Research On Cooperation Mechanism Of Double Channels Of Agricultural Products Supply Chain Based On Evolutionary Game

In order to meet the diversified and personalized consumption needs of consumers and further expand the market share of agricultural products,more and more agricultural supply chain enterprises are involved in the E-commerce of agricultural products,thus initiating the reform of the online and offline dual-channel circulation mode of agricultural products.In the market environment where physical retail channel and online sales channel coexist,the dual marginal effect of agricultural products market and conflicts between different channels of common customers,the low circulation efficiency and the difficulties in making profits caused by high losses and costs in circulation are still severe.In this context,how to promote the cooperation of dual-channel supply chain enterprises to resