“互联网+”背景下农产品供需信息平台建设博弈分析

GAME ANALYSIS ON THE CONSTRUCTION OF AGRICULTURAL PRODUCTS SUPPLY AND DEMAND INFORMATION PLATFORM UNDER THE BACKGROUND OF "INTERNET+"

关键词:  “互联网+” 农产品信息不对称 供需信息平台 静态博弈 冷酷战略

Key words:  "Internet +"  agricultural information asymmetry  supply and demand information platform  static game  cold strategy

摘要:

［目的］农产品是关乎国计民生的必需品，在“互联网+”背景下，国家大力提倡农业信息化建设，为农业现代化发展提供新一轮契机。但由于我国小农经济、农地分散、农民素质普遍不高、农业技术化程度总体较低等多方原因，造成长久以来我国农产品供给与需求不对称情况，频繁出现“菜贱伤农、菜贵伤民”现象，如何利用现代信息技术改善农产品供需信息不对称现象成为社会关注的焦点。［方法］文章在文献研究基础上，主要运用完全信息静态博弈及冷酷战略模型对农产品信息共享平台建设的必要性进行分析。［结果］博弈分析结果显示，供应链上下游组织间共享信息次数只要有足够多，就可以在供应链中建立起良好的互动关系，通过信息共享可以有助于供应链条上企业合作，实现共赢。［结论］信息共享平台建设可以有效提升农产品信息沟通效率，有效解决农产品供需信息不对称问题。

Abstract:

Under the "Internet +" background, China vigorously promoted the construction of agricultural information for the development of agricultural modernization.However, China's agricultural supply and demand were asymmetry in a long time due to the small-scale peasant economy, scattered agricultural land,not high general quality of farmers.How to use modern information technology to improve the supply and demand information asymmetry of agricultural products become the focus of social concern.Based on the literature research, this paper mainly used the complete information static game and the cold strategy model to analyze the necessity of the agricultural information sharing platform construction. The results of game analysis showed that the number of information sharing between upstream and downstream organizations in the supply chain can be improved by providing enough interactive relationship. Information sharing can help enterprises to cooperate on the supply chain. The construction of information sharing platform can effectively improve the efficiency of agricultural product information communication, and solve the problem of information asymmetry of agricultural products supply and demand.