李春发 俎晓彤 田盖地天津理工大学管理学院

摘要：科学合理的冷链物流模式是确保农产品电商价格、新鲜度竞争力的关键。针对涉及两农产品电商、电商自营冷链物流和第三方冷链物流商的供应链，构建两电商竞争、第三方冷链物流商主导的Stackelberg博弈模型及两电商冷链物流模式选择的演化博弈模型，并通过仿真揭示交叉价格弹性、新鲜度需求弹性、自营和第三方保鲜投入成本系数对演化路径的影响。研究表明：若交叉价格弹性、新鲜度需求弹性和第三方保鲜投入成本系数分别增大，自营冷链物流为演化稳定策略，电商倾向自营冷链物流。若自营保鲜投入成本系数增大，第三方冷链物流为演化稳定策略，电商倾向与第三方冷链物流商合作。

关键词：农产品;电商平台;价格竞争;保鲜努力;冷链物流模式;演化博弈Price Competition， Freshness-keepingEffort and Evolution of Cold Chain Logistics Mode of Agricultural Products E-commerceLI Chunfa， ZU Xiaotong， TIAN GaidiSchool of Management， Tianjin University of TechnologyAbstract: Scientific and reasonable cold chain logistics mode is the key to ensure the price and freshness competitiveness of agricultural products e-commerce. For the supply chain involving two agricultural products e-commerce， e-commerce self-run cold chain logistics and third party cold chain logistics provider， the Stackelberg game model that takes into account the competition between two agricultural products e-commerce， and the dominance of third-party cold chain logistics provider， as well as the evolutionary game model for the choice of two agricultural e-commerce cold chain logistics modes were constructed. The influence of cross price elasticity， freshness demand elasticity， and preservation input cost coefficient of self-run and third-party on the evolution path is revealed through the simulation. The results show that: if the cross price elasticity， freshness demand elasticity and the third-party preservation input cost coefficient increase respectively， self-run cold chain logistics is the stable evolutionary strategy， e-commerce tends to self-run cold chain logistics. If the self-run preservation input cost coefficient increases， the third-party cold chain logistics is the stable strategy， the e-commerce tends to cooperate with the third-party cold chain logistics provider.Key words: agricultural products; e-commerce platform; price competition; freshness-keepingeffort; cold-chain logistics mode; evolutionary game

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