Research On Cooperative Modes And Evolution Games Between Farmer Cooperative Organization And E-commerce Supply Chain Platform

China is a big agricultural country,and the problem of“agriculture,countryside and farmers”has always been the focus of our government and people.However,one of the most important reasons for lagging behind in the development of agriculture and rural areas in China is the imperfect supply chain of agricultural and sideline products.Therefore,under the background of two-way superposition of rural revitalization strategy and“Internet+”thinking,it is very important to make use of the new agricultural and sideline agricultural supply chain platform to realize the cooperative and prosperous development of farmers and e-commerce agriculture by-product supply chain platform system.Firstly,according to the identified conditions of the main body of the supply chain,this paper sums up four kinds of supply chain cooperation modes of agricultural products:farmers cooperative organization leading type,agricultural products intermediate merchant leading type,the leading supply chain model of third party logistics enterprises and the leading type of the e-commerce enterprise.However,under the background of Internet,big data information and cloud computing,e-commerce enterprises have more market voice to the prosperity and development of consumer product supply chain.Therefore,in order to coincide with the actual situation,the paper focuses on analysis of the leading type of e-commerce enterprise.Secondly,this paper constructs an evolutionary game theory model of cooperative game between farmers'cooperative organization and e-commerce supply chain platform and moves towards win-win situation.The conclusion is as follows:Firstly,when the cost of risk management is too high,e-commerce enterprises have to bear greater risks when building advanced platforms,which requires a certain degree of government externality incentives or intra-industry support to offset the endogenous power of e-commerce industry chain enterprises for building low-level agricultural product supply chain platform;Secondly,when the construction cost of the low-level agricultural product supply chain platform is higher than that of the high-level platform,or when the cost of various information search is larger than the income gained by farmers entering the low-level platform,at this time,the supply chain system of bilateral agricultural products will be in a state of waste of resources;Thirdly,such as advertising cost or platform admission deposit D_c has a certain incentive effect on the construction of e-commerce supply chain advanced platform,which is the equilibrium convergence of the whole supply chain system evolution strategy(in,advanced platform)the necessary condition of ESS equilibrium point,but its total amount must meet certain threshold value,should be lower than the net income value that farmer enters the high-level supply chain platform;Fourthly,when the net income of farmers entering the low-level platform is lower than the information search cost input of their non-entry platform,the net income of entering the high-level platform is larger than the information search cost input of the non-entry platform.At this time,the rational farmer cooperative organization chooses to enter the high platform,and if the integrated management cost of the platform partner provides a high platform is much lower than that of the low supply chain platform,then the e-commerce platform partner has the power to supply the high supply chain platform.Finally,the game of bilateral market will converge to win-win(entry,advanced platform)evolution strategy equilibrium.Thirdly,through the case analysis of“Suichang Mode”and“Chengxian Mode”which are driven by Alibaba e-commerce agricultural and sideline supply chain platform,this paper finds out the cooperative operation mode between farmer cooperative organization and ecommerce supply chain platform.It is conducive to reducing the integrated management costs of farmers,online shop associations and e-commerce platforms working together on the whole supply chain system of the platform,and is conducive to promoting e-commerce enterprises to provide a more high-quality and efficient supply chain platform system.So as to promote the healthy development of the whole e-commerce supply chain ecosystem,promote the prosperity and development of agricultural production and increase farmers'income.Finally,according to the evolutionary game and the conclusion of case analysis,this paper puts forward some policy suggestions aimed at promoting the depth of agricultural and sideline export circulation embedded in the supply chain system of e-commerce agricultural products.