Research On Supply Chain Of "Agricultural Super Docking" Under Different Management Of Green Agricultural Products

This paper studies the supply chain of "agricultural super docking"."Agricultural super docking" is the direct docking of supermarkets with farmers(or cooperatives),what the supermarkets needs and what farmers produce directly.So farmers can avoid planting blindly and solve the problem of farmers' sales difficulties."Agricultural super docking" also can reduce circulation chains,and lower the circulation cost,and helps the supermarket stabilize supply of goods and attract customers,etc.As food safety accidents occur frequently,and with the improvement of living standards,people pay more and more attention to food safety issues,so consumers have been increasingly buying healthier and safer green agricultural products when they buy products.But compared to ordinary agricultural products,the production cost of green agricultural products is higher,so green agricultural products is more expensive.So when consumers buy agricultural products,they will weigh between price and health.This paper introduces the concept of green degree of agricultural products,and uses green degree to indicate the quality level with health,safety and nutrition of agricultural products.The greater the green degree is,the better the quality of the agricultural products are.In view of consumer's consideration of price and food health,in order to meet the requirements of all consumers,supermarkets decide to carry out different management.That is to say,supermarket sells ordinary agricultural products and green agricultural products at the same time.So that consumers can consider their own situations,choose one from those,and it can hold more consumers.This paper gives the consumer utility function of ordinary agricultural products and the consumer utility function of green agricultural products.Based on the utility function,we analyze the consumer choice behavior and obtain the demand for ordinary agricultural products and the demand for green agricultural products.First of all,we solve the optimal decision under centralized decision,and obtain the optimal sales price of ordinary agricultural products and green agricultural products.In addition,compared with the two situations in which supermarkets sell only common agricultural products or green agricultural products,when supermarket carries out different management,the whole supply chain gains more profits.It also verifies that supermarket's different management we propose is beneficial.Then we discuss the optimal decision based on Stackelberg game with the supermarket choosing one farmer that order ordinary agricultural products and green agricultural products at the same time.Next we discuss the optimal decision based on Stackelberg game with the supermarket choosing two farmers to order ordinary agricultural products and green agricultural products separately.Finally,we find that the supermarket can get more profits when he choose two farmers.Then,we give a coordination mechanism of"wholesale price + ordering subsidy" to realize supply chain coordination.Finally,we give an example analysis to verify the above conclusion...