农产品价格与绿色度决策及协调契约研究

AGRICULTURAL PRODUCT PRICE GREEN DEGREE DECISION AND REVENUE SHARING CONTRACT

关键词:  农产品价格绿色度投资力度收益共享契约

Key words:  agricultural products  price  product green degree  investment  revenue sharing contract

摘要:

［目的］以一个供应商和一个零售商组成的二级绿色供应链为背景，针对供应链上各个节点企业均没有足够的动力单独提高农产品绿色度的问题。［方法］提出供应链成员采取合作研发的方式共同提高农产品绿色度，并通过设计合理的协调契约进行利益的协调分配，使双方利益均达到最优。［结果］产品绿色度的提高会带来产品生产成本的降低，当产品成本降低率较高，或者成本降低率较低且消费者绿色度偏好很低或很高时，供应链成员会考虑投资农产品绿色度的研发并采取集中式决策方式获取最大化利润，此时，农产品最优价格降低，绿色度提高，消费者效用增加，产品销量提升，促进了农产品的有效推广。［结论］产品绿色度是影响市场需求的重要因素，在此基础上，设计收益共享契约对供应商与零售商之间的博弈进行协调，对于绿色供应链成员的决策具有参考价值和指导意义。

Abstract:

The living standards and environment requirements of consumers are greatly improved as the rapid development of the global economy．And the transformation of economic development mode is driven by consumers demands, so the green supply chain mode considering resource consumption and environmental impact is adopted. Based on the two level green supply chain of a supplier and a retailer, this paper aims at the problem that every member of the supply chain did not have enough power to improve the green degree of agricultural products alone. It was proposed that the members of the supply chain take cooperative R&D to improve the green degree of agricultural products. Then, the two sides made reasonable distribution of interests through the form of coordination contracts. The results showed that, the improvement of green degree brought down the cost of production. When the cost reduction rate was high, or the cost reduction rate was low, and the consumer′s green preference was very low or very high, the members of the supply chain would consider to invest in the green degree of agricultural products, and took the centralized decision making method to maximize profit. At this time, the optimal price of agricultural products reduced, the green degree improved, the utility of consumers and the sales volume of products increased, thus promoted the effective promotion of agricultural products. Product green degree is the important factors that affect the market demand, the design of revenue sharing contract to coordinate the game between the supplier and the retailer is valuable for guiding the decision making of green supply chain members.