Research On The Cooperative Mechanism Of "Internet + Agriculture" Socialized Service Platform Under The Supply-side Structural Reform

With the continuous advance of agricultural supply-side reform,the traditional agricultural development model has been unable to adapt to the requirements of agricultural supply-side reform and entered the platform period.The key to the agricultural innovation and development is that how to make use of the "Internet +" strategy to respond to the supply-side reform of agriculture,so as to break the shackle of the traditional agricultural development model.Due to the rapid development of information technology and the increasingly powerful functions of smart phones,the transformation and upgrading of agricultural industrial chain cannot be achieved without the guidance of the Internet.It is urgent to develop steadily on the basis of close connection with the Internet.Based on the symbiosis theory,this paper analyzes the demand of the "Internet + agriculture" social service collaboration platform,designs the function of the platform,and further describes the operating framework of the platform,so as to construct the "Internet + agriculture" social service collaboration platform."Internet + agriculture" social service collaboration platform is the essence of "sharing",namely the integration of service providers and service demand of resources and needs,both sides information docking,realize the two-way access of information,information exchange and sharing,expand agricultural people access to information channels,make full use of idle resources and promote agricultural modernization.On the basis of constructing the "Internet + agriculture" social service collaboration platform,the collaborative mechanism research on its operation mode is carried out.There are generally two modes of "Internet +" platform: wholesale mode and agency mode.Firstly,under the wholesale model,the optimal pricing between the research platform and service providers is discussed.Service providers set the optimal wholesale price with the goal of maximizing benefits,and then the platform set the product price based on the optimal wholesale price of service providers.For the agency model,the model is established and further solved by taking into account the factors such as product price and the commission rate charged by the platform.The research shows that when the commission rate is lower than the critical value,the profit under the wholesale mode is greater than the platform profit under the agency mode,and the platform will choose the wholesale mode.On the contrary,the platform will choose the agency mode.That is to say,for the "Internet + agriculture" social service collaboration platform,both operation modes are feasible,and there is no dominant mode.According to the feasibility of the two operation modes under the correspondingconditions,the platform cooperation mechanism under different modes is studied separately.Under the wholesale mode,considering the influence of platform price,service level of service provider and waiting time on demand,the model is established,and the cost-sharing contract between platform and service provider is designed on this basis.The research shows that :(1)the contract is effective when the cost-sharing ratio meets a certain range.Within the effective range of contract parameters,the total profit of platform and supply chain increases first and then decreases with the increase of contract parameters.(2)both the optimal pricing and the optimal service level increase with the increase of the cost-sharing ratio;The optimal pricing decreases with the increase of the wait-time sensitivity,and the optimal service level is not affected by the wait-time sensitivity.In the agent mode,from the perspective of the collaborative service platform,the synergistic mechanism under complete information and incomplete information is studied successively to maximize the benefits of the collaborative service platform.The research shows that :(1)in the case of complete information,the platform provides complete protection to the service provider,that is,it provides a salary unrelated to the user's poor rating and requires the service provider to pay all the income to the platform.(2)in the case of incomplete information,the platform can improve the service provider's efforts by selecting the commission rate in the incentive contract and the platform's salary to the service provider.