Research On Green Production And Marketing Strategy Of Supply Chain Of "Agriculture-Supermarket Docking" From Perspective Of Evolutionary Game

In recent years,China's agricultural development has achieved fruitful results,but the mode of agricultural production led to excessive consumption of agricultural resources and serious damage to the agricultural ecological environment.In order to utilize agricultural resources efficiently and protect agricultural ecological environment,we must promote the green development of agriculture.It is of great significance to promote the green development of agriculture to ensure the national food security,resource security and ecological security,maintain the well-being of contemporary people and ensure the sustainable development of future generations.The emergence of "agriculture-supermarket docking" supply chain is the inevitable result of the optimization of agricultural product supply chain,but the development of "agriculture-supermarket docking" supply chain has no obvious effect on promoting the green production and marketing of agricultural products.How to promote the green development of "agriculture-supermarket docking" supply chain is the current social concern.In this paper,Stackelberg game and evolutionary game theory are used to study the factors that affect the green development of the supply chain of "agriculturesupermarket docking" and the influence of the participation of government subjects on the green development of the supply chain of "agriculture-supermarket docking".How to promote the green production and marketing of agricultural products and promote the green development of the supply chain of "agriculture-supermarket docking" is discussed in depth.First of all,the evolutionary game model between farmers and supermarkets is studied to explore the boundary of green production and marketing of agricultural products.The results show that under different conditions,the evolutionary stability strategies of farmers and supermarkets are different,and it is found that the choice of strategies of farmers and supermarkets is influenced by the green preferences of consumers,the price sensitive coefficient of consumers,the cost of green production and marketing of agricultural products and the green input of farmers and supermarkets.Farmers and supermarkets only choose green production and marketing strategy when consumers have high green preference.In the same state of consumer green preference,the increase of consumer price sensitive coefficient and cost will make farmers and supermarkets choose non green production and marketing strategies.The difference is that the increase of green investment of farmers and supermarkets will make farmers and supermarkets choose green production and marketing strategies to obtain higher benefits.Then,in the case of low green preference of consumers and the participation of government entities,the paper studies the interaction among farmers,supermarkets and government entities,as well as the influence of relevant parameter changes on the strategy choice of the three entities.The results show that there is interaction among farmers,supermarkets and government.Farmers and supermarkets choose the non green production and marketing strategy.From the specific parameter analysis,we can find that the best strategy choice of the government is supervision.The government's supervision behavior can promote the green production and marketing of farmers and supermarkets,which proves the necessity of government supervision when the green preference of consumers is low.In addition,the change of relevant parameters has a positive or negative impact on the promotion of green production and marketing behavior of farmers and supermarkets.The increase of green input cost is not conducive to the green development of the supply chain of "agriculture-supermarket docking",and the government's subsidies and penalties to farmers and supermarkets will promote farmers and supermarkets to choose green production and marketing strategies.Through further research on the effect of government subsidies,it is also found that there are free riding behaviors between farmers and supermarkets,and the government subsidies have the maximum value.Finally,based on the conclusions of chapter three and chapter four,this paper puts forward suggestions for farmers,supermarkets and the government to promote the green development of the supply chain of " agriculture-supermarket docking",hoping to give some enlightenment to the government,farmers and supermarkets,better protect the environment and save resources.There are 16 figures,9 tables and 66 references in this paper.