commodity flow supply chain network equilibrium model with stochastic choice[J]. Systems Engineering—Theory Practice, 2007, 27(3):82-90.
[9]滕春贤,姚锋敏,胡宪武.具有随机需求的多商品流供应链网络均衡模型的研究[J].系统工程理论与实践,2007, 27(10):77-83.Teng C X, Yao F M, Hu X W. Study on multi-commodity flow supply chain network equilibrium model with random demand[J]. Systems Engineering—Theory&Practice, 2007, 27(10):77-83.
[10]胡劲松,徐元吉,刘芳霞,等.具有模糊需求的多商品流供应链网络均衡研究[J].控制与决策,2012, 27(5):665-672.Hu J S, Xu Y J, Liu F X, et al. Multi-products flow supply chain network equilibrium with fuzzy demand[J].Control&Decision, 2012, 27(5):665-672.
[11] Yu M, Nagurney A. Competitive food supply chain networks with application to fresh produce[J]. European Journal of Operational Research, 2013, 224(2):273-282.
[12] Nagurney A, Saberi S, Shukla S, et al. Supply chain network competition in price and quality with multiple manufacturers and freight service providers[J]. Transportation Research Part E:Logistics and Transportation Review, 2015, 77:248-267.
[13] Nagurney A, Li D. A supply chain network game theory model with product differentiation, outsourcing of production and distribution, and quality and price competition[J]. Annals of Operations Research, 2015, 226(1):479-503.
[14] Besik D, Nagurney A. Quality in competitive fresh produce supply chains with application to farmers'markets[J].Socio-Economic Planning Sciences, 2017, 60:62-76.
[15]尹世久,徐迎军,陈默.消费者有机食品购买决策行为与影响因素研究[J].中国人口.资源与环境,2013,23(7):136-141.Yin S J, Xu Y J, Chen M. Consumers purchase decisions and affecting factors on organic food[J]. China Population, Resources&Environment, 2013, 23(7):136-141.
[16] Olson E L. The rationalization and persistence of organic food beliefs in the face of contrary evidence[J], Journal of Cleaner Production, 2017, 140(2):1007-1013.
[17] Chen J,Lobo A, Rajendran N. Drivers of organic food purchase intentions in mainland China—Evaluating potential customers1 attitudes, demographics and segmentation[J], International Journal of Consumer Studies,2014, 38(4):346-356.
[18] Hwang J. Organic food as self-presentation:The role of psychological motivation in older consumers'purchase intention of organic food[J]. Journal of Retailing and Consumer Services, 2016, 28:281-287.
[19]靳明,赵昶.绿色农产品消费意愿和消费行为分析[J].中国农村经济,2008(5):44-55.Jin M, Zhao C. Analysis on consumption intention and consumption behavior of green agricultural products[J].Chinese Rural Economy, 2008(5):44-55.
[20] Marian L, Chrysochou P, Krystallis A, et al. The role of price as a product attribute in the organic food context:An exploration based on actual purchase data[J]. Food Quality and Preference, 2014, 37:52-60.
[21] Aschemann-Witzel J, Zielke S. Can't buy me green? A review of consumer perceptions of and behavior toward the price of organic food[J]. Journal of Consumer Affairs, 2017, 51(1):211-251.
[22]凌六一,郭晓龙,胡中菊,等.基于随机产出与随机需求的农产品供应链风险共担合同[J].中国管理科学,2013, 21(2):50-57.Ling L Y, Guo X L, Hu Z J, et al. The risk-sharing contracts under random yield and stochastic demand in agricultural supply chain[J]. Chinese Journal of Management Science, 2013, 21(2):50-57.
[23]许强,曾美花,王应明.基于供货量损耗比的鲜活农产品均衡问题研究[J].工业工程,2015, 18(2):59-65.Xu Q, Zeng M H, Wang Y M. A study on the equilibrium of fresh agricultural product supply chain network with supply loss ratio[J]. Industrial Engineering Journal, 2015, 18(2):59-65.
[24]徐庆,朱道立,鲁其辉.Nash均衡、变分不等式和广义均衡问题的关系[J]·管理科学学报,2005, 8(3):1-7.Xu Q, Zhu D L, Lu Q H. Relations among Nash equilibrium, variational inequalities and generalized equilibrium problem[J]. Chinese Journal of Management Science, 2005, 8(3):1-7.
