Research On Dynamic Quality Strategy Of Agricultural Supply Chain Based On Differential Game

With the development of economy and the improvement of people's living standard,the consumer's demand for agricultural products began to change from the original quantity satisfaction to the high demand for quality.At the same time,the frequent occurrence of agricultural product safety incidents such as "lean meat essence ","poisonous bean sprouts" and "black fertilizer" highlights the severe situation and hidden major crisis facing the quality and safety of agricultural products in China.Improving the quality of agricultural products to meet the food safety needs of consumers has become a hot issue in today's society.This paper constructs a secondary supply chain system composed of one producer and one seller to study the supply chain quality strategy of agricultural products from three aspects: altruistic preference behavior of members in quality identifiable environment,consumer reference quality behavior and strategy delay phenomenon.At the same time,in order to improve the enthusiasm of the members of the agricultural supply chain for quality improvement,the author further designs the cost-sharing contract under the dynamic environment,and discusses the feasibility of these behavior and decision-making methods to implement the cost-sharing contract in the supply chain.Moreover,in order to obtain the time control path of quality input in agricultural supply chain,this paper discusses the dynamic evolution process of quality level and goodwill level in agricultural supply chain.Therefore,using Bellman continuous dynamic programming theory,Hamilton maximum principle and differential game theory,the equilibrium strategy,profit and utility of supply chain members are obtained respectively.Through analytical analysis and numerical example analysis,the following conclusions are obtained:Both the quality level of agricultural products and the member utility under the circumstances of seller's altruism and producer's altruism are better than that under the situation of purely selfish,and the altruistic preference behavior of the other member is more beneficial to itself,which indicates that altruistic preference behavior has positive social attribute,has important incentive effect on the improvement of agricultural products' quality;The consumer reference quality effect can not only improve the quality of agricultural products,but also improve the Pareto improvement effect of cost-sharing contract and increase the profit of members;The delay effect has certain damage to the improvement of agricultural product quality level and goodwill level.Although the cost-sharing contract can improve the profit of both parties,the delay time of the manufacturer's quality improvement strategy is too long,which will damage theenthusiasm of seller's cost sharing,make the effect of Pareto's improvement no longer obvious,and the phenomenon of seller's advertising delay has no effect on Pareto's improvement effect.