| Nowadays,China's scientific and technological level is getting higher and higher,with the popularization of Internet technology,smart phones and laptops have matured,and more consumers choose to shop online.Our country is rich in agriculture.There are many kinds of fresh agricultural products,but at the same time,because of the perishable characteristics,there are potential quality and safety hazards,so e-commerce has become a new means to solve the potential quality hazards.Unlike industrial products,fresh agricultural products are strictly required to cooperate with each other in the whole process of production,storage,transportation and customer purchase.However,in the production and distribution stages,in order to improve their own interests,enterprises reduce the quality standards of fresh agricultural products,resulting in uneven quality of fresh agricultural products purchased online by consumers,and reduce customers' enthusiasm for buying.Therefore,the quality and safety of fresh agricultural products can not be guaranteed under the online shopping mode,which will not only infringe the interests of consumers and enterprises,but also damage the e-commerce environment of fresh agricultural products.How to reasonably relieve the "free-rider" speculation of enterprises under the premise of meeting their respective needs is the key to determine the quality and safety of fresh agricultural products under the mode of online shopping.After studying the quality and safety of fresh agricultural products under the online shopping mode at home and abroad,it is found that the main factors affecting the quality and safety of fresh agricultural products under the online shopping mode are the supply of products and the cold chain logistics distribution process.For the two key links of fresh agricultural products' supply and cold chain logistics,we use evolutionary game theory to find the factors affecting the quality and safety of fresh agricultural products,and quantitatively analyze the strategic choices among the main bodies.This paper proposes an evolutionary game model for fresh agricultural products suppliers and processors,eliminates the irrelevant factors,determines the relevant factors affecting decision-making,and establishes a regulatory model for government and farmers,as well as a tripartite regulatory model for government,online stores and logistics service providers.The conclusion shows that reducing the initial input cost and increasing the additional revenue can increase the probability of improving the quality and safety of enterprises in the aspect of supply control.In the process of cold chain logistics distribution,if the government supervises,it can improve the probability of enterprises to implement high quality standards for fresh agricultural products.In order to verify this conclusion,the main influencing factors are analyzed numerically.Based on the above quantitative and qualitative research,this paper elaborates the suggestions and opinions from three aspects:enterprises,government and consumers.In order to ensure the good quality of fresh agricultural products,it is necessary to build a whole-process quality control system to ensure the safety of sources and quality first.Suppliers and processors should ensure the quality and safety of fresh agricultural products and highlight their characteristics when controlling the supply of goods.The network stores of fresh agricultural products should strengthen the management of contracts and orders,arrange the distribution routes of products reasonably,and achieve the goal of economies of scale.Logistics service providers should ensure the product quality of cold chain logistics links and enhance the service concept;consumers should independently enhance the trace ability awareness of product quality;In addition,the government should also supervise and promulgate relevant policies to prevent quality and safety problems,ensure the safety of fresh agricultural products e-commerce market environment as far as possible,and enhance the quality of fresh agricultural products under online shopping mode.In order to meet the quality requirements of fresh agricultural products under the online shopping mode,this paper establishes the supervision game model of fresh agricultural products online stores,logistics service providers and the government,and solves and analyses the model,which will help the fresh e-commerce and logistics service providers to strengthen their cooperation with each other.Therefore,the analysis of the paper can effectively alleviate the difficulties encountered by fresh e-commerce and logistics service providers in the development process,and is conducive to maintaining the development environment of related industries. |
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