考虑消费者感知的扶贫农产品质量定位研究

doi:10.16381/j.cnki.issn1003-207x.2020.2476

Abstract

Abstract:

The backwardness of agricultural development has led to low incomes of farmers in poverty-stricken areas of our country. In order to solve the income problem of farmers in this area and strengthen the “hematopoietic function” of poverty-stricken areas， the government adopts the consumption poverty alleviation model to give great support in the sales link of agricultural products. The market competition between the poor-quality agricultural products and the original two agricultural products with different quality is analyzed under the consumer's perception of quality， and it aims to get the retailer's introduction decision.It is found that （1） the introduction of poverty alleviation agricultural products will not necessarily reduce the sales of the original agricultural products in the market， but can increase the overall market coverage；（2） regardless of the quality structure of the introduction of poverty alleviation agricultural products， retailers and consumers are willing to actively participate Poverty alleviation， under certain conditions， the total social welfare will also increase；（3） The quality positioning of poverty alleviation agricultural products is close to brand agricultural products， which is most beneficial to retailers and farmers themselves.Combining the above conclusions， this article provides management inspiration for the long-term operation mechanism of consumer poverty alleviation based on farmers， retailers and the government.

Key words: poverty alleviation agricultural products, consumer perception, Stackelberg game, quality positioning, supply chain strategy

CLC Number:

F224.3

Chun FENG,Qian-yun GUO. Research on the Quality Positioning of Poverty Alleviation Agricultural Products under Consumers' Perception[J]. Chinese Journal of Management Science, 2023, 31(11): 103-113.

Figures/Tables 9

符号	含义
决策变量
$p i$	农产品 $i$ 的单位零售价格
$w i$	农产品 $i$ 的单位批发价格
$m i$	农产品 $i$ 的单位零售加价
$d i$	消费者对农产品 $i$ 的需求量
参数
$α$	品牌农产品的质量感知水平
$β$	扶贫农产品的质量感知水平
$θ$	消费者估值强度
目标函数
$π i$	农业主体 $F i$ 的利润
$Π$	零售商的利润
$C S$	消费者剩余
$S W$	社会总福利

决策变量	未引入扶贫农产品( $n$ )	引入溢价型扶贫农产品( $h$ )
$w 1 *$	$α (α - 1) 4 α - 1$	$α (α - 1) (β - α) 2 (4 α β - α 2 - 2 α - β)$
$w 2 *$	$α - 1 2 (4 α - 1)$	$(α - 1) (β - α) 4 (4 α β - α 2 - 2 α - β)$
$w p *$	-	$(4 α β - 3 α - β) (β - α) 4 (4 α β - α 2 - 2 α - β)$
$m 1 *$	$α 2$	$α 2$
$m 2 *$	$12$	$12$
$m p *$	-	$β 2$
$p 1 *$	$3 α (2 α - 1) 2 (4 α - 1)$	$α (5 α β - 2 α 2 - α - 2 β) 2 (4 α β - α 2 - 2 α - β)$
$p 2 *$	$5 α - 2 2 (4 α - 1)$	$3 (3 α β - α 2 - α - β) 4 (4 α β - α 2 - 2 α - β)$
$p p *$	-	$3 (4 α β 2 + α 2 - 2 α 2 β - 2 α β - β 2) 4 (4 α β - α 2 - 2 α - β)$
$d 1 *$	$α 4 α - 1$	$α (β - 1) 2 (4 α β - α 2 - 2 α - β)$
$d 2 *$	$α 2 (4 α - 1)$	$α (β - α) 4 (4 α β - α 2 - 2 α - β)$
$d p *$	-	$4 α β - 3 α - β 4 (4 α β - α 2 - 2 α - β)$
$π 1 *$	$α 2 (α - 1) (4 α - 1) 2$	$α 2 (α - 1) (β - α) (β - 1) 4 (4 α β - α 2 - 2 α - β) 2$
$π 2 *$	$α (α - 1) 4 (4 α - 1) 2$	$α (α - 1) (β - α) 2 16 (4 α β - α 2 - 2 α - β) 2$
$π p *$	-	$(4 α β - 3 α - β) 2 (β - α) 16 (4 α β - α 2 - 2 α - β) 2$
$Π *$	$α (2 α + 1) 4 (4 α - 1)$	$4 α β 2 + 2 α 2 β - 3 α 2 - 2 α β - β 2 8 (4 α β - α 2 - 2 α - β)$
$C S *$	$α 2 (4 α + 5) 8 (4 α - 1) 2$	$α 3 (26 + α) + 5 α 2 β (1 - 10 α) + α β 2 (4 - 15 α + 20 α 2) + β 3 (1 - 8 α + 16 α 2) 32 (4 α β - α 2 - 2 α - β) 2$

