| Comrade Xi Jinping put forward the rural revitalization strategy for the first time in the report of the 19 th National Congress,pointing out that farmers should take control of the main right of rural revitalization,and at the same time,rural poverty management still needs the support of external social forces to explore the development path of rural revitalization under the framework of “ethics of responsibility”.With the development of agricultural products e-commerce,e-commerce has become an important way to help farmers,but the willingness of platform enterprises to help farmers is based on maximizing their own interests,and there is a poor order pattern in the process of poverty alleviation,and “free-riding” behavior of the recipient farmers sometimes occurs.Therefore,the phenomenon of lack of social responsibility,the problem of trust base and the problem of behavioral alienation need to establish an effective incentive and restraint mechanism by multiple participating parties,including the government.Based on this realistic background,this thesis discusses the fulfillment of social responsibility and government supervision of all parties in the supply chain of agricultural products in less developed areas on the basis of e-commerce to help farmers,with reference to the development of poverty alleviation projects in practice,mainly divided into the following three aspects:(1)Firstly,we study the willingness of e-commerce platforms to participate in poverty alleviation as well as the mode,analyze whether the region has the foundation for developing rural e-commerce,and establish the Stackelberg game model in which e-commerce platforms cooperate only with general agricultural retailers(later referred to as retailers),only with relatively poor farmers’ organizations(later referred to as farmers’ organizations),and both sides at the same time,considering that consumers have certain consumption preferences for poverty alleviation and solved.The study shows that the willingness of e-commerce platforms to participate in farming projects is closely related to consumers’ preferences for poverty alleviation and farmers’ production costs,and that the platform’s cooperation with both sides at the same time is the optimal sales model that can attract consumers with high willingness to help farmers or price-sensitive consumers at the same time.(2)Then,the study investigates how to achieve stable active responsibility of farmers’ organizations and e-commerce platforms,assuming that the e-commerce platforms and farmers’ organizations have reached a preliminary helping relationship based on the previous question,and establishes a three-way evolutionary game among farmers’ organizations,e-commerce platforms and local governments.The study shows that: when the positive performance gains are obvious,the joint performance of farmers’ organizations and e-commerce platforms can be realized,and the incentives and penalties of local governments can accelerate the evolutionary process and eventually form the path of agricultural e-commerce development under the gradual reduction of government resources.(3)Finally,the study investigates how to make farmers actively fulfill their responsibilities and shift the focus of farmers’ organizations’ functions as well as the platform’s participation in in-depth decision-making,and establishes a tripartite evolutionary game among farmers,farmers’ organizations and e-commerce platforms in the context of inconsistent interests of individual farmers and farmers’ collectives.The study shows that through the reward and punishment mechanism of farmers’ organizations as well as e-commerce platforms,individual farmers can be urged to actively perform their responsibilities and the platforms have the willingness to participate in depth,while modernizing the development of farmers’ organizations.This thesis comprehensively concludes that e-commerce poverty alleviation requires the joint efforts of multiple subjects in the agricultural product supply chain,enriches the research theory of agricultural product supply chain under the participation of e-commerce platform in helping agriculture to alleviate poverty,also provides a theoretical basis for the actual industrial poverty alleviation work of local government,and provides a reference for exploring the development of agriculture and rural industry under the government-led to market-led. |
