Study On The Benefit Coordination Of Fresh Agricultural Supply Chain Under The Mode Of "Company+Farmer"

Fresh agricultural products is very important in human’s daily life and is indispensable to people daily necessities.With the development of economy and society,consumers are paying more and more attention to the quality,freshness and safety of fresh agricultural products,which puts forward higher requirements for the supply chain of fresh agricultural products.Order agriculture "Company + Farmer" type is an important model of China’s fresh agricultural products supply chain,and the two parties trade through the signing of reciprocal contracts,which directly connects the cooperation mode to promote the increase of farmers’ income and stabilize the company’s procurement channels.However,in actual cooperation,the conflict of interests between the two sides is obvious.Therefore,according to the characteristics of fresh agricultural products and the dynamic characteristics of market prices,it is of certain practical significance to analyze and solve the default problem of conflict of interest between the company and the farmer.In the "Company + Farmer" order type agriculture,the company and farmer are independent entities,and there is only a cooperative contractual relationship between them.By using gray system analysis method and game analysis method,the coordination mechanism of interests between companies and farmers under dynamic prices in the "company + farmer" model is studied.Firstly,through literature review,the research on the interest coordination mechanism of the supply chain of fresh agricultural products at home and abroad was sorted out,and the relevant concepts were defined.Secondly,the analysis of interest coordination from the perspectives of companies and farmers is carried out,the existing problems and the main factors affecting interest coordination are found,and the gray game analysis of the dynamic price in the model is carried out by combining gray system and game,and the way for both parties to achieve benefit sharing and risk sharing is clarified through case analysis.On this basis,according to the game results,the problems existing in the cooperation between the company and the farmers are proposed: first,by eliminating the default motivation of the farmers and increasing the cost of default,the stability of the cooperation between the company and the farmers is improved;The second is to improve the company’s ability to drive farmers by broadening the way the interests of the company and farmers are coordinated,improving the sense of corporate social responsibility and enhancing the production skills of farmers;The third is to ensure the stability of the fresh agricultural supply chain by improving relevant laws and regulations,establishing a credit evaluation system and policy support.