基于不同类型农产品竞争的有机农场渠道入侵策略研究

Research on Channel Invasion Strategy of Organic Farm Based on Competition of Different Types of Agricultural Products

针对关于我国有机农产品销售渠道的探索,利用Stackelberg博弈模型刻画有机农产品进入市场与普通农产品竞争时的入侵策略选择,分析有机农产品入侵市场时选择不同超市进行销售对有机农产品和普通农产品之间竞争的影响,进而对比不同的入侵策略对整个农产品供应链成员的影响。研究结果表明:当有机农产品通过普通超市和普通农产品一起销售时,有机农场和普通农场所获利润较低,但普通超市所获利润较高;而当有机农产品单独通过精品有机超市销售时,有机农场和普通农场的利润都将得到提高,但零售端的利润将减少。同时,本文用数值仿真验证了模拟分析的结果。

The exploration of the marketing channels of organic agricultural products in China,Stackelberg game model is used to describe the choice of invasion strategies when organic agricultural products enter the agricultural market and compete with conventional agricultural products.The influence of the competition between organic agricultural products and conventional agricultural products is analyzed when organic agricultural products enter the market with different entry strategies,and then we discuss the impact of different invasion strategies on the members of the whole agricultural supply chain.The results show that when organic agricultural products are sold through conventional supermarket together with conventional agricultural products,the profits of organic farms and conventional farms are lower,but the profits of conventional supermarket are higher.When organic agricultural products are sold separately through high-quality organic supermarket,the profits of organic farms and convention farms will be improved.But retail profits will be reduced.At the same time,the simulation results are verified by numerical simulation.