农超对接"模式有助于缩减农产品流通环节，缓解农户农产品"卖难"和消费者"买贵"同时存在的矛盾。本文针对由一个农户（或合作社）和一个超市组成的"农超对接"系统，考虑消费者对农产品质量偏好的异质性，且消费者偏好与农产品质量之间的不匹配成本为不对称信息，研究农产品供应链定价及合同设计问题。研究结果表明，在对称信息下，农产品总是不会滞销，农户通过"批发价格+一次性转移支付"的合同设计能够实现农产品供应链的完美协调；在不对称信息下，农户存在低批发价格合同、固定批发价格合同以及高批发价格合同等三种策略，在后两种策略下，农产品有可能滞销；不对称信息的存在总是会给农户造成损失，给超市带来额外信息租金，但不一定会造成消费者剩余或社会福利的损失；当农户选择高批发价格合同时，若满足一定条件，则超市与农户能够达成信息共享谈判而共同分享整个农产品供应链的利润。
The Ministry of Commerce and the Ministry of Agriculture of the PRC issued several files concerning advancing the development of "farmer-supermarket direct purchase" mode since 2008. The "farmer-supermarket direct purchase" supply chain can work out to supermarkets and farmers benefit, which is helpful for improving supply chain economic benefits. However, the existence of the consumers' mismatch cost and information asymmetry often complicate the decision-making process, which results from unfair distribution of supply chain profit. To solve this problem, a "farmer-supermarket direct purchase" supply chain consists of a farmer and a supermarket under asymmetric mismatch cost information is studied. The farmer produces a kind of agricultural product at a limited yield and wholesales it to the supermarket. The supermarket in turn then distribute the product to consumers.
The main work in this paper includes four parts. At first, optimal contracts are proposed and the optimal pricing strategy under full information and asymmetric information are analyzed, respectively. Second, on this basis, the effects of the mismatch cost on the equilibriums are analyzed, and consequently the farmer's profit under different wholesale price strategies is compared. Third, to address the value of information, the optimal decisions of both the farmer and supermarket are compared, and the changing of consumer surplus and social welfare under full and asymmetric information are compared. Finally, the effect of different types of consumers and asymmetric information on willingness to share information and negotiation behaviors is presented.
The results show that, the agricultural products will never be unmarketable under full information, and the contracting scheme, composed of a wholesale price and a fixed payment, can coordinate the supply chain perfectly. By solving the optimization problem, the low wholesale price strategy, the fixed wholesale price strategy and the high wholesale price strategy for farmer are presented under asymmetric information, respectively. The farmers' profit will be less due to lack of accurate information about consumer, the supermarket will get extra information rent, while the asymmetry information may not decreases the consumer surplus and the social welfare. Moreover, when the farmers' bargaining power satisfy certain conditions under the high wholesale price, the supermarket will reveal the private information voluntarily and share the agricultural products supply chain's profit with farmers.
In summary, the value of "farmer-supermarket direct purchase" supply chain under asymmetric information is investigated. Moreover, three contracting mechanisms are used to coordinating the supply chain under asymmetric information, which offers a practical and a theoretical guidance to improve the value of "farmer-supermarket direct purchase" supply chain.
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