An Evolutionary Game Of Consumer-Enterprise-Government In Dairy Supply Chain Based On Consumer Behavior Analysis

Dairy industry,as an important livelihood industry,has been developing rapidly since the 21st century.At the same time,with the rapid growth of China's economy,the principal contradiction in China's society has been transformed into the contradiction between the people's ever-growing needs for a better life and unbalanced and inadequate development.With the continuous improvement of consumers' requirements for the quality of life,they pay more attention to the safety and quality of goods when they buy them.In addition,the frequent occurrence of food safety problems has become a major urgent problem to be solved in China's economy and society.At the same time,the existing quality and safety management model of dairy products to a certain extent ignored the main status of consumers.Therefore,how to integrate consumers into the dairy product quality and safety management system,how to scientifically analyze the status of the government,enterprises and consumers in the dairy product consumption market and their mutual relations become the key to improve the dairy product quality and safety supervision mechanism and improve the quality and safety level of dairy products.In order to solve the above scientific problems,this paper,from the perspective of consumer buying behavior,analyzes the status of consumers in dairy product quality and safety management,analyzes the impact of their buying behavior on dairy product market performance,as well as its role in improving government control decisions and enterprise quality decisions,and finally realizes the optimal allocation of social resources.First,in view of the quality management of the dairy industry related parties,the government should be brought into the SCP paradigm analysis,proposed the government involvement in the dairy industry quality management under the unique patterns,has been clear about the consumer,enterprise and government in the position in the dairy market and division of labor,defines the core of the consumers in the dairy consumption market dominant position.Secondly,based on the hypothesis of bounded rationality and the theoretical model of planned behavior,a consumer purchase intention model is proposed.Through the structural equation model(SEM),the empirical analysis proves that consumers' quality perception,risk awareness and government influence can positiv ely influence consumers' purchase intention.Finally,by the government and enterprises on both sides of the game model gives the government and enterprises of various inputs has brought by the policy,and for consumers,businesses and government build a evolutionary game model,dynamic equation by copying each party's dominant strategy is analyzed,and the relationship between each other and through the analysis of the Jacobi matrix of the optimal strategy,combined with the empirical analysis of the data under given conditions gives the dairy products production enterprise pricing strategy and strategy of government regulation,and put forward the corresponding countermeasures and Suggestions.