考虑参考质量效应的“农超对接”供应链动态质量改进策略  

Dynamic Quality Improvement Strategy of“Connecting Agriculture with Supermarkets”Supply Chain Considering Reference Quality Effect

作　　者：李保勇 马德青 戴更新[1] 胡劲松[1] LI Bao-yong;MA De-qing;DAI Geng-xin;HU Jin-song(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：《运筹与管理》2021年第5期52-59,共8页Operations Research and Management Science

基　　金：国家自然科学基金委资助项目(71771129)。

摘　　要：在“农超对接”背景下,以“农村合作社+超市”组成的二级供应链为研究对象,考虑消费者参考质量效应对需求的影响,利用微分博弈理论分别求得了成本分担契约、非合作以及集中决策三种情形下供应链双方的最优均衡策略及利润。研究发现:消费者参考质量效应能够激励农村合作社提高农产品质量水平,同时缓解了超市的广告宣传压力,使得超市的广告宣传水平降低;当商誉-参考质量转换程度较大时,决策者会选择以低商誉战略来维持消费者合理的农产品质量期望值,形成了农产品质量低,成员收入少的不良经营环境;成本分担契约不仅提升了农产品质量水平,同时也实现了超市和农村合作社双方利润的帕累托改善,能够缓解超市面对劣质农产品束手无策的不良局面。Taking the secondary supply chain composed of“rural cooperative+supermarket”as the research object under the background of“connecting agriculture with supermarkets”,considering the effect of consumer reference quality on demand,based on the differential game theory,we obtain the optimal strategy and profit of the equilibrium parties under the three cases of cost sharing contract,non-cooperation and centralized decision respectively.The analysis shows that:the reference quality effect behavior of consumers can encourage rural cooperatives to improve the quality level of agricultural products,at the same time it alleviates the advertising pressure of supermarkets,and reduces the advertising level of supermarkets;When the conversion degree of goodwill to reference quality is large,decision makers will choose low goodwill strategy to maintain consumers’reasonable expected value of agricultural product quality,which forms a bad business environment with low quality of agricultural products and low income of members;The cost sharing contract not only improves the quality of agricultural products,but also realizes the Pareto improvement of the profits of supermarkets and rural cooperatives,which can change the bad situation where supermarkets are helpless in the face of inferior agricultural products.

关 键 词：农超对接 质量改进 参考质量效应 微分博弈 

分 类 号：F272[经济管理—企业管理]