考虑消费者有机产品偏好的生鲜农产品供应链均衡研究

Research on fresh agricultural supply chain network equilibrium with consumer's preference for organic product

针对普通农产品和有机农产品同时生产销售的现实状况,利用变分不等式理论构建了考虑消费者有机产品偏好的生鲜农产品供应链网络均衡模型,并通过数值算例探讨了消费者有机产品偏好及其他影响因素对供应链网络成员生产销售决策及利润的影响.研究结果表明,随着消费者有机产品偏好的提升,生产和销售有机农产品有助于生产商和零售商实现增收,但生产商可能会经历波折;降低有机农产品生产成本能够有效促进有机农业的发展;树立有机农产品的良好品牌形象增强其价格竞争力对供应链各方均有利;产量变化及需求波动都将对市场和各方利润造成较大影响.研究结论对相关企业的决策和相关领域的研究有一定借鉴意义.

Based on the reality that both the organic and non-organic agricultural products are produced and sold at the same time, we used variational inequalities theory to establish a network equilibrium model for fresh agricultural supply chain, which takes consumer’s preference for organic product into consideration. And by numerical examples, we also illustrated and analyzed the impact of consumer’s preference for organic product and other factors on the decisions and profits of members in the supply chain. The results show that:(i) with the improvement of consumers’ preference for organic product, the production and sale of organic product will help increase the income of producers and retailers, while the producer may experience fluctuations;(ii) reducing the production cost of organic product can effectively promote the development of organic agriculture;(iii) establishing a good image of organic product so as to enhance its price competitiveness will benefit all the members in the supply chain;(iv) production variations and demand fluctuations will have a significant impact on both the market and the profit of every party in the supply chain. The research conclusions can provide some referential value to the decision of enterprises and future research in the relevant fields.