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“覃学苦练（47）：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》算例分析（3）”
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Dear, this is LearningYard Academy.
Today, the editor brings you an article.
“Qin Xuekulian (47): Intensive reading of the journal article “Comparison of fresh agricultural product supply chain operation performance considering preservation efforts: Based on O2O aggregation VS. traditional e-commerce” case analysis (3)”
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一、思维导图（Mind mapping）
根据之前对集聚发起人提成引致供应链运作绩效差异进行了精读分享。现在，该部分聚焦于新鲜度敏感系数对供应链运作绩效的影响，通过设定固定参数并变动新鲜度敏感系数，对比分析集聚模式和传统电商模式下的供应链绩效，进一步验证前文理论命题。
Based on the previous in-depth study on the differences in supply chain operation performance caused by the commission of cluster initiators, this section now focuses on the impact of the freshness sensitivity coefficient on the supply chain operation performance. By setting fixed parameters and changing the freshness sensitivity coefficient, the supply chain performance under the cluster model and the traditional e-commerce model is compared and analyzed to further verify the theoretical proposition in the previous article.
二、精读内容（Intensive reading content）
（一）参数假设（Parameter assumptions）
固定价格敏感系数、集聚发起人提成、线下体验水平系数、及新鲜度衰减系数，令新鲜度敏感系数b在一定区间变动，考察其对两种模式下供应链运作绩效及绩效差异的影响。采用数值仿真方法，通过计算不同b值下的相关绩效指标绘制图表进行分析。
The price sensitivity coefficient, the commission of the cluster initiator, the offline experience level coefficient, and the freshness attenuation coefficient are fixed, and the freshness sensitivity coefficient b is changed in a certain range to examine its impact on the supply chain operation performance and performance differences under the two modes. The numerical simulation method is used to calculate the relevant performance indicators under different b values and draw charts for analysis.
（二）对价格和销售量变动分析（Analysis of price and sales volume changes）
集聚模式新鲜度基本无衰减，传统电商随时间下降。新鲜度敏感系数增大时，消费者更依此决策，加剧对传统电商质量担忧，对集聚模式更满意，愿付更高价，使集聚模式价格上升、销量优势渐显，契合命题3、4 ，体现其在价格和销量方面优势随系数增加而增强，如下图所示。
The freshness of the cluster model has basically not decayed, while that of traditional e-commerce has declined over time. When the freshness sensitivity coefficient increases, consumers make decisions based on it, which increases their concerns about the quality of traditional e-commerce, makes them more satisfied with the cluster model, and is willing to pay a higher price, which makes the price of the cluster model rise and the sales advantage gradually become apparent, which is consistent with Propositions 3 and 4, reflecting that its advantages in price and sales increase with the increase of the coefficient, as shown in the figure below.
这两张图是关于集聚发起人提成对生鲜农产品价格和市场销售量影响的数值模拟结果，通过对比集聚模式和传统电商模式以及考虑线下体验水平的集聚模式和传统电商模式来呈现规律。
These two figures are the results of numerical simulations on the impact of cluster initiator commissions on the price and market sales volume of fresh agricultural products. The patterns are presented by comparing the cluster model with the traditional e-commerce model, as well as the cluster model and the traditional e-commerce model that take offline experience levels into consideration.
图（a）表示发起人提成引致价格变动，横轴是提成比例，纵轴是价格。从图可以看出，聚集模式下，提成增加，价格上升，因要保利润，且考虑线下体验时价格更高，或因附加值提升。传统模式下，价格稳定，受提成影响小，成本与定价逻辑不同。
Figure (a) shows the price changes caused by the commission of the promoter, with the horizontal axis being the commission ratio and the vertical axis being the price. As can be seen from the figure, under the aggregation model, the commission increases and the price rises because of the need to maintain profits, and the price is higher when considering the offline experience, or because of the increase in added value. Under the traditional model, the price is stable and is less affected by the commission, and the cost and pricing logic are different.
图（b）发起人提成引致销售量变动，横轴是提成比例，纵轴是销量，集聚模式下提成增加，价格升致销量降，线下体验可缓解下滑。传统电商模式下，销量随提成增加下降，幅度小于集聚模式，因价格受提成影响小。
Figure (b) shows the change in sales volume caused by the promoter's commission. The horizontal axis is the commission ratio and the vertical axis is the sales volume. In the clustering model, the commission increases, the price increases and the sales volume decreases. The offline experience can alleviate the decline. In the traditional e-commerce model, the sales volume decreases with the increase of commission, but the amplitude is smaller than that of the clustering model because the price is less affected by the commission.
