The Influence Of Market Price And Quality Standards Change On The Agricultural Products Supply Chain

Quality safety incidents occur frequently in recent years which have attracted much high attention including the government, enterprises and consumers. On the one hand, price fluctuations affect producers’ investment decision to improve quality, which directly influences product quality; On the other hand, current quality standards have existed a lot of obstacles and problems in the practical application, mainly because it could not balance the relationship between the producers’ cost and consumers’ health demand, the producers have no intrinsic motivation to produce comforming products.Therefore, this article regarded producers as the research object, case study method and the mathematical model were adopted, first of all, through the typical case study, we proposed related theoretical propositions that the cause of the integration of the supply chain; Secondly, we treated agricultural products quality as a multi-dimensional construction, considering two kinds of different characteristics, under the constraint of quality standards, and took producers profit maximization as the goal, in order to build the process target mean model, and optimization algorithm was used to determine the optimal quality mean value and the optimal producers profit. Then sensitivity analysis was carried out on the model to study the impact of prices and quality standards change on the integrative supply chain.Finally, according to the analysis of the case study and model, we put forward the coping strategies for producers to cope with quality risk due to change of price and the quality standards; and the feasible policy suggestions were also put forward for government to protect the quality and safety and effectively manage agricultural products supply chain, and to improve the stability of the supply chain.