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“覃学苦练（45）：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（1）”
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"Qin Xueku Lian (45): 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 (1)"
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一、思维导图（Mind mapping）

通过之前对模型的精读，接下作者为探究价格敏感系数对集聚模式和传统电商模式下供应链运作绩效及两种模式绩效差异的影响，采用数值仿真方法，通过固定其他参数，变动价格敏感系数进行算例分析。故现在将给大家带来算例分析部分，对价格敏感系数引致供应链运作绩效差异进行精读分享。

Based on the prior in-depth analysis of the model, the author next investigates how price sensitivity coefficients influence supply chain operational performance in both aggregation and traditional e-commerce modes, as well as the performance differences between these modes. This study conducts case analyses using numerical simulation methods by fixing other parameters while varying price sensitivity coefficients. The following section will examine how price sensitivity coefficients drive supply chain performance differences through these numerical examples.

二、精读内容（Intensive readingcontent）

（一）参数设定（Parameter settings）

参考已有文献并结合实际，设定基本参数值如下图所示，方便后续分别计算基于O2O集聚和传统电商两种模式下，分散决策和集中决策的生鲜农产品最优市场价格、需求量、保鲜努力水平、全链总利润以及分散决策下的电商平台利润和农场利润。

Based on existing literature and practical considerations, basic parameter values are set as shown in the figure below. This facilitates subsequent calculations of optimal market prices, demand levels, freshness effort levels, and total supply chain profits for fresh agricultural products under both O2O agglomeration and traditional e-commerce models, under both decentralized and centralized decision-making scenarios, and the profits of the e-commerce platform and farm under decentralized decision-making.

（二）价格变动分析（Price change analysis）

精读可知价格与敏感系数关系无论是集聚模式还是传统电商模式，价格敏感系数上升，生鲜农产品价格都会递减，如下图所示。

A close analysis reveals that in both cluster models and traditional e-commerce models, as the price sensitivity coefficient increases, the price of fresh agricultural products decreases, as shown in the figure below.

根据图片看出图中有四条折线，分别用不同符号标记分别对应O2O集聚模式和传统电商模式下，分散决策和集中决策的生鲜农产品价格。四条折线均呈下降趋势，说明无论哪种决策模式和供应链模式，随着价格敏感系数增大，生鲜农产品价格都在降低。即消费者对价格越敏感，商家为促进销售越需降低价格。

The figure shows four polylines (marked with different symbols) corresponding to fresh agricultural product prices under O2O agglomeration and traditional e-commerce modes, in both decentralized and centralized decision-making scenarios. All lines exhibit downward trends, indicating that as price sensitivity coefficients increase, prices decline regardless of decision-making models or supply chain modes. This implies that heightened consumer price sensitivity drives merchants to lower prices for sales promotion.

从折线位置看，在相同价格敏感系数下，部分折线对应的价格存在高低差异，这表明不同模式（集聚模式与传统电商模式，或不同决策方式）下生鲜农产品价格有差异，可能是因各模式成本结构、销售策略、消费者偏好等因素不同导致。

Judging from the position of the broken lines, under the same price sensitivity coefficient, the prices corresponding to some broken lines vary in high and low. This indicates that there are differences in the prices of fresh agricultural products under different models (agglomeration model and traditional e-commerce model, or different decision-making methods), which may be due to the differences in cost structure, sales strategy, consumer preferences, and other factors of each model.

（三）综合绩效分析（Comprehensive performance analysis）

1.价格敏感系数引致销售量变动（Price sensitivity coefficient drives sales volume changes）

如下图所示，可以看出横轴为价格敏感系数，纵轴是市场销售量，四条折线，可能分别对应不同供应链模式（如O2O集聚模式和传统电商模式）和决策方式（分散决策、集中决策）下的生鲜农产品市场销售量。

The figure shows the horizontal axis as the price sensitivity coefficient and the vertical axis as market sales volume. The four polylines likely correspond to fresh agricultural product sales under different supply chain modes (O2O agglomeration vs. traditional e-commerce) and decision-making approaches (decentralized vs. centralized).

四条折线均呈下降趋势，表明随着价格敏感系数增大，生鲜农产品市场销售量减少。原因是消费者对价格更敏感时，价格稍有上升就会减少购买量。同时，部分折线在相同价格敏感系数下位置有高低差异，说明不同模式和决策方式下销售量存在差别。

All four polylines decline, indicating reduced sales of fresh agricultural products as price sensitivity increases: heightened consumer sensitivity causes even slight price increases to reduce purchases. Vertical differences among lines at identical sensitivity levels highlight variations in sales performance across supply chain modes or decision-making approaches, likely stemming from differences in cost structures or operational strategies.

