电商助农背景下农产品生产与销售策略研究  

Production and Selling Strategies of Agriculture Products under E-tailers'Support for Farmers

作　　者：孙文婷 彭红军[1] Sun Wenting;Peng Hongjun(College of Economics and Management,Nanjing Forestry University,Nanjing 210037,China)

机构地区：[1]南京林业大学经济管理学院,江苏南京210037

出　　处：《中国管理科学》2024年第7期181-189,共9页Chinese Journal of Management Science

基　　金：国家社会科学基金项目(17BGL236)。

摘　　要：在电商助农背景下,考虑电商平台和消费者的助农偏好及物流成本,建立农户与电商平台的二级农产品供应链模型,研究代销与转销两种模式下供应链生产与定价策略,并以农户在本地销售为参照,分析电商助农的效果。结合数值分析,研究发现:(1)电商平台和消费者助农偏好提高均能促进农户增产增收。(2)与在本地销售相比,通过电商销售一般使得农户收益增加,即实现助农;而当物流成本较高且电商平台助农偏好较低(低于0.4),或者物流成本特别高时,电商销售无法实现助农。(3)代销模式的助农效果一般优于转销模式;当农户的物流成本明显高于电商时(超过电商物流成本的10%),若电商平台助农偏好较高(高于0.5),代销模式更优,反之转销模式更优;当农户的物流成本大幅高于电商时(超过电商物流成本的40%),转销模式更优。研究结论能够为相对贫困地区农产品的销售提供决策参考。Under the background of e-tailers and consumers’support for poor farmers,e-tailers,such as JD.COM,are encouraged to help selling agriculture products of poor areas.Consumers are also willing to buy products in poor areas and pay a price premium for them.However,expensive logistics costs are regarded as main obstacles that hinder the e-selling of agriculture products in poor areas.Usually,there are two e-selling modes for agriculture products,which are agency selling and reselling modes.Under the agency selling mode,farmers sell directly to consumers and undertake logistics costs while the e-tailer charges a few commission.Under the reselling mode,the e-tailer purchases products from farmers and resell them to consumers,and the etailer undertakes logistics costs.Due to economics of scale,the e-tailer’s logistics efficiency is usually higher than farmers’.In this context,the sale strategy of agriculture products in poor areas has become a challenge for farmers,e-tailers and government.That is to say,is it beneficial for poor farmers to sell by e-channel?Which sale mode is better for poor farmers?To solve the questions,a two level supply chain composed of an e-tailer and a poor farmer is studied,and a Stackelberg game model between them is established.Firstly,the farmer’s production decisions and the e-tailer’s pricing decisions are studied under agency selling and reselling modes,considering the e-tailer and consumers’preference to support farmer and logistics costs.Further,the farmer selling in the local market is taken as a contrast,and the effects of e-selling on farmer’s welfare are analyzed by comparing the farmer’s profits with selling in the local market and with selling under two e-selling modes.The results show that e-tailers and consumers’preference to support farmer both have positive effects on farmer’s production and profit.Compared to selling in the local market,e-tailing can improve farmer’s profit in most cases.While the farmer’s profit may be hurt when logistics costs are re

关 键 词：电商助农 农产品供应链 助农偏好 转销 代销 

分 类 号：F274[经济管理—企业管理]