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（39）：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》O2O集聚模式下集中决策（2）”欢迎您的访

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“覃学苦练（39）：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》O2O集聚模式下集中决策（2）”
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Today, the editor brings you an article.
"Qin Xueku Lian (39): 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 O2O aggregation model (2)"
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一、思维导图（Mind mapping）

根据之前对O2O聚集模式下分散决策进行了精读分享，现在给大家带来文章在O2O聚集模式下集中决策下的博弈结构、相关函数定义和均衡解求解的讲解。

Based on the previous in-depth reading and sharing of decentralized decision-making under the O2O aggregation model, this article now explains the game structure, related function definitions, and equilibrium solution under centralized decision-making under the O2O aggregation model.

二、精读内容（Intensive reading content）

（一）供应链结构（Supply chain structure）

O2O集聚模式集中决策下，供应链由农场、电商平台、集聚发起人、线下体验店和消费者构成。农场负责生产包装，电商平台提供交易渠道，集聚发起人聚合需求，线下体验店增强信任，消费者产生需求并决策购买，各方协同提升供应链绩效。

Under the centralized decision-making of the O2O cluster model, the supply chain consists of farms, e-commerce platforms, cluster initiators, offline experience stores, and consumers. Farms are responsible for production and packaging, e-commerce platforms provide transaction channels, cluster initiators aggregate demand, offline experience stores enhance trust, and consumers generate demand and make purchase decisions. All parties work together to improve supply chain performance.

（二）博弈主体和决策顺序（Game players and decision-making order）

1.博弈主体（Game subject）

主要包括农场、电商平台和消费者。农场负责生产和供应生鲜农产品；电商平台提供交易平台并协调双方；消费者产生需求并进行购买决策。

It mainly includes farms, e-commerce platforms, and consumers. Farms are responsible for producing and supplying fresh agricultural products; e-commerce platforms provide trading platforms and coordinate both parties; consumers generate demand and make purchasing decisions.

2.决策顺序（Decision order）

农场在决策中起主导作用，其目标是实现利润最大化。电商平台辅助农场决策，为双方交易提供便利。消费者的需求和购买行为影响着整个供应链的决策方向。

Farms play a leading role in decision-making, to maximize profits. E-commerce platforms assist farms in making decisions and facilitate transactions between the two parties. Consumer demand and purchasing behavior influence the decision-making direction of the entire supply chain.

（三）供应商利润函数定义（Supplier profit function definition）

O2O集聚模式集中决策旨在实现供应链利润最大化，通过构建利润函数、求解最优决策变量，得到最优市场销售量和总利润，为供应链高效运作提供决策依据。根据文章供应商的利润函数的定义如下图所示。该函数综合产品价格、成本、市场需求、线下体验、保鲜努力等因素，全面反映各因素对利润的影响。

The centralized decision-making of the O2O clustering model aims to maximize the profit of the supply chain. By constructing a profit function and solving the optimal decision variables, the optimal market sales volume and total profit are obtained, providing a decision-making basis for the efficient operation of the supply chain. According to the definition of the supplier's profit function in the article, the figure below is shown. This function integrates factors such as product price, cost, market demand, offline experience, and freshness preservation efforts to reflect the impact of various factors on profits fully.

（四）决策过程（Decision-making process）

农场为实现利润最大化，对总利润函数分别关于价格pi(1)、体验水平ki、保鲜努力水平θi(1)求一阶偏导数，并令其为0，得到集中决策下最优生鲜农产品网络销 售价格、最好体验水平、最佳保鲜努力付出分别如下图所示。

To maximize profits, the farm calculates the first-order partial derivatives of the total profit function concerning price pi(1), experience level ki, and preservation effort level θi(1), and sets them to 0. The optimal online sales price of fresh agricultural products, the best experience level, and the best preservation effort under centralized decision-making are obtained as shown in the figure below.

再将其代入需求函数和利润函数，可以得到在这个情况下的最优需求和利润，如下图所示。

Substituting it into the demand and profit functions, we can get the optimal demand and profit in this case, as shown in the figure below.

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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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文字：qin
排版：qin
审核|Yue

来源：LearningYard学苑