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（42）：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》传统电商模式下分散决策”欢迎您的访问。Sh
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“覃学苦练（42）：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》传统电商模式下分散决策”
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Dear, this is LearningYard Academy.
Today, the editor brings you an article.
"Qin Xueku Lian (42): 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' Decentralized decision-making under the traditional e-commerce model"
Welcome to your visit.
一、思维导图（Mind mapping）
之前对在O2O聚集模式下的分散和集中决策都进行了精读，也精读了在传统模式下的假设定义，因此，现在继续进行精读，给大家打来在传统模式下分散决策的精度分享。
Previously, I have carefully read the decentralized and centralized decision-making in the O2O aggregation model and also carefully read the assumption definitions in the traditional model. Therefore, I will continue to read it carefully and share with you the accuracy of decentralized decision-making in the traditional model.
二、精读内容（Intensive reading content）
（一）博弈主体（Game subject）
在传统电商模式的分散决策情境中，供应链由电商平台、农场和消费者构成。电商平台作为代销商，与农场形成两级供应链，且农场在 Stackelberg 博弈中占据主导地位，电商平台则作为追随者。这种模式下，没有线下体验店，也就不存在体验成本和集聚发起人提成这两项支出。
In the decentralized decision-making scenario of the traditional e-commerce model, the supply chain consists of e-commerce platforms, farms, and consumers. As distributors, e-commerce platforms form a two-level supply chain with farms, and farms dominate the Stackelberg game while e-commerce platforms act as followers. In this model, there are no offline experience stores, so there are no experience costs and commissions from aggregation initiators.
（二）需求函数构建（Demand function construction）
根据之前消费者在销售周期T内均匀分布，t时刻的时变效用函数的定义，和对整个销售周期T的需求函数进行了推到，结果如下，该需求函数综合考虑了价格、新鲜度以及消费者效用等多种因素，为后续利润函数的构建和决策分析奠定了基础。
Based on the previous definition of the time-varying utility function at time t, which is uniformly distributed among consumers in the sales cycle T, and the demand function for the entire sales cycle T, the results are as follows. This demand function comprehensively considers factors such as price, freshness, and consumer utility, laying the foundation for the subsequent profit function and decision analysis construction.
（三）利润函数推导（Derivation of profit function）
1. 电商平台利润函数（E-commerce platform profit function）
电商平台的利润函数如下图所示，电商平台通过销售生鲜农产品获取利润，其利润大小取决于销售价格与采购价格的差值以及销售量，而销售量又与价格、保鲜努力水平等因素相关。
The profit function of the e-commerce platform is shown in the figure below. The e-commerce platform makes profits by selling fresh agricultural products. The profit size depends on the difference between the sales price and the purchase price and the sales volume, which is related to factors such as price and the level of preservation efforts.
2. 农场利润函数（Farm profit function）
农场利润函数为下图所示，其中c为单位生鲜农产品的生产成本和物流配送成本。农场的利润由销售价格与成本的差值乘以销售量，再减去保鲜成本得到。
The farm profit function is shown in the figure below, where c is the production cost and logistics distribution cost per unit of fresh agricultural products. The profit of the farm is obtained by multiplying the difference between the sales price and the cost by the sales volume and then subtracting the preservation cost.
（四）最优决策求解（Solve the optimal decision）
为了实现利润最大化，电商平台和农场分别进行决策。电商平台追求利润最大化，先对其利润函数求关于pd(2)的一阶导数并令其为0，得到结果如下图所示。
To maximize profits, e-commerce platforms and farms make decisions separately. E-commerce platforms pursue profit maximization; first find the first derivative of its profit function about pd(2)and make it 0, and get the result as shown in the figure below.
再根据农场在pd(2)外生变量约束下，对自身利润函数求关于w(2)和θd(2)的一阶导数并令其为0,从而得到农场出售给电商平台的生鲜农产品最优价格和最佳保鲜努力水平，如下图所示。
Then, based on the farm's exogenous variable constraints under the pd(2) exogenous variable, the first derivative of its profit function is obtained, and the best preservation level of fresh agricultural products sold to the e-commerce platform by the farm, as shown in the figure below.
（五）绩效结果分析（Performance results analysis）
将上述最优价格和保鲜努力水平代入相关公式，可得到传统电商模式下分散决策供应链的一系列绩效结果。包括消费者最优生鲜农产品需求、电商平台和农场在博弈情形下的最优利润以及全链总利润，如下图所示，这些结果反映了在传统电商分散决策模式下，供应链各环节的运营状况和利润水平。
By substituting the above optimal price and freshness level into the relevant formula, a series of performance results of decentralized decision-making supply chains under the traditional e-commerce model can be obtained. Including consumers' optimal fresh agricultural product demand, the best profits of e-commerce platforms and farms in the game situation, and the total profits of the entire chain, as shown in the figure below, these results reflect the operating conditions and profit levels of each link of the supply chain under the traditional e-commerce decentralized decision-making model.
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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
