考虑农户生产资金需求的农超“互联网+”对接策略研究  

Study on the“Internet Plus”Agricultural Supermarket Docking Strategy Considering Farmers’Production Capital Requirement

作　　者：王磊 但斌[2] WANG Lei;DAN Bin(Business School,Southwest University of Political Science&Law,Chongqing 401120,China;School of Economics and Business Administration,Chongqing University,Chongqing 400030,China)

机构地区：[1]西南政法大学商学院,重庆401120 [2]重庆大学经济与工商管理学院,重庆400030

出　　处：《运筹与管理》2024年第8期191-198,共8页Operations Research and Management Science

基　　金：国家自然科学基金资助项目(72171029);西南政法大学校级科研资助项目(2017XZQN-04);中国博士后科学基金面上资助项目(2017M622976);重庆市博士后科研特别资助项目(Xm2017011)。

摘　　要：针对传统农超对接模式中,超市延期支付农产品采购货款的方式难以满足农户下期生产准备所需生产资金的问题,采用农产品供应链成员主从博弈模型,对比研究了农超双方在传统对接模式和“互联网+”对接模式下的最优利润,在此基础上提出了“互联网+”对接策略选择和保鲜处理策略。研究发现:基于销售量的平台使用费协议能够促使农超双方达成“互联网+”对接且满足农户下期生产准备资金需求。当农户的下期生产准备资金需求小于一定阈值时,农超双方会选择超市在线下渠道对农产品保鲜的“互联网+”对接策略;反之会转变为选择农户在线上渠道对农产品保鲜的“互联网+”对接策略。此外,随着线上线下两个渠道冲突和渠道竞争因素影响逐渐增大,上述导致农超“互联网+”对接策略选择发生转变的阈值也会随之增加。In order to better promote the docking of farmers with the market and to broaden the sales channels for agricultural products,China began to promote the“agricultural super-docking”model on a pilot basis in 2008.After more than ten years of development,this model not only effectively reduces the intermediate links in the circulation of agricultural products and reduces the cost of circulation,but also promotes the integrated development of the agricultural product supply chain,and realises a win-win situation for farmers,merchants and consumers.However,with time,the agricultural super-docking model has gradually generated new development problems.Due to China’s agricultural super docking model with“small farmers+large supermarkets”characteristics,supermarkets often defer the agricultural product payment considering that agricultural products are perishable and not easy to store.Although the deferred payment of goods can reduce the operating risks of supermarkets,it will also make farmers unable to obtain all the funds needed for the preparation for the next period of production in a timely manner,which will have an adverse impact on the interests of farmers as well as on the healthy development of the agricultural-supermarket docking model.Therefore,how to effectively solve the problem with farmers’inability to obtain timely access to production preparation funds in the traditional agriculture-supermarket docking model is an urgent research issue.In this regard,based on the background of accelerating the implementation of the“Internet plus”agricultural products out of the village into the city project in China,this paper constructs a secondary supply chain of agricultural products consisting of farmers and supermarkets,and researches the“Internet plus”docking strategy between farmers and supermarkets,taking into account the needs of farmers’production funds.On the one hand,the traditional offline supermarkets set up a network platform to dock with farmers and farmers stationed in the supermar

关 键 词：“互联网+” 农超对接策略 生产资金需求 

分 类 号：F253.4[经济管理—国民经济]