农超对接下果蔬农产品供应链协调优化分析

Optimizational Analysis on Fruit and Vegetable of Agricultural Products Supply Chain Coordination Based on Farmer-supermarket Direct Supply

在果蔬农产品供应链失调的背景下,从农超对接的视角对果蔬农产品的两级供应链的协调机制进行分析,验证了在果蔬农产品供应链中同样存在"双重边际化"效应。通过建立以零售商为主导的两阶段Stackelberg博弈模型,分析不同决策下的最优决策模型,得出建立收益共享契约机制可以使果蔬农产品供应链各节点企业实现"共赢"的结论。

Under the background of the disorder of fruit and vegetable of agricultural products supply chain,from the perspective of farmer-supermarket direct supply,two-stage supply chain coordination mechanism of fruit and vegetable products are analyzed, verifying that fruit and vegetable of agricultural products supply chain also exists a＂double marginalized＂effect.Through the establishment of two-stage Stackelberg game model dominated by retailers and analysis of optimal decision model under different decisions,it is concluded that enterprises of each node in the fruit and vegetable of agricultural products supply chain may cause ＂win-win＂by establishing a revenue sharing contract mechanism.