基于渠道权力的生鲜农产品供应链流通模式构建

摘要

本文基于Hotelling模型，分别构建了单一“农超对接”和多渠道并存这两种不同流通模式，比较分析了不同模式中合作社、超市和农贸市场的行为，探讨了合作社利用农贸市场来缓解超市渠道压力的可能性和可行性策略。研究发现当超市在渠道中具有的谈判权力较大时，合作社将更偏好于采用多渠道并存的流通模式；反之，则采用单一“农超对接”的流通模式。%This paper respectively constructed the circulation models of single sale channel of “farmer-supermarket di-rect-purchase” and multi -channels coexistence , compared behavior characteristics of co -operatives , supermarkets and free markets in different circulation models , and analyzed how co-operatives can take advantage of the competition between supermarkets and free markets to reduce the channel pressure .We found that co -operatives would prefer to choose the circulation model of multi -channels when the supermarket was more powerful; conversely , the co-opera-tives would prefer to choose the circulation model of “farmer-supermarket direct -purchase”.