参考价格效应下农产品直播电商微分策略研究

Optimal Differential Game Strategies for Agricultural Live-Streaming E-Commerce Supply Chains under Reference Price Effects

摘要: 面对农产品直播电商中品牌效应弱的问题，本文基于由一个涉农企业和一个主播构成的二级供应链，分别构建集中决策与分散决策两种模式下的微分博弈模型。为进一步实现供应链协调，设计出“双向成本分担–转移支付”契约，并对不同决策模式下的动态均衡策略和契约协调效果进行仿真。结果表明：参考价格效应在两种决策模式下都能推动供应链形成“投入增加–需求扩大–利润增长”的良性循环。在特定条件下，供应链成员的投入、农产品网络商誉和参考价格的最优轨迹和系统长期利润可达集中决策水平，从而实现农产品直播电商供应链协调。

Abstract: Facing the problem of weak brand effect in agricultural product live broadcasting e-commerce, this paper constructs a differential game model under two modes of centralized decision-making and decentralized decision-making based on a secondary supply chain consisting of an agribusiness enterprise and an anchor. In order to further realize supply chain coordination, a “two-way cost-sharing-transfer-payment” contract is designed, and the dynamic equilibrium strategies and coordination effects of the contract under different decision-making modes are simulated. The results showed that the reference price effect can drive the supply chain to form a virtuous circle of “input increase-demand expansion-profit growth” under both modes of decision-making. Under specific conditions, the optimal trajectories of supply chain members’ inputs, agricultural products’ online goodwill and reference prices, as well as the long-term profits of the system can reach the level of centralized decision-making, thus realizing the coordination of agricultural product live e-commerce supply chain.