2.价格敏感系数引致保鲜努力变动（Price sensitivity coefficient drives freshness preservation effort variations）

如下图所示，可以看出横轴为价格敏感系数，纵轴是保鲜努力水平，四条折线分别代表不同情境下的保鲜努力程度。

The diagram shows the horizontal axis as the price sensitivity coefficient and the vertical axis as freshness preservation effort levels, with four polylines representing preservation efforts under different scenarios.

折线均向下倾斜，意味着价格敏感系数升高，保鲜努力水平降低。这可能是因为价格敏感系数增大使产品价格和销量受影响，企业利润空间压缩，没有更多资源投入保鲜；也可能是消费者更关注价格而非产品新鲜度，企业降低保鲜投入。不同折线位置差异反映出不同模式和决策方式下，保鲜努力水平原本就存在差异。

All polylines are downward-sloping, indicating that rising price sensitivity coefficients correlate with reduced freshness preservation efforts. This may occur because heightened price sensitivity lowers product prices and sales, causing reduced profit margins to compress resources available for preservation investments. Alternatively, it could reflect consumer prioritization of price over freshness, leading businesses to reduce preservation efforts. Vertical positional differences between polylines suggest inherent variations in preservation effort levels across operational models or decision-making structures.

3.价格敏感系数引致平台或农场利润变动（Price sensitivity coefficient drives profit variations for platforms or farms）

如下图所示，可以看出横轴是价格敏感系数，纵轴是平台或农场利润。四条折线对应不同模式和决策方式下平台或农场的利润情况。

The diagram shows the horizontal axis as the price sensitivity coefficient and the vertical axis as platform/farm profits, with four polylines corresponding to profits under different supply chain modes and decision-making approaches.

折线呈下降趋势，即价格敏感系数增大，平台或农场利润减少。这是由于价格敏感系数上升使价格和销量降低，直接影响了收入，在成本相对稳定时，利润必然下降。不同折线位置不同，说明不同模式和决策方式对平台或农场利润的基础影响不同。

The polylines show downward trends, indicating that as the price sensitivity coefficient rises, platform/farm profits decrease. This occurs because rising price sensitivity reduces prices and sales volumes, directly lowering revenue. With relatively stable costs, profits inevitably decline. Vertical differences among the polylines reflect distinct baseline profitability impacts from different supply chain modes (O2O agglomeration vs. traditional models) or decision-making approaches (centralized vs. decentralized), likely tied to operational efficiencies or pricing flexibility inherent to each model.

4.价格敏感系数引致全链利润变动（Price sensitivity coefficient drives total supply chain profit variations）

如下图所示，横轴为价格敏感系数，纵轴是全链总利润，四条折线表示不同情境下供应链全链总利润。

The diagram shows the horizontal axis as the price sensitivity coefficient and the vertical axis as total supply chain profits. The four polylines represent total profits across the supply chain under different scenarios (O2O agglomeration vs. traditional models, decentralized vs. centralized decision-making).

折线均下降，表明价格敏感系数增大导致全链总利润降低。因为价格敏感系数影响价格、销量、保鲜努力等多个环节，这些环节的变化综合起来使全链利润空间变小。不同折线的高低差异体现了不同模式和决策方式在全链利润创造能力上的差异。

All polylines decline, indicating that higher price sensitivity coefficients reduce total supply chain profits. This stems from the interconnected impacts of price sensitivity on pricing, sales volume, and freshness preservation efforts—variables that collectively compress profit margins. Vertical positional differences between polylines reveal structural disparities in profit-generation capacity across models (O2O agglomeration vs. traditional models) or decision-making approaches (centralized vs. decentralized), likely attributable to variations in coordination efficiency, cost allocation, or pricing adaptability inherent to each system.

综上图（b）至图（e）显示，随着价格敏感系数增大，生鲜农产品市场销售量、保鲜努力水平、平台或农场利润以及全链总利润均呈下降趋势，表明消费者价格敏感度提升对供应链各环节产生负面效应。同时，不同折线所代表的不同供应链模式和决策方式下，各指标存在差异，说明不同模式和决策在应对消费者价格敏感变化时表现出不同的适应能力与绩效特征。

Figures (b) to (e) collectively indicate that rising price sensitivity coefficients lead to declines in market sales volume, freshness preservation efforts, platform/farm profits, and total supply chain profits, demonstrating that heightened consumer price sensitivity negatively impacts all supply chain aspects. Variations across polylines under different supply chain models (O2O agglomeration vs. traditional) and decision-making approaches (centralized vs. decentralized) highlight disparities in adaptability and performance characteristics when addressing shifting consumer price sensitivity.

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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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