惩罚机制下农产品双渠道供应链协调的演化博弈分析

Evolutionary game analysis of dual-channel supply chain coordination of agricultural products under punishment mechanism

运用演化博弈理论构建农业合作社线上销售渠道与生鲜超市线下销售渠道协调的演化博弈模型,探究双渠道协调演化结果的影响因素,进一步探讨惩罚机制对双渠道协调演化结果的影响。结果表明,只有农业合作社与生鲜超市进行渠道协调所增加的收益大于其搭便车收益时,系统才有可能趋向渠道协调状态,并得出影响双渠道协调的因素包括超额收益及其分配比例、协调成本及其分担比例、搭便车收益、单独渠道协调收益等,合理的惩罚力度能够推动系统向理想的协调状态演化。

Evolutionary game theory was used to construct an evolutionary game model of coordination between online sales channels of agricultural cooperatives and offline sales channels of fresh supermarkets,and influencing factors of the evolution results of dual channel and the impact of punishment mechanism on the evolution results of dual channel were discussed. The result showed that the system was likely to be in a channel coordinated state only when the increased revenue from channel coordination between agricultural cooperatives and fresh supermarkets was greater than their free-riding revenue,and it was concluded that the influencing factors of dual-channel coordination included excess revenue and its distribution ratio,coordination cost and its sharing ratio,free-riding revenue,and individual revenue of channel coordination;reasonable punishment mechanism could promote the system to evolve into an ideal coordinated state.