Research On Development Of Green Agricultural Products Market Based On Sharing Economy

In response to the problems of excessive application of chemical fertilizers and pesticides,low utilization rate of organic fertilizer resources,serious non-point source pollution,serious soil pollution and product quality and safety in China’s agriculture,the Party Central Committee put forward the strategy of “agricultural green development” clearly.The key to the green transformation of China’s agriculture lies in the development of green agricultural products market.And the key to the development of green agricultural products market lies in cracking the crisis of trust and achieving multi-party alliance cooperation.Multi-party alliance cooperation based on trust also encounters the problem of trust.Sharing economy provide new ideas to solving the above problems.Therefore,it is of great theoretical and practical significance to study the development of green agricultural products market based on sharing economy.This research systematically studied the relationship between the sharing economy and market development,the market effectiveness logic of the green agricultural product sharing economy platform APP,how does the sharing economy platform to promote the establishment of trust mechanism and cooperation mechanism,and the cases of China’s green agricultural product market development based on sharing economy,which relies on the Ministry of Education’s major project on philosophy and social science research(11JZD018),based on relevant theoretical basis,and using research methods as literature research,deductive analysis,inframarginal analysis,game analysis and case studies.The main research results are as follows:Based on the dilemma of division of labor network effect and transaction cost,this paper constructs an emerging classical inframarginal analysis model,revealing the internal mechanism and market development effect of sharing economy occurrence and evolution.Research results shows that if the sharing economy is regarded as the new division of labor structure and form in the information age,then the emerging classical framework is more suitable for analyzing the sharing economy than the neoclassical framework.The internal mechanism of sharing economy occurrence and evolution is based on the basic contradiction between division of labor network effect and transaction cost,and the sharing of the economy has a threshold.As we continuously improve transaction efficiency and the level of specialization,and expand the division of labor network,sharing economy will promote the improvement of average labor productivity,the transfer of labor across sectors,the expansion of market capacity,and the increase in real income per capita.All of these will form a positive economic feedback network to promote economic development.This is the economic development effect of sharing economy.In response to the question of the externality theory in the society due to the free phenomenon in the sharing economy,the game analysis and other methods are used to analyze the market effective logic of the green agricultural product sharing economy platform APP.Dynamic property rights shows that the trade-off between saving the exogenoustransaction cost of defining property rights and the endogenous transaction costs of defining property rights unclearly,determines the degree of clarity of property rights,and determines which links of APP are free and which links are charged.The free phenomenon presented in the sharing economy is the network division effect and the external market effective based on user capitalization and property rights dynamics,rather than the failure of the market failure theory,which can make the role transition more flexible between producers and consumers in the new economy and make great use of idle resources,stimulate potential consumption,and promote the development of sharing economy.This logic can explain the integration of “Didi Taxi” software platform vendors well,and can also be applied to the development of green agricultural product market.Take the limitations of research on trust behavior based on rational computing into concideration,this paper proposes a paradigm shift of trust logic analysis from rational calculation to cognitive game,and applies cognitive game theory and method to analyze the trust logic of green agricultural market under the sharing economy.The research results shows that the cost or cost of trust behavior calculated by economics is not trust itself,it neglect the decisive role of decision-making exogenous variables and game beliefs.The missing theoretical point is the logic of loss-reward perception and belief logic.Trust relationship is a belief structure.It precedes the game process and strengthens and changes in the game process.The belief structure is embedded in the process of game structure.This is a new developments in the knowledge of human social behavior after the emergence of the language of cognitive games.Buying means trust,it affecting consumers’ choice of green agricultural products and producers’ choice of producing green agricultural products.The proportion of consumers who trust green agricultural products in the whole market,the production costs and price of green products,are key factors that affect the consumers’ purchase of green agricultural products and producers’ choice to produce green agricultural products.Construct a multi-party alliance model of green agricultural products market with the core of sharing economic platform,analyze its effectiveness,and analyze the willingness of relevant entities to participate in the multi-party alliance of green agricultural products market.The research results show that the multi-party alliance model under the sharing economy is effective for the development of green agricultural products market.When the green agricultural product sharing economy platform can not provide comprehensive services,the green agricultural producers with reciprocal motivation tend to choose not to cooperate,and the green agricultural producers choose cooperation while the operating cost saved by the green agricultural product producer through the green agricultural product supply chain is greater than the profit-sharing of the green agricultural product sharing economy platform in the transaction.The green agricultural product sharing economy platform can be improved the probability of green produce producers’ choose to cooperate by designing the green agricultural product supply chain cooperation mechanism.Based on the previous theoretical research results,the paper analyzes the development of“Amy Club” custom shared farm service operators,the development of Hengda Xing’an green grain and oil brand,and the development of green base in Xiangtan City’s Qiaoxian Women’s Agriculture and Animal Husbandry Company.The research shows that Amy will customize the shared farm service operator to create the first farmland sharing model in the world.It is a typical agricultural sharing economy and innovates the development mode of green agricultural products market.Evergrande Xing’an does not strictly distinguish green certified grain and oil from the other grain and oil in the e-commerce platform,which caused consumers to be unable to separate these two types of products.And it’s price of grain and oil products exceeded the reserve price of most green agricultural products consumers,which eventually led to a downturn in sales of its e-commerce platform.The company’s green agricultural products are pricing close to the optimal market price,but the company did not attract many potential green agricultural demanders to recognize and trust its green agricultural production model,it’s market capacity is insufficient.