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研究在“自营+合作”平台模式下,作为自营农产品的供应商入驻平台对农产品自行进行销售的必要性。分别建了供应商不入驻平台和入驻平台这两种情形下以供应商为主导的Stackelberg模型。分析结果表明,入驻的情形下整个供应链的利润始终大于不入驻的情形;而供应商是否入驻平台重点取决于入驻平台所需支付的佣金率。如果佣金率设置不当,入驻的情形下供应商的利润可能反而比不入驻的情形少。为此,引入Nash协商机制对供应商和平台商的利润进行协调。协调后使平台商和供应商的收益均有所增长,达成“双赢”的局面。
It is necessary to study how to sell agricultural products as a platform for self-operated agricultural products under the platform of “self-operated + cooperative” platform. The Stackelberg model, which is dominated by suppliers, is built in both cases where the supplier is not settled on the platform and settled in the platform. The result of the analysis shows that the profits of the whole supply chain are always higher than those of the non-settled ones in the settled situation. Whether the suppliers enter the platform depends on the commission rate paid for the platform. If the commission rate is set incorrectly, the supplier’s profit may instead be less than that of the non-resident company. To this end, Nash negotiation mechanism is introduced to coordinate the profits of suppliers and platform providers. After coordination, the profits of platform providers and suppliers have all increased, achieving a “win-win” situation.