考虑消费者感知的扶贫农产品质量定位研究

Research on the Quality Positioning of Poverty Alleviation Agricultural Products under Consumers'Perception

在消费扶贫背景下,考虑消费者质量感知,建立了零售商渠道下的两级农产品供应链模型,探究引入不同质量水平的扶贫农产品对供应链均衡结果的影响。研究发现,引入扶贫农产品不一定会降低市场中原有农产品的销量,还能提高市场整体覆盖率。无论引入何种质量结构的扶贫农产品,零售商与消费者都愿意主动参与扶贫,在一定条件下社会总福利也会增加。此外,扶贫农产品的质量定位略高于品牌农产品对零售商和农户本身都最有利。最后,本文立足于农户、零售商和政府所得结论为消费扶贫的长效运行机制给出了管理学启示。

The backwardness of agricultural development has led to low incomes of farmers in poverty-stricken areas of our country.In order to solve the income problem of farmers in this area and strengthen the“hematopoietic function”of poverty-stricken areas,the government adopts the consumption poverty alleviation model to give great support in the sales link of agricultural products.The market competition between the poorquality agricultural products and the original two agricultural products with different quality is analyzed under the consumer's perception of quality,and it aims to get the retailer's introduction decision.It is found that(1)the introduction of poverty alleviation agricultural products will not necessarily reduce the sales of the original agricultural products in the market,but can increase the overall market coverage;(2)regardless of the quality structure of the introduction of poverty alleviation agricultural products,retailers and consumers are willing to actively participate Poverty alleviation,under certain conditions,the total social welfare will also increase;(3)The quality positioning of poverty alleviation agricultural products is close to brand agricultural products,which is most beneficial to retailers and farmers themselves.Combining the above conclusions,this article provides management inspiration for the long-term operation mechanism of consumer poverty alleviation based on farm⁃ers,retailers and the government.