考虑农户心理成本与合作社损失的农业服务平台定价策略研究

doi:10.16381/j.cnki.issn1003-207x.2023.2086

Abstract

Abstract:

Agricultural service platforms （ASPs） are network systems that connect farmers with agricultural service providers， facilitating the supply-demand matching of dispersed agricultural resources. ASPs offer a novel model for agricultural service matching and transactions. Although scholars have extensively studied the pricing strategies of platform enterprises， the focus has primarily been on sectors such as food delivery， e-commerce， and short videos. The development of pricing strategies to promote ASPs has not yet received adequate scholarly attention. Unlike the pricing strategies of general platforms， ASPs have distinctive characteristics. General platforms typically set usage or intermediary fees without having the authority to price goods or services. In contrast， ASPs determine the fees charged to farmers for machinery services and the payments made to service providers， as exemplified by the "Farm Steward" model. Establishing initial pricing strategies and sustainable pricing strategies is a critical issue for the development of ASPs. When farmers need agricultural services （such as spraying， irrigation， harvesting， etc.）， they can purchase these services through ASPs or seek services via rural social networks. However， farmers may incur psychological costs when using ASPs， which vary due to differences in digital literacy among farmers. To characterize this heterogeneity， it is assumed that the mental cost $θ$ follows a uniform distribution over ［ $- θ ˙, θ ¯$ ］. Cooperatives accepting online orders may experience a decrease in response speed to their internal members， causing internal losses. Due to significant differences in operational area and the number of agricultural machines among cooperatives， the losses incurred by providing online services are also heterogeneous， assumed to follow a uniform distribution over $γ 1 - γ 2, γ 1 + γ 2$ . Considering the heterogeneity of bilateral users， a selection model for farmers and cooperatives is established. Next， pricing models are developed for ASPs in the startup and growth phases， aiming to maximize social welfare and platform profit， respectively. Finally， the profit， pricing， and user demand under different objectives are compared to determine the applicable conditions for both pricing strategies. The results indicate that the pricing strategy of ASPs is predominantly influenced by the trust level of farmers towards the platform. For regions where farmer trust is low， ASPs should adopt a pricing strategy that aims to maximize social welfare. Conversely， in regions where farmer trust is high， ASPs should implement a pricing strategy focused on maximizing their own profits. Under the concessional strategy， service prices are lower， and service remuneration is higher compared to the profit-driven strategy. When farmers have low aversion to the platform， the concessional pricing strategy is more attractive to both users. However， when farmer aversion is high， the profit-driven pricing strategy is more appealing to both users.

Key words: agricultural service platform, operation management, heterogeneous users, pricing strategy, equilibrium analysis

CLC Number:

F272

Xinxin Liu,Zilai Sun,Jiliang Han, et al. Research on Pricing Strategy of Agricultural Service Platform Considering Farmers’ Mental Cost and Cooperative Loss[J]. Chinese Journal of Management Science, 2026, 34(7): 323-335.

Figures/Tables 12

类型	符号	含义
参数	$n f$	服务区域内的潜在农户数量
	$n p$	平台上注册的合作社数量
	$p 0$	乡村社会网络渠道的单位服务价格
	$S$	每名农户的经营面积
	$θ$	农户使用农服平台的心理成本
	$γ$	合作社损失
	$C 0$	合作社的单位服务成本
决策变量	$p s i$	第 $i$ 阶段平台对农户收取的单位服务价格， $i = 1$ 表示初创期， $i = 2$ 表示发展期
决策变量	$w s i$	第 $i$ 阶段平台支付给合作社的单位服务报酬， $i = 1$ 表示初创期， $i = 2$ 表示发展期

变量	区间
变量	$0 < θ ¯ ≤ h 1$	$h 1 < θ ¯ < m i n {h 2, h 3, h 4$	$θ ¯ ≥ m a x {h 2, h 3, h 4$
$p s 1 *$	$p 0 - θ ¯ / S$	$C 0 + γ 1 + γ 2 / S$	$p 0 - θ ¯ / S$
$w s 1 *$	$C 0 + γ 1 + γ 2 / S$	$C 0 + γ 1 + γ 2 / S$	$p 0 - θ ¯ / S$
$S W 1 *$	$n p γ 2 + 12 n f θ ¯ + θ ˙ + m i n {n f, n p k 1$	$n p γ 2 + n f k 1 + θ ¯ + θ ˙ 2 2 θ ¯ + θ ˙$	$n p k 1 + 2 γ 2 2 4 γ 2 + n f θ ¯ + θ ˙ 2$

变量	$θ ˙$		$θ ¯$
变量	$S ≤ S ̂$	$S > S ̂$	$S ≤ S ̂$	$S > S ̂$
$p s 2 *$	$↑ θ ¯ ≤ θ 2 ↓ θ ¯ > θ 2$	$↑$	$↓$	$↓$
$w s 2 *$	$↑ ξ 1 ≥ 0 ↓ ξ 1 < 0$	-	$↓$	-
$r *$	$↓$	$↓$	$↓$	$↑$
$π *$	$↑ ξ 1 ≥ 0 ↓ ξ 1 < 0$	$↑$	$↓$	$↓$

变量	$γ 1$			$γ 2$
	$S ≤ S ̂$	$S > S ̂$	$S ≤ S ̂$ $S > S ̂$
				$n f ≤ n p$	$n f > n p$
$p s 2 *$	$↑$	-	$↑ γ 1 ≤ γ 3 ↓ γ 1 > γ 3$	-	-
$w s 2 *$	$↑$	$↑$	$↑ ξ 3 ≥ 0 ↓ ξ 3 < 0$	$↑ n f ≥ n p / 2 ↓ n f < n p / 2$	$↑$
$r *$	$↑$	$↑ S ≥ S 1 ↓ S < S 1$	$↑ ξ 4 ≥ 0 ↓ ξ 4 < 0$	$↑ n f ≥ n p / 2 ↓ n f < n p / 2$	$↑$
$π *$	$↓$	$↓$	$↑ γ 1 ≥ γ 3 ↓ γ 1 < γ 3$	$↑ n f ≤ n p / 2 ↓ n f > n p / 2$	$↓$

变量	$n f$			$n p$
	$S ≤ S ̂$	$S > S ̂$		$S ≤ S ̂$	$S > S ̂$
		$n f ≤ n p$	$n f > n p$		$n f ≤ n p$	$n f > n p$
$p s 2 *$	$↑$	-	$↑$	$↓$	-	$↓$
$w s 2 *$	$↑$	$↑$	-	$↓$	$↓$	-
$r *$	$↑$	$↑$	$↓$	$↓$	$↓$	$↑$

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Research on Pricing Strategy of Agricultural Service Platform Considering Farmers’ Mental Cost and Cooperative Loss

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