供应链视角下农产品高质量商品化多元主体行为策略

针对农产品供给质量与高品质消费需求不匹配，供需结构不对等，供需数量不均衡，市场价格不稳定等商品化问题，采用演化博弈与系统动力学相结合的研究方法，对供应链视角下农产品高质量商品化多元主体行为策略进行研究。结果表明：1）当生产商、物流商及零售商进行农产品高质量商品化的收益与成本之差大于不进行农产品高质量商品化的收益时，有助于供应链上主体向实现农产品高质量商品化的方向演化；2）协同收益分配系数的合理设定对博弈结果具有积极影响，更有益于博弈系统达到稳定状态，而农产品高质量商品化的投入成本和“搭便车”收益对演化博弈结果具有消极影响；3）完善主体收益共享制度，利用数字化技术强化供应链全链条信息共享，完善农业扶持政策，加强政府动态监管等措施能够有效推动农产品高质量商品化的多元主体协同，实现农产品质量提升、附加值提升、效益提升、品牌提升等多重目标，推动农业产业提质增效、农民增产增收。

Multi-subject cooperative strategy of high-quality commercialization of agricultural products based on the perspective of supply chain

Aiming at the commercialization problems such as the mismatch between the supply quality of agricultural products and the high-quality consumption demand， the imbalance between supply structure and demand structure， the imbalance between supply quantity and demand quantity， and the instability of market price， this study adopts the research method combining evolutionary game and system dynamics to study the multi-agent behavior strategy of the high-quality commercialization of agricultural products from the perspective of the supply chain. The results show that： 1） When the difference between the benefits and costs of high-quality commercialization of agricultural products by manufacturers， logistics providers and retailers is greater than the benefits of non-high-quality commercialization of agricultural products， it will help each the agent in the supply chain to evolve towards the realization of high-quality commercialization of agricultural products. 2） The reasonable setting of the synergistic revenue-sharing coefficient has a positive effect on the game result. It is more conducive to the game system reaching a stable state. However， the cost of high-quality commercialization of agricultural products and ‘free rider’ revenue has a negative effect on the evolutionary game result. 3） Measures such as improving the revenue-sharing system of the main body， using digital technology to strengthen the information sharing of the whole chain of supply chain， improving agricultural support policies and strengthening the dynamic supervision of the government can effectively promote the cooperation of multi-agent in the commercialization of high-quality agricultural products， and achieve the multiple goals of improving the quality， added value， efficiency and brand of agricultural products. This will ultimately improve the quality and efficiency of agricultural industries and increase farmers'' production and incomes.