决策变量	引入中间型扶贫农产品( $m$ )	引入经济型扶贫农产品( $l$ )
$w 1 *$	$(α - β) (4 α β - 3 β - α) 4 (4 α β - β 2 - 2 β - α)$	$(α - 1) (4 α - α β - 3 β) 4 (4 α - 2 β - α β - 1)$
$w 2 *$	$(α - β) (β - 1) 4 (4 α β - β 2 - 2 β - α)$	$(α - 1) (1 - β) 2 (4 α - 2 β - α β - 1)$
$w p *$	$β (α - β) (β - 1) 2 (4 α β - β 2 - 2 β - α)$	$β (α - 1) (1 - β) 4 (4 α - 2 β - α β - 1)$
$m 1 *$	$α 2$	$α 2$
$m 2 *$	$12$	$12$
$m p *$	$β 2$	$β 2$
$p p *$	$β (5 α β - 2 β 2 - β - 2 α) 2 (4 α β - β 2 - 2 β - a)$	$3 β (3 α - α β - β - 1) 4 (4 α - 2 β - α β - 1)$
$d 1 *$	$4 α β - 3 β - α 4 (4 α β - β 2 - 2 β - a)$	$4 α - 3 β - α β 4 (4 α - 2 β - α β - 1)$
$d 2 *$	$β (α - β) 4 (4 α β - β 2 - 2 β - a)$	$α - β 2 (4 α - 2 β - α β - 1)$
$d p *$	$β (α - 1) 2 (4 α β - β 2 - 2 β - a)$	$α - 1 4 (4 α - 2 β - α β - 1)$
$π 1 *$	$(α - β) (4 α β - 3 β - a) 2 16 (4 α β - β 2 - 2 β - a) 2$	$(α - 1) (4 α - α β - 3 β) 2 16 (4 α - 2 β - α β - 1) 2$
$π 2 *$	$β (β - 1) (α - β) 2 16 (4 α β - β 2 - 2 β - a) 2$	$(α - 1) (1 - β) (α - β) 4 (4 α - 2 β - α β - 1) 2$
$π p *$	$β 2 (α - 1) (β - 1) (α - β) 4 (4 α β - β 2 - 2 β - a) 2$	$β (α - 1) 2 (1 - β) 16 (4 α - 2 β - α β - 1) 2$
$Π *$	$4 α 2 β + 2 α β 2 - 2 α β - α 2 - 3 β 2 8 (4 α β - β 2 - 2 β - a)$	$4 α 2 + 2 α - α 2 β - 2 α β - 3 β 8 (4 α - 2 β - α β - 1)$
$C S *$	$α 3 + 4 α 2 β (1 - 2 α) + α β 2 (5 - 15 α + 16 α 2) + 2 β 3 (13 - 25 α + 10 α 2) + β 4 32 (4 α β - β 2 - 2 β - a) 2$	$4 α 2 (5 + 4 α) + β (1 - 50 α - 15 α 2 - 8 α 3) + β 2 (26 + 5 α + 4 α 2 + α 3) 32 (4 α - 2 β - α β - 1) 2$

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Research on the Quality Positioning of Poverty Alleviation Agricultural Products under Consumers' Perception

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