摘要：分享兴趣，传播快乐，增长见闻，留下美好！亲爱的您，这里是LearningYard新学苑。今天小编为大家带来文章“覃学苦练（43）：精读期刊论文《考虑保鲜努力的生鲜农产品供应链运作绩效比较：基于O2O集聚VS.传统电商》传统电商模式下集中决策”欢迎您的访问。Sh

分享兴趣，传播快乐，
增长见闻，留下美好！
亲爱的您，这里是LearningYard新学苑。
今天小编为大家带来文章
“覃学苦练（43）：精读期刊论文《考虑保鲜努力的生鲜农产品供应链运作绩效比较：基于O2O集聚VS.传统电商》传统电商模式下集中决策”
欢迎您的访问。
Share interest, spread happiness,
Increase knowledge, leave a beautiful!
Dear, this is LearningYard Academy.
Today, the editor brings you an article.
"Qin Xueku Lian (43): Intensive reading of the journal article 'Comparison of the operational performance of fresh agricultural product supply chains considering preservation efforts: Based on O2O aggregation VS. traditional e-commerce" Centralized decision-making under the traditional e-commerce model"
Welcome to your visit.

一、思维导图（Mind mapping）

根据之前对传统模式下分散决策进行了分享，因此，现在继续推进，给大家带来在传统模式下集中决策的精读分享。

Based on the previous sharing of decentralized decision-making under the traditional model, we will now move forward and bring you a detailed sharing of centralized decision-making under the traditional model.

二、精读内容（Intensive reading content）

（一）模式背景（Pattern background）

在传统电商模式下的集中决策场景中，电商平台仅承担中介角色，使得消费者与农场能够通过平台直接对接。这种模式旨在消除中间环节的部分阻碍，减少信息不对称，实现供应链总利润的最大化。从供应链整体的角度出发，各环节的协同性得到增强，通过统一决策来优化资源配置和运营策略。

In the centralized decision-making scenario under the traditional e-commerce model, the e-commerce platform only acts as an intermediary, allowing consumers and farms to connect directly through the platform. This model aims to eliminate some obstacles in the middle link, reduce information asymmetry, and maximize the total profit of the supply chain. From the perspective of the entire supply chain, the synergy of each link is enhanced, and resource allocation and operation strategies are optimized through unified decision-making.

（二）利润函数构建（Profit function construction）

根据之前需求函数的推到，接下来对供应链总利润进行定义来衡量该模式运营效果，其利润函数如下图所示，此函数综合考虑了产品销售价格、成本、市场需求、保鲜努力以及新鲜度衰减等多方面因素。其中，销售价格pi(2)和保鲜努力水平θi(2)是决策的关键变量，它们直接影响着销售量Qi(2)和利润，成本c涵盖了生产和物流等方面的支出。

Based on the derivation of the demand function, the total profit of the supply chain is defined to measure the operating effect of the model. The profit function is shown in the figure below. This function comprehensively considers factors such as product sales price, cost, market demand, preservation efforts, and freshness decay. Among them, the sales price pi(2) and the preservation effort level θi(2) are the key variables of the decision. They directly affect the sales volume Qi(2)and profit. The cost c covers the expenditures in production and logistics.

（三）最优决策求解（Solve the optimal decision）

为了实现供应链总利润最大化，农场需要对利润函数进行优化求解。通过先求解一阶条件如下图所示。

To maximize the total profit of the supply chain, the farm needs to optimize the profit function. By solving the first-order condition first, as shown in the figure below.

得到消费者网上购买生鲜农产品的最优价格及农场的最佳保鲜努力水平如下图所示。这些最优决策是在综合考虑各种因素相互作用的基础上得出的，反映了在当前市场条件和成本结构下，农场为实现利润最大化所应采取的策略。

The optimal price for consumers to buy fresh agricultural products online and the optimal level of freshness preservation efforts of farms are shown in the figure below. These optimal decisions are made based on the interaction of various factors and reflect the strategies that farms should adopt to maximize profits under current market conditions and cost structures.

（四）绩效指标确定（Performance indicator determination）

将上述求得的最优价格和保鲜努力水平代入相关公式，可进一步确定集中决策下的最优市场销售量和供应链总利润。如下图所示，最优市场销售量，它体现了在最优决策下，市场对生鲜农产品的接纳程度。供应链总利润 ，该指标直观地反映了集中决策模式下供应链的整体盈利状况。这些绩效指标不仅是对当前决策效果的量化体现，也是与其他模式（如分散决策模式、O2O 集聚模式等）进行对比分析的重要依据。

Substituting the optimal price and preservation effort level obtained above into the relevant formula, the optimal market sales volume and total supply chain profit under centralized decision-making can be further determined. As shown in the figure below, the optimal market sales volume reflects the market's acceptance of fresh agricultural products under the optimal decision. The total supply chain profit, this indicator intuitively reflects the overall profitability of the supply chain under the centralized decision-making model. These performance indicators are not only a quantitative reflection of the current decision-making effect but also an important basis for comparative analysis with other models (such as the decentralized decision-making model, O2O aggregation model, etc.).

（五）集中决策与分散决策的对比（Centralized and decentralized decision making）

通过在传统模式下集中决策与分散决策，求出的生鲜农产品销售量、保鲜努力水平、供应链总利润的大小比较，如下图所示，可以得出命题2，在传统电商模式下，纵向一体化的集中决策是分散决策的帕累托改进。即集中决策相较于分散决策，可提升生鲜农产品市场需求量，增强农场保鲜努力，提高全链总利润。这表明集中决策在传统电商生鲜农产品供应链中，能实现资源更优配置，提升整体运营绩效。

By comparing the sales volume of fresh agricultural products, the level of preservation efforts, and the total profit of the supply chain under centralized and decentralized decision-making in the traditional model, as shown in the figure below, we can draw Proposition 2: Under the traditional e-commerce model, vertically integrated centralized decision-making is a Pareto improvement of decentralized decision-making. That is, centralized decision-making can increase the market demand for fresh agricultural products, enhance farm preservation efforts, and increase the total profit of the entire chain compared to decentralized decision-making. This shows that centralized decision-making can achieve better resource allocation and improve overall operational performance in the traditional e-commerce fresh agricultural product supply chain.

今天的分享就到这里了。
如果您对文章有独特的想法，
欢迎给我们留言，
让我们相约明天。
祝您今天过得开心快乐！
That's all for today's sharing.
If you have a unique idea about the article,
please leave us a message,
and let us meet tomorrow.
I wish you a nice day!

翻译：讯飞星火翻译

参考资料：百度百科

参考文献：张新香,张子颖.考虑保鲜努力的生鲜农产品供应链运作绩效比较：基于O2O集聚VS．传统电商[J].管理评论,2024,36(04):233-246.2024.04.016.

本文由LearningYard新学苑整理发出，如有侵权请在后台留言沟通！

文字：qin
排版：qin
审核|hzy

来源：LearningYard学苑