重庆工商大学学报（社会科学版）2026，Vol.43Issue(3)：93-105,13.DOI:10.3969/j.issn.1672-0598.2026.03.009
考虑预售溢出效应的生鲜农产品供应链广告投放决策研究
Advertisement Placement Decisions in the Fresh Agricultural Product Supply Chain Considering the Spillover Effect of Presales
摘要
Abstract
Focusing on a two-echelon supply chain consisting of a fresh agricultural product supplier and a retailer,this study integrates presale spillover effects and advertising investment into a unified analytical framework.It constructs supply chain decision-making models under centralized and decentralized scenarios,respectively,and employs contracts for optimization.The findings are as follows.The profit of the centralized supply chain is superior to that of the decentralized one,with higher presale prices,advertising intensity,and fresh-keeping effort levels.The presale spillover effect significantly increases the levels of decision variables across all stages by facilitating the conversion of potential consumers,whereas the cost coefficients of advertising and freshness preservation exert an inhibitory effect on these variables.A two-way revenue-sharing and cost-sharing contract can achieve Pareto optimization for all parties in the supply chain under appropriate proportions.This research reveals the intrinsic mechanism of synergistic decision-making between advertising placement and presales,providing a theoretical basis for optimizing advertising resource allocation and improving market conversion efficiency in fresh agricultural product supply chains.关键词
预售模式/溢出效应/生鲜农产品供应链/广告投放/决策研究Key words
presale model/spillover effect/fresh agricultural product supply chain/advertising placement/decision-making分类
管理科学引用本文复制引用
邹筱,高尚,张中隆,杨佳宁..考虑预售溢出效应的生鲜农产品供应链广告投放决策研究[J].重庆工商大学学报（社会科学版）,2026,43(3):93-105,13.基金项目
湖南省教育厅优秀青年项目(24B0533)"中部地区生物医药产业协同创新网络演化及鲁棒性研究" （24B0533）
湖南省研究生科研创新项目(CX20251677)"复杂网络视角下创新型供应链的风险定价及多周期决策研究" （CX20251677）
