Game Analysis On "E-business Companies+Peasant Households" Model For Fresh Products

Fresh products are essential consumer goods of our country residents.Before,the main ways for residents to buy fresh products are farmer's markets,supermarkets,convenience stores,etc.With the development of the Internet,people more and more accustomed to shopping on the Internet,E-business is further development towards the field of fresh products.We know that the characteristics of fresh products are easy to loss and easy to corrosion,this make the E-business for fresh products has a high requirement on the supply chain,but as the newly sprouted things in the field of E-business,E-business for fresh products is still in its infancy,it can draw lessons from the less experienced and lack of successful model.At present situation of the development of E-business for fresh products,its supply chain pattern appeared the trend of diversification,more and more scholars study E-business mode for fresh products and E-business supply chain model for fresh products."E-business companies + peasant households" model is the basic model of E-business supply chain model for fresh products,the model attract E-business companies and peasant households for its can avoid risk and reduce the transaction cost,but the high default rate of the model serious impact it's development.First,this thesis summarizes agricultural products supply chain,E-business supply chain,E-business for fresh products and " E-business companies + peasant households" model,defines the relevant concepts about fresh products,E-business for fresh products and supply chain,expounds relevant theories about the channel power,the cournot model and the repeated game,summarizes the fresh E-business supply chain model and points out that the " E-business companies + peasant households " model is the most basic fresh E-business supply chain model.Then,this thesis analyze the "E-business companies + peasant households" model from two aspects of peasant households' income level and contract stability.One aspect,the thesis qualitatively analyzes peasant households' income level and contract stability of "E-business companies + peasant households" model by using channel power theory,it is concluded that the peasant households' income level of the model is low,channel relationship is not stable,and performance is poor.Other aspect,the thesis quantitatively analyzes peasant households' income level,peasant households' decision and E-business companies' decision by using the cournot model and the game theory,it is concluded that the peasant households' income level of the model is low,channel relationship is not stable,and performance is poor,this coincided with the previous qualitative analysis conclusion.Finally,the thesis bases on the analysis of "E-business companies + peasant households" model,introduces cooperatives to improve the model.This paper uses the "E-business companies + peasant households" model to the most popular E-business companies for fresh products,researches "E-business companies + peasant households" model.Analysis existing problem of "E-business companies + peasant households" model by using the theory of channel power,the cournot model and the method of repeated game,and introduces cooperatives to improve the model.Results show that the introduction of the cooperatives can improve the income level of farmers,improve the stability of the contract between E-business companies and peasant households,stabilize channel relationship and optimize operation performance.The study provides "E-business companies + peasant households" model optimization support and provides reference for future development of fresh products E-business.