电商主播与农作物种植户之间的契约模式

The Contract Model between E-Commerce Anchors and Crop Growers

摘要: 直播电商模式对促进我国居民消费水平做出了一定的贡献，并且对于农产品的销售提供了巨大的帮助。探究直播电商模式下农作物种植户与电商主播之间的契约模式具有一定的研究意义。在由一个电商主播和农作物种植户组成的供应链中，假设农作物种植户可以选择提成模式或者批发价格模式与电商主播进行合作。在此假设下，本文考虑了价格、新鲜度、电商主播粉丝量、生鲜农产品的卖相、外观包装等加工程度几点因素，分别构建批发价格模式与提成模式下的供应链模型。并以此对由电商主播与农作物种植户所组成的供应链进行探究与分析。

Abstract: The live e-commerce model has made a certain contribution to promoting the consumption level of Chinese residents and provided great help for the sales of agricultural products. Exploring the contract model between crop growers and e-commerce anchors in the live e-commerce model has certain research significance. In a supply chain composed of an e-commerce anchor and a crop grower, it is assumed that the crop grower can choose the commission model or the wholesale price model to cooperate with the e-commerce anchor. Under this assumption, this paper considers several factors, such as price, freshness, number of e-commerce anchor fans, sales of fresh agricultural products, appearance packaging, etc., and constructs a supply chain model under the wholesale price model and the commission model, respectively. In this way, the supply chain composed of e-commerce anchors and crop growers is explored and analyzed.