品牌农产品网络营销多主体协同激励策略研究

Research on Multi-Agent Collaborative Incentive Strategy of Agricultural Product Brand Online Marketing

随着数字技术的快速发展,电商已成为农产品销售的重要渠道。实现农产品品牌网络营销行为的规范化,是优化农产品品牌电商营销环境与保障我国“菜篮子”安全民生工程建设必须解决的问题。为探索消费者与政府对品牌农产品网络营销行为的正负双向协同激励机制,建立政府、消费者与品牌农产品企业间的三方演化博弈模型,通过理论推演分析三方行为演化规律与演化稳定策略,结合仿真实验验证模型结论并识别激励策略的关键影响因素。研究结果表明:仅依赖于政府单一激励模式无法有效优化农产品品牌的营销环境,构建消费者参与的政府双向协同激励机制更有助于优化农产品网络营销环境。基于此,应创造多元沟通渠道,营造社会协同激励环境;促进正负双向激励互补,推动网络营销环境优化;推进制度与技术互补,人工智能赋能品牌监管。

With the rapid development of digital technology,e-commerce has become a crucial channel for the sale of agricultural products.To realize the standardization of agricultural product brand online marketing is a problem that must be sloved to optimize the ecommerce marketing environment for agricultural product brands and ensure the safety of China’s“Vegetable-Basket”livelihood project.In order to explore a bidirectional collaborative incentive mechanism between consumers and the government for agricultural product brand online marketing,we establish a tripartite evolutionary game model among the government,consumers,and agricultural product brand enterprises,deduce and analyze the evolutionary patterns and stable strategies of the three parties through theoretical deduction.Combine simulation experiments to validate model conclusions and identify key influencing factors for incentive strategies.The research results indicate that relying solely on a single incentive mode from the government is insufficient to effectively optimize the marketing environment for agricultural product brands.Constructing a bidirectional collaborative incentive mechanism involving consumer participation is more conducive to optimizing the environment for agricultural product online marketing.Based on this,three management suggestions are put forward:Initially,multiple communication channels should be created to create a cooperative social incentive environment;Secondly,positive and negative two-way incentive complementary models should be established in order to promote the optimization of network marketing environment;Ultimately,attach importance to the complementarity of system and technology,and use artificial intelligence technology to empower brand supervision.