基于农户履约心理动机的博弈研究  

A Game Research of Farmers Compliance Based on Psychological Motivations

作　　者：刘胜春[1] 李婷[2] 

机构地区：[1]云南财经大学商学院,云南昆明650221 [2]云南财经大学物流学院,云南昆明650221

出　　处：《科技管理研究》2015年第3期186-190,共5页Science and Technology Management Research

基　　金：国家自然科学基金项目"社会化电子商务中的信用管理模式;信任建立途径及其应用研究"(71362016);云南省哲学社会科学规划项目"少数民族文化背景下云南农民生产合作的组织机制及管理问题研究"(YB2013082);云南省教育厅科学研究基金重点项目"云南少数民族地区农业合作社发展建设与对策研究"(2013Z065)

摘　　要：为了实现国家农业产业化的战略布局,供应链管理被引入到农产品经营中,但是农业极度分散的生产经营特点使得这种管理方式的应用效果大打折扣,生产协作组织的稳定性、协调性和有效性成为阻碍供应链管理理论在农业领域应用的主要瓶颈。分析农产品供应链中农户与企业履约决策的影响因素,并在此基础上运用博弈论和行为经济学理论建立履约动机模型,得出基于"公平"和"善意"的履约条件,进而据此提出相应的管理建议。Agricultural integration has become an important method to solve the Chinese three - dimensional rural issues concerning agriculture, countryside and farmers, and improve agricultural profit and enhance Chinese international compet- itiveness since the 90s of last century. However, influenced by the nature of the agricultural products and fragmented pro- duction mode, the stability, consistency and effectiveness of supply chain organization have become major obstacles for the integration of theory and practice. By adopting latest classical game theory and behavioral game theory model, this paper analyzes the behavior of game between farmers and organizations from agricultural supply chain association during the process of establishing cooperative relationship, and the precondition for stabilizing association relationship which is based on ＂fairness＂ and ＂kind＂ and is given as conclusion.

关 键 词：行为经济学 博弈论 农业供应链管理 履约 

分 类 号：F323.6[经济管理—产业经济] F224.32