首次农超对接中农户不信任的生鲜农产品种植激励机制研究

Incentive Mechanism for Fresh Agricultural Planting Under Farmers Distrust in Direct Farming-Supermarket Connection

农超对接是推进生鲜农产品供应链整合的有效方法,而信任是实现农超对接的基础和保证。针对首次农超对接农户不信任引发农户种植积极性低的问题,建立生鲜农产品收购价格和种植面积结合的讨价还价模型,分析农户信任对农产品供应链绩效的影响。研究表明:对接价格是农户信任度的减函数,而农户不信任下的均衡价格不能实现农超对接的种植面积系统最优。通过建立种植面积激励机制,在不改变农户信任度的情况下可以在首次农超对接中实现最优种植面积。

＂Direct farming-supermarket connection＂ is an effective method to promote the integrated supply chain of fresh agricultural products, while direct farming-supermarket connection. Aiming at trust is the foundation and guarantee to build a the problem that the farmers firstly do not trust direct farming-supermarket connection so that they are negative on planting, this paper established a bargaining model integrating purchasing analyze the influence of farmers＇ trust on price with planting area of fresh agricultural products to performance of supply chain of agricultural products. The study shows that price is decreasing function of farmers＇ level of trust, while the equilibrium price under distrust of the farmers cannot optimize planting area system of agriculture-supermarket joint. Planting area incentive system initially optimized planting area in agriculture-supermarket joint without changing farmers＇ level of trust.