农产品渠道联盟信息共享机制研究

摘要

农产品渠道联盟信息共享是指相互合作的渠道成员间在信息上的交流与共用.构建农产品渠道联盟信息共享机制可以使渠道成员增进相互交流、保持协调一致、做出有效的市场预测、提高市场反映速度、以更大的竞争优势达到整个联盟利益最大化,最终实现各成员的特定目标和利益.博弈分析显示,在农产品渠道联盟中,供应商与销售商的信息共享能提高参与信息共享的渠道成员的利润.农产品渠道联盟信息共享机制包括信息共享激励机制和信息共享保障机制.%Agro-product marketing channel alliance in-formation sharing refers to information exchange and sharing between mutual cooperation channel members. The con-structing of agro-product marketing channel alliance informa-tion sharing mechanism can improve mutual communication, coordination and make an effective market forecast, enhances the market reflect speed, realize alliance benefit maximiza-tion with more competitive advantages, and finally achieve every member's specific goals and interests. The game anal-ysis shows that information sharing between the suppliers and sellers can improve profits of involved in agro-product marketing channel alliance. The agro-product marketing channel alliance information sharing mechanism includes in-formation sharing encouragement mechanism and information sharing security mechanism.