Research on the supply chain model based on the differentiation of green agricultural products

摘要

This paper studies the supply chain of green agricultural products with "agricultural super docking" mode based on the different management. The "agricultural super docking" mode is a direct connection between supermarkets and farmers (or cooperatives), what the supermarket needs and what the farmers produce. The green degree is used to indicate the quality level of health, safety and nutrition of agricultural products. The greater the green degree is, the better the quality of agricultural products is. In order to meet the needs of all consumers, the supermarket decide to carry out different management. That is to say, supermarket sells ordinary agricultural products and green agricultural products at the same time. This paper gives the consumer utility function for ordinary agricultural products and green agricultural products separately. We analyze the consumers’ choice behaviors based on the consumer utility function .We discuss the optimal decision of supermarket choosing one farmer and supermarket choosing two farmers based on Stackelberg game. It can be seen from the comparison that supermarket can get more profits when it chooses two farmer to order separately. Finally, a "wholesale price + ordering subsidy" coordination mechanism is proposed to realize supply chain coordination. .