基于质量识别与成员利他的农产品供应链动态策略研究  

Research on Dynamic Strategies of Agricultural Product Supply Chain Based on Quality Identification and Member Altruism

作　　者：李保勇 马德青 戴更新[1] LI Baoyong;MA Deqing;DAI Gengxin(School of Management Science&Engineering,Qingdao University,Qingdao 266071,China)

机构地区：[1]青岛大学商学院,山东青岛266071

出　　处：《工业工程与管理》2020年第4期95-104,共10页Industrial Engineering and Management

基　　金：国家自然科学基金委资助项目(71771129)。

摘　　要：针对由一个生产商和一个销售商构成的动态农产品供应链系统,在农产品质量可识别的市场环境下,考虑了农产品供应链成员利他偏好行为。利用贝尔曼连续型动态规划理论求解得到了完全自利、销售商利他、生产商利他和自产自销四种模式下的最优策略及效用。分析发现:随着消费者质量识别程度的提升,生产商提高农产品质量水平的意愿增强,有助于形成农产品供应链高质高价的理想局面;销售商利他和生产商利他两种情形下的农产品质量水平和成员效用都要优于完全自利情形,且对方成员的利他偏好行为对自身更有利,说明了利他偏好行为具有正向的社会属性,对农产品质量的提升具有重要的激励作用;自产自销型企业的系统整体效用最高,能够在质量识别程度较差或价格敏感程度较高的市场环境中确立高质低价的竞争优势。Focusing on a dynamic agricultural supply chain system composed of one producer and one seller,and the altruistic preference behavior of the members of the agricultural supply chain was considered under the market environment where the quality of agricultural products could be recognized.By using Bellman continuous programming theory,we derived the optimal strategies and utilities under four patterns,namely,purely selfish,supplier altruism,seller altruism,self-production and self-marketing.The analysis shows that:With the improvement of consumer quality identification,producers are more willing to improve the quality level of agricultural products,which is conducive to the ideal situation of high quality and high price in the agricultural supply chain;Both the quality level of agricultural products and the member utility under the circumstances of seller′s altruism and producer′s altruism are better than that under the situation of purely selfish,and the altruistic preference behavior of the other member is more beneficial to itself,which indicates that altruistic preference behavior has positive social attribute,has important incentive effect on the improvement of agricultural products′quality;Self-produced and self-marketing enterprises can achieve the highest utility of the total system and can establish the competitive advantage of high quality and low price in the market environment with poor quality identification or high price sensitivity.

关 键 词：利他偏好 质量识别 农产品供应链 微分对策 

分 类 号：F253.4[经济管理—国民经济]