区域媒体驱动的农资流通网络绩效分析与优化

发布时间：2018-11-25 07:03

【摘要】：基于湖北垄上行新公社有限公司(LSX)的市场运作实践,建立起欠发达地区区域媒体驱动的农资流通网络运营模式,并利用动态博弈理论分析了该网络运营模式下各参与主体的合作行为特征以及流通网络的绩效。结果表明,媒体影响力对稳定网络中参与主体的合作关系以及市场均衡价格有重要作用,然而,现有的农资流通网络运营模式总体上有推动区域农资价格上涨的倾向,且在维持相对于传统流通渠道价格优势的情况下各个参与主体间不存在合理的均衡决策。建议LSX在农资流通网络优化时要加强对终端代理商的监控,将代理关系转化为能落实"统一"定价策略的紧密合作关系,同时在发展战略上弱化其农资代理商的角色而强化其作为区域性农资交易社会化服务平台的功能。
[Abstract]:Based on the market operation practice of Hubei Leng uplink new commune co., Ltd. (LSX), the operating mode of agricultural capital circulation network driven by media in less developed regions was established. Using the dynamic game theory, this paper analyzes the cooperative behavior characteristics of the participants and the performance of the circulation network under the network operation mode. The results show that the media influence plays an important role in stabilizing the cooperative relationship of the participants and the market equilibrium price in the network. However, the existing agricultural distribution network operation mode generally has the tendency to push up the regional agricultural property prices. And there is no reasonable equilibrium decision among the participants under the condition of maintaining the price advantage compared with the traditional circulation channel. It is suggested that LSX should strengthen the monitoring of the terminal agents in the optimization of agricultural distribution network, and transform the agency relationship into a close cooperative relationship that can implement the "unified" pricing strategy. At the same time, it weakens the role of agribusiness agent and strengthens its function as a socialized service platform for regional agribusiness.
【作者单位】：长江大学管理学院;
【基金】：湖北省教育厅人文社会科学项目(13Y032) 国家社会科学基金项目(13BJY108)
【分类号】：F426.72

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