[25] Korpelevich G M. The extragradient method for finding saddle points and other problems[J]. Matecon, 1976, 12:747-756.
[26] He B S, Xu Y, Yuan X M. A logarithmic-quadratic proximal prediction-correction method for structured monotone variational inequalities[J]. Computational Optimization and Applications, 2006, 35(1):19-46.
[27] Auslender A, Teboulle M, Ben-Tiba S. A logarithmic-quadratic proximal method for variational inequalities[J].Computational Optimization and Applications, 1999, 12(1-3):31-40.
[28]周岩,胡劲松,赵海瑞,等.具有产能约束和价格干预的闭环供应链网络双渠道均衡[J].系统科学与数学,2012, 32(9):1072-1091.Zhou Y, Hu J S, Zhao H R, et al. Closed-loop supply chain network dual channel equilibrium model with production capacity constraints and price rigidities[J]. Journal of Systems Science&Mathematical Sciences,2012, 32(9):1072-1091.
[29] Lee H J, Yun Z S. Consumers'perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food[J]. Food Quality and Preference, 2015, 39:259-267.
[2]Poulston J, Yiu A Y K. Profit or principles:Why do restaurants serve organic food?[J], International Journal of Hospitality Management, 2011, 30(1):184-191.
[3] Favilli E, Rossi A, Brunori G. Food networks:Collective action and local de'velopment. The role of organic farming as boundary object[J]. Organic Agriculture, 2015, 5(3):235-243.
[4]黄漫宇,彭虎锋.中国绿色食品产业发展水平的地区差异及影响因素分析[J].中国农业科学,2014, 47(23):4745-4753.Huang M Y, Peng H F. Study on the regional differences and influential factors of the development of China's green food industry[J]. Scientia Agricultura Sinica, 2014, 47(23):4745-4753.
[5]朱文涛.中国绿色食品产业发展区域异质性及成因研究[J]·华东经济管理,2017, 31(9):75-83.Zhu W T. A study on regional heterogeneity and causes decomposition in the development of Chinese green food industry[J]. East China Economic Management, 2017, 31(9):75-83.
[6] Nagurney A, Dong J, Zhang D. A supply chain network equilibrium model[J]. rTVansportation Research Part E:Logistics and Transportation Review, 2002, 38(5):281-303.
[7]张铁柱,刘志勇,滕春贤,等.多商品流供应链网络均衡模型的研究[J].系统工程理论与实践,2005, 25(7):61-66.Zhang T Z, Liu Z Y, Teng C X, et al. A multi-commodity flow supply chain network equilibrium model[J].Systems Engineering—Theory&Practice, 2005, 25(7):61-66.
[8]徐兵,朱道立·产品随机选择下多商品流供应链网络均衡模型研究[J].系统工程理论与实践,2007,27(3):82-90.Xu B, Zhu D L. Multi-commodity flow supply chain network equilibrium model with stochastic choice[J]. Systems Engineering—Theory Practice, 2007, 27(3):82-90.
[9]滕春贤,姚锋敏,胡宪武.具有随机需求的多商品流供应链网络均衡模型的研究[J].系统工程理论与实践,2007, 27(10):77-83.Teng C X, Yao F M, Hu X W. Study on multi-commodity flow supply chain network equilibrium model with random demand[J]. Systems Engineering—Theory&Practice, 2007, 27(10):77-83.
[10]胡劲松,徐元吉,刘芳霞,等.具有模糊需求的多商品流供应链网络均衡研究[J].控制与决策,2012, 27(5):665-672.Hu J S, Xu Y J, Liu F X, et al. Multi-products flow supply chain network equilibrium with fuzzy demand[J].Control&Decision, 2012, 27(5):665-672.
[11] Yu M, Nagurney A. Competitive food supply chain networks with application to fresh produce[J]. European Journal of Operational Research, 2013, 224(2):273-282.
[12] Nagurney A, Saberi S, Shukla S, et al. Supply chain network competition in price and quality with multiple manufacturers and freight service providers[J]. Transportation Research Part E:Logistics and Transportation Review, 2015, 77:248-267.
[13] Nagurney A, Li D. A supply chain network game theory model with product differentiation, outsourcing of production and distribution, and quality and price competition[J]. Annals of Operations Research, 2015, 226(1):479-503.
[14] Besik D, Nagurney A. Quality in competitive fresh produce supply chains with application to farmers'markets[J].Socio-Economic Planning Sciences, 2017, 60:62-76.
[15]尹世久,徐迎军,陈默.消费者有机食品购买决策行为与影响因素研究[J].中国人口.资源与环境,2013,23(7):136-141.Yin S J, Xu Y J, Chen M. Consumers purchase decisions and affecting factors on organic food[J]. China Population, Resources&Environment, 2013, 23(7):136-141.
[16] Olson E L. The rationalization and persistence of organic food beliefs in the face of contrary evidence[J], Journal of Cleaner Production, 2017, 140(2):1007-1013.
[17] Chen J,Lobo A, Rajendran N. Drivers of organic food purchase intentions in mainland China—Evaluating potential customers1 attitudes, demographics and segmentation[J], International Journal of Consumer Studies,2014, 38(4):346-356.
[18] Hwang J. Organic food as self-presentation:The role of psychological motivation in older consumers'purchase intention of organic food[J]. Journal of Retailing and Consumer Services, 2016, 28:281-287.
[19]靳明,赵昶.绿色农产品消费意愿和消费行为分析[J].中国农村经济,2008(5):44-55.Jin M, Zhao C. Analysis on consumption intention and consumption behavior of green agricultural products[J].Chinese Rural Economy, 2008(5):44-55.
[20] Marian L, Chrysochou P, Krystallis A, et al. The role of price as a product attribute in the organic food context:An exploration based on actual purchase data[J]. Food Quality and Preference, 2014, 37:52-60.
[21] Aschemann-Witzel J, Zielke S. Can't buy me green? A review of consumer perceptions of and behavior toward the price of organic food[J]. Journal of Consumer Affairs, 2017, 51(1):211-251.
[22]凌六一,郭晓龙,胡中菊,等.基于随机产出与随机需求的农产品供应链风险共担合同[J].中国管理科学,2013, 21(2):50-57.Ling L Y, Guo X L, Hu Z J, et al. The risk-sharing contracts under random yield and stochastic demand in agricultural supply chain[J]. Chinese Journal of Management Science, 2013, 21(2):50-57.
[23]许强,曾美花,王应明.基于供货量损耗比的鲜活农产品均衡问题研究[J].工业工程,2015, 18(2):59-65.Xu Q, Zeng M H, Wang Y M. A study on the equilibrium of fresh agricultural product supply chain network with supply loss ratio[J]. Industrial Engineering Journal, 2015, 18(2):59-65.
[24]徐庆,朱道立,鲁其辉.Nash均衡、变分不等式和广义均衡问题的关系[J]·管理科学学报,2005, 8(3):1-7.Xu Q, Zhu D L, Lu Q H. Relations among Nash equilibrium, variational inequalities and generalized equilibrium problem[J]. Chinese Journal of Management Science, 2005, 8(3):1-7.
[25] Korpelevich G M. The extragradient method for finding saddle points and other problems[J]. Matecon, 1976, 12:747-756.
[26] He B S, Xu Y, Yuan X M. A logarithmic-quadratic proximal prediction-correction method for structured monotone variational inequalities[J]. Computational Optimization and Applications, 2006, 35(1):19-46.
[27] Auslender A, Teboulle M, Ben-Tiba S. A logarithmic-quadratic proximal method for variational inequalities[J].Computational Optimization and Applications, 1999, 12(1-3):31-40.
[28]周岩,胡劲松,赵海瑞,等.具有产能约束和价格干预的闭环供应链网络双渠道均衡[J].系统科学与数学,2012, 32(9):1072-1091.Zhou Y, Hu J S, Zhao H R, et al. Closed-loop supply chain network dual channel equilibrium model with production capacity constraints and price rigidities[J]. Journal of Systems Science&Mathematical Sciences,2012, 32(9):1072-1091.
[29] Lee H J, Yun Z S. Consumers'perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food[J]. Food Quality and Preference, 2015, 39:259-267.