具有价格参照效应的订单农业供应链决策模型

Research on "Company farmer" Contract Farming Supply Chain Decision Model with the Farmer' s Price Reference

构建了具有损失规避特性和价格参照效应的农户与风险中性的公司组成的两级订单农业供应链的基本模型,引入经济理论价格参照效应,深入研究了收购价格随机以及受价格影响的市场需求随机的双重不确定情形下,公司的成本分担因子以及农户的价格参照点、损失规避度、收购价格的波动对公司与农户决策的影响.研究结果发现,农户的价格参照点、损失规避度以及收购价格的波动的增加均会降低公司与农户的收益;公司在随行就市、保底收购的收购策略下的收益高于随行就市、成本分担下的收益,对于农户则刚好相反.

Introducing price reference effect theory in the ＂Company ＋ farmer＂ contractfarming supply chain model consisting of one risk-neutral company and one loss-averse farmer with price reference is proposed.The effect of the cost sharing factor,the farmer＇s price reference and loss-averse degree,the variability of wholesale price on the farmer and the company is analyzed under the wholesale price and the price-dependent demand are both uncertain.The study finds that the farmer＇s and the company＇s utility will decrease as the increase of price reference,loss-averse degree and the fluctuation of wholesale pri6e,While the increase of demand fluctuation increase the company＇s utility but does not affect the farmer＇s utility,the company＇s utility is higher under the price protection contract than the cost sharing contract and vice versa for the farmer.