Production Mode Selection Under Capacity Constraints In Green Agricultural Supply Chain

In this paper,we firstly construct the agribusiness model to help agricultural enterprises make optimal production mode and pricing strategy the on the basis of demand of green agricultural products and normal agricultural products.We assume that agribusiness will make a choice in the three modes of production: green production mode,non-green production mode and hybrid production mode;and consumers get their own integrated utility obtained through its own preferences and retail price of the two agricultural products,and then determine to purchase a higher utility agricultural products.And on this basis,we considered the influence of heterogeneous customers and production capacity constraints,and we analyzed the production modes selection,pricing strategy and yield of the two products of green supply chain.First,we found that while the discount coefficient is fixed,the relative relationship between production cost plays a decisive role in the selection of production mode: when the production cost of green agricultural products is high,agricultural enterprises will generally produce normal products;when the production cost is almost the same,the agricultural enterprises will choose the green production mode.Only in the case of the production cost gap in a reasonable interval,agricultural enterprises will produce two kinds of agricultural products at the same time.Similarly,under the condition that the relative cost of production is fixed,the value discount coefficient plays a decisive role in the selection of production mode.Secondly,we consider the existence of heterogeneous customer and capacity constraint.We found that when the discount coefficient and the relative relationship between production cost is fixed,heterogeneous customers proportion、the green agricultural products proportion and capacity constraint not to play a decisive role,its influence depends on the discount coefficient and the relative relationship between production cost.