“农超对接 + 电商直销”双渠道供应链下合作社特色农产品的最优销售策略

Optimal Marketing Strategies for Co-Operative Speciality Agricultural Products under the Dual-Channel Supply Chain of Agricultural Supermarket Docking + E-Commerce Direct Marketing”

摘要: 立足我国越来越多的特色农产品借助电商平台销往全国乃至全球的发展背景，构建“农超对接 + 电商直销”双渠道供应链，选取合作社为供应链主体，应用不对称纳什谈判模型，考虑特色农产品“本地独有”的性质，以供应链整体最优为目标，提出合作社特色农产品的最优销售策略，并分析策略给出决策建议。研究表明：① 在短期中，增强合作社的谈判能力能提高合作社的利润；在长期中，增强合作社的谈判能力、降低农产品的生产成本、降低电商销售成本对销售量的敏感系数会促使合作社扩大生产以及推动合作社建设电商销售渠道；② 双渠道销售策略不一定优于单渠道销售策略，合作社应树立科学决策的观念；③ 一定条件下政府和合作社可以采取措施使特色农产品的最优销售策略由双渠道销售策略转变为单渠道销售策略。

Abstract: Based on the development background that more and more special agricultural products in China are sold to the whole country and even the world through e-commerce platforms, we construct a dual-channel supply chain of “agricultural supermarket docking + e-commerce direct sales”, and select the cooperative as the main body of the supply chain, and apply the asymmet-ric Nash negotiation model, and combine with the nature of “local unique” characteristic agri-cultural products, and aim at the optimization of the supply chain as a whole, we propose the optimal sales strategy of the cooperative’s characteristic agricultural products, and analyze the strategy to give decision-making suggestions. The study shows that: ① in the short term, enhancing the negotiation ability of cooperatives can improve the profits of cooperatives; in the long term, enhancing the negotiation ability of cooperatives, reducing the production cost of agricultural products, reducing the sensitivity coefficient of e-commerce sales cost to sales volume will encourage the cooperatives to expand the production as well as promote the cooperatives to build e-commerce sales channels; ② the dual-channel sales strategy may not necessarily be better than the single-channel sales strategy, and the cooperatives should set up a concept of scientific decision making; ③ under certain conditions, the government and cooperatives can take measures to change the optimal sales strategy of specialty agricultural products from dual-channel sales strategy to single-channel sales strategy.