超市和直销区并存条件下的合作社最优销售策略  

Optimal Sale Strategy of Agricultural Cooperative Considering the Coexistence of Supermarket and Direct Sales District

作　　者：浦徐进 金德龙 杜晓东 吴林海 PU Xujina,b , JIN Delonga , DU Xiaodonga , WU Linhaib(a. School of Business; b. Synergetic Innovation Center of Food Safety and Nutrition, Jiangnan University, Wuxi 214122, Jiangsu, Chin)

机构地区：[1]江南大学商学院,江苏无锡214122 [2]江南大学食品安全与营养协同创新中心,江苏无锡214122

出　　处：《系统管理学报》2018年第2期393-399,共7页Journal of Systems & Management

基　　金：国家自然科学基金面上项目(71371086);江苏省哲学社会科学优秀创新团队(2013-011)

摘　　要：针对我国生鲜农产品市场多种流通渠道并存的现实,将农业合作社看作一个风险规避决策者,利用不对称纳什谈判模型来刻画合作社与超市间的交易,而利用均值方差法来反映合作社在直销区的销售行为,从而提出了超市和直销区并存条件下的合作社最优销售策略。研究发现:(1)外部市场以及自身组织的特点将会影响合作社短期内的最优销售策略选择;(2)合作社长期内可以将生产规模调整和销售策略选择进行联合最优决策。同时,用数值仿真验证了理论分析的结果。This paper analyzes the agricultural cooperative in making the optimal sales strategy for short-term decision and the optimal production scale for long-term decision under dual channel structures. An assumption is made that there are two partners which are the agricultural cooperative and the supermarket in a two-echelon supply chain. The cooperative is risk aversion while the supermarket is risk neutral. The cooperative can sale its produce to the supermarket with a steady purchasing price while to the consumers directly with an uncertain retail price. Then an asymmetric Nash bargaining model is proposed to characterize the transaction between the cooperative and the supermarket while a mean-variance model is proposed to characterize the sales activity in direct sales district channel, and then the Stackelberg equilibrium can be obtained. The solution to the model indicates that the external market structure and the organizational feature of the cooperative have some effect on the optimal sales strategy, and the choice of the optimal production scale has also some effect on the optimal sales strategy. Simultaneously, a numerical simulation ratifies the result.

关 键 词：合作社 销售策略 最优生产规模 

分 类 号：F272[经济管理—企业管理] C934[经济管理—国民经济]