Replenishment And Pricing Decision Of Perishable Food Supply Chain Based On Demand Forecasting Under Viral Marketing

With the rapid development of the Internet,the global social network has become more and more developed,and the traditional marketing methods have gradually withdrawn from the marketing stage,thus a new marketing method emerges at the historic moment.Viral marketing is the new marketing method emerging with the rapid development of social networks.It makes use of the social attributes of the users themselves and takes them as the planners,participants and supervisors of marketing activities to spread marketing information quickly,thus achieving the effect of viral marketing.Because the demand for perishable food under viral marketing is a nonlinear time-varying demand which fluctuates greatly.In addition,perishable food has the characteristics of perishable,short shelf life and the product demand is related to price,freshness and so on.Therefore,the production and management of perishable food are difficult.In this case,this paper studies the replenishment-pricing decision of perishable food under viral marketing.This paper studies the replenishment and pricing decision in a two-level supply chain consisting of a manufacturer and a retailer,in which the retailer is dominant.Firstly,from the perspective of using viral marketing to promote new products,this paper establishes a SEIRS model considering consumers’ purchase intention to simulate product demand diffusion under viral marketing,and verifies the existence of its demand equilibrium point.Because of the heterogeneity of users in the social network,this model is carried out in the scale-free network,which is more in line with the actual situation.Then,in order to reduce the risk of corruption of perishable food and stimulate the retailer to place more orders,the manufacturer will introduce bulk price discount.Therefore,based on the demand prediction of perishable food under viral marketing,this paper studies the replenishment and pricing decision of perishable food without considering price discount and considering price discount,and analyzes it with examples.The research conclusions are as follows: firstly,reducing the retail price and shortening the replenishment cycle can increase the demand of perishable food under viral marketing.Of course,the production and management enterprises of perishable food can also increase the demand for perishable food under viral marketing by taking measures to reduce the probability of transforming latent customers into immune customers,purchasing customers into immune customers and increase the probability of transforming immune customers into potential customers.In addition,whether perishable food under viral marketing can remain popular in the market is related to the social network structure selected by viral marketing,the probability of conversion from potential customers to latent customers,the probability of conversion from latent customers to purchasing customers,and the probability of conversion from purchasing customers to immune customers.Then,manufacturers and retailers of perishable food should choose moderate replenishment cycle and retail price in order to maximize the profit of both。 Because when the retail price is fixed,the profit of both manufacturer and retailer will increase firstly and then decrease with the increase of replenishment cycle.Meanwhile,when the replenishment cycle is fixed,the profit of both will generally increase and then decrease with the increase of retail price.Finally,when viral marketing is used to promote perishable foods,the retail price when the manufacture offers a volume price discount to the retailer is lower than when it does not,and the profit for both parties is higher.There are 21 figures,7 tables and 65 references in this paper.