Research On The Theoretical Logic And Subject Relationships Of Brand Rice Value Network

With the rapid development of Chinese social economy and the evolution of the supply and demand pattern of agricultural products,in order to effectively solve the two prominent problems of agricultural development quality and efficiency,it is objectively required that agricultural production and management must continue to improve and break through in the innovation of industrial organization system,the integration of agricultural industrial chain and the coordination of the relationship between management subjects.As an important grain ration,under the background that the total supply and total demand are roughly balanced,and the total supply of rice is slightly greater than the total demand,the rice industry is faced with two key problems: how to change the low comparative interests of rice producers for a long time and how to effectively solve the actual demand of consumers for high-quality rice.The solution of these two problems forces the real rice industry to make a choice on the overall strateg y of ?winning by quantity ? and?winning by quality?.Focusing on the strategic adjustment of ?winning by quality?,the value network theory is introduced into the development of brand rice industry.On the basis of clarifying the theoretical logic of the construction of brand rice value network,the symbiotic effect,competition and cooperation relationship,as well as the realization form of value appreciation and benefit sharing among the internal subjects of brand rice value network are deeply discussed,so as to effectively solve the disorder of competition among the subjects in the current rice industry chain,The dilemma of separation,and then improve the overall framework and operation mechanism of the brand rice value network,has not only academic and theoretical value,but also strong application value for promoting the upgrading and high-quality development of the rice industry.This study takes the value network of the brand rice as the research object,uses the relevant economic theories and methods such as division of labor and specialization theory,game theory,competition and cooperation theory and synergy theory.On the basis of clarifying the concepts of brand rice value network,this study systematically combs and demonstrates the interna l logic of the formation of brand rice value network from the aspects of business model innovation,industrial chain integration and value network evolution.Using the method of case verification,this study analyzes the practice and existing problems of the operation of brand rice value network led by three different subjects: farmers' cooperatives,processing enterprises and sales enterprises.By constructing an evolutionary game model,this study analyzes the dynamic game process and strategy selection of the competition and cooperation relationship of the participants in the value network of brand rice,and carries out simulation.By constructing the extended logistic model and using the method of mathematical derivation,this study demonstrates the infl uencing factors of the stable symbiosis of the brand rice value network,carries out the simulation with MATLAB,puts forward the specific scheme of constructing the brand rice value network,and puts forward the corresponding countermeasures and suggestions.The main academic points of this study are reflected in the following aspects:The value network is based on the innovation of the industrial chain business model,led by the core enterprise,puts the subjects at different nodes of the industrial chain within the same framework.In accordance with the principle of the best overall value,on the basis of division of labor and coordination,symbiosis and organic connection will form a relatively stable main cluster structure of complementary advantages,system integration,co-creation and sharing of value;As an industrial organization form with meso attribute,the breakthrough in theory and practice of value network lies in the realization of two equilibria: that is,the balance between the degree of divi sion of labor and operation efficiency among the subjects in the value network;The balance of cooperation and competition among the subjects in the value network;Brand rice value network can maximize the value-added,which is the prerequisite for the existence of value network.From the perspective of the process,the value increment of the brand rice value network is reflected in the sum of the value created by the participants in the value network,minus the sum of the transaction costs incurred in the economic connection between the participants in the value network,plus the value created by system integration;The results show that the difference between the price of brand rice in the value network and that of ordinary rice multiplied by the total sale s volume;The development of brand rice value network is playing a more and more prominent role in improving the competitiveness of rice industry,establishing high-quality organizational guarantee,technical guarantee,standard guarantee,process guarante e and system guarantee,so as to meet the high-level needs of consumers and realize the value co creation and sharing of participants.At the same time,there are also some problems in the operation of brand rice value network,such as lack of leading subject capacity,insufficient value-added space,distorted competition and cooperation relationship among subjects,and failure of participants to fully realize benefit coordination and sharing;By constructing the extended logistic model and using the method of mathematical derivation,this study demonstrates the establishment conditions of the stability of brand rice value network,simulates the mathematical analysis with MATLAB,and verifies the influence trend of various factors on the evolution and stabil ity of symbiotic effect.The results show that there is a significant symbiotic effect in the brand rice value network.The greater the influence factor coefficient of the brand rice value network,the smaller the block of participants by environmental constraints,and the stronger the symbiotic effect;The more participants in the brand rice value network,the more network nodes,the stronger the symbiotic effect;The greater the symbiotic coefficient is,the stronger the symbiotic effect;By using the dynamic evolutionary game model,this study analyzes and demonstrates the dynamic process of the competition and cooperation game of the participants in the brand rice value network.The research shows that the choice of cooperation strategy of participants i s positively correlated with the income increment of participating value network,positively correlated with default cost and negatively correlated with the construction cost of value network;Whether the brand rice value network can achieve benefit sharing through reasonable distribution of benefits is directly related to whether the relevant subjects participate in the value network,directly related to the stability of the value network itself,directly related to the function of the value network,and d irectly related to the value network Market competitiveness.The benefit distribution of the value network of brand rice should at least follow the principle of sharing and multi-win,the principle of equal contribution and benefit,the principle of balancing incentives and constraints,and the principle of synergy between individual rationality and collective rationality;The brand rice value network should follow the principles of value co-creation,core enterprise leadership,coordination of the main body relationship,and participation of the main body's benefit sharing principles to achieve the standardization and standardization of the main structure,operation mechanism,value appreciation mechanism,and benefit distribution mechanism of the brand ric e value network.It also realizes self-improvement from the aspects of improving the control ability of leading subjects,establishing a positive competition and cooperation relationship between participants,improving the reputation mechanism within the value network,establishing the benefit sharing mechanism of participants,and strengthening the policy support for the value network.