农产品供应链网络信息平台的市场监管政策研究——基于三方博弈模型理论的分析

Research on the market supervision of the network information platform of agricultural product supply chain——Analysis of the theory of tripartite game theory

本文经过对农产品供应链网络信息平台发展和监管现状分析,结合网络时代特点,提出了建立网络信息平台方法。通过对政府、企业和消费者三方博弈模型的均衡分析,得到了纯策略纳什均衡和混合策略均衡的不同结果,但是,关于农产品供应链网络信息平台纯策略纳什均衡很难实现,混合策略均衡更适合实际。混合策略均衡结果表明:政府发挥宏观调控作用,利用经济手段通过一定的奖惩措施引导企业和消费者建设并使用网络信息平台。进而为农产品供应链网络提出市场监管意见,以提高整体农产品供应链的效率。

This paper analyzes the current situation of the information platform of agri- cultural products supply chain, including the development status and the current situation of market supervision. After combining the characteristics of the Internet age, this paper puts forward a method to establish network information platform. Based on the equilibrium analysis of the game model of government, enterprises and consumers, this paper points out the different results of pure strategy Nash equilibrium and mixed strategy equilibrium. It＇s proved by prac- tice that the pure strategy Nash equilibrium is difficult to realize, and the mixed strategy equilibrium is more suitable for the actual situation. The mixed strategy results show that the government plays a macro-control role to promote the construction and use of network in- formation platform. The government can achieve this by means of subsidies and penalties. Specifically, the government uses economic means to guide enterprises and consumers to choose through certain incentives, and impose a certain penalty on enterprises that do not support this policy. In turn, the market supervision opinions are put forward for the agricultural supply chain network to improve the efficiency of the whole agricultural supply chain.