（三）保鲜努力变动分析（Analysis of changes in preservation efforts）
对保鲜努力水平而言，集聚模式本就因销售量优势，农场保鲜积极性高。随着消费者对新鲜度依赖增强，为满足销量和质量要求，农场更积极投入保鲜，与命题5相符，体现集聚模式在保鲜努力上因新鲜度敏感系数增加而更具优势，如下图所示。
In terms of the level of preservation efforts, the cluster model has an advantage in sales volume, so farms are more motivated to preserve fresh products. As consumers become more dependent on freshness, farms are more actively investing in preservation to meet sales and quality requirements, which is consistent with Proposition 5. This shows that the cluster model has an advantage in preservation efforts due to the increase in the freshness sensitivity coefficient, as shown in the figure below.
图 c 展示的是集聚发起人提成对保鲜努力水平的影响。横轴是集聚发起人提成，；纵轴为保鲜努力水平。其中，表集聚模式下，保鲜努力水平，随提成增加呈下降趋势，且考虑线下体验水平时相对较高，传统电商模式下的保鲜努力水平，受提成影响小，相对稳定。
Figure c shows the impact of the commission of the cluster initiator on the level of freshness preservation efforts. The horizontal axis is the commission of the cluster initiator, and the vertical axis is the level of freshness preservation efforts. Among them, under the cluster model, the level of freshness preservation efforts tends to decrease with the increase of commission, and is relatively high when considering the offline experience level. The level of freshness preservation efforts under the traditional e-commerce model is less affected by the commission and is relatively stable.
（四）利润变动分析（Profit change analysis）
集聚模式下生鲜农产品质量高，可提价促购，使农场和电商平台利润及供应链总利润提升，与命题 6 相符，凸显其利润优势随新鲜度敏感系数增加而增强，如下图所示。
In the agglomeration model, fresh agricultural products are of high quality and can be priced higher to promote purchases, thereby increasing the profits of farms and e-commerce platforms and the total profits of the supply chain, which is consistent with Proposition 6 and highlights that its profit advantage increases with the increase in the freshness sensitivity coefficient, as shown in the figure below.
图（d）表示发起人提成引致平台或农场利润变动，横轴表示发起人提成，纵轴为平台或农场利润，集聚模式下提成增加，利润下降。传统模式下，利润相对稳定，受提成影响小。图（e）表示发起人提成引致全链总利润变动，横轴表示发起人提成，纵轴为全链利润，集聚模式下提成增加，总利润下降。传统模式下，总利润相对平稳，受提成影响小。
Figure (d) shows the change in platform or farm profit caused by the initiator's commission. The horizontal axis shows the initiator's commission and the vertical axis shows the platform or farm profit. In the clustering model, the commission increases and the profit decreases. In the traditional model, the profit is relatively stable and is less affected by the commission. Figure (e) shows the change in the total profit of the whole chain caused by the initiator's commission. The horizontal axis shows the initiator's commission and the vertical axis shows the profit of the whole chain. In the clustering model, the commission increases and the total profit decreases. In the traditional model, the total profit is relatively stable and is less affected by the commission.
（五）结论（Conclusion）
新鲜度敏感系数对集聚模式和传统电商模式的供应链运作绩效影响显著。在集聚模式下，随着新鲜度敏感系数增大，生鲜农产品价格上升、销售量增加、保鲜努力水平提高、供应链总利润提升，相比传统电商模式的优势更加明显，验证了前文理论分析中关于新鲜度敏感系数对供应链绩效影响的相关命题。
The freshness sensitivity coefficient has a significant impact on the supply chain operation performance of the agglomeration model and the traditional e-commerce model. In the agglomeration model, as the freshness sensitivity coefficient increases, the price of fresh agricultural products rises, sales volume increases, the level of preservation efforts improves, and the total profit of the supply chain increases. Compared with the traditional e-commerce model, the advantages are more obvious, which verifies the relevant propositions about the impact of the freshness sensitivity coefficient on supply chain performance in the previous theoretical analysis.
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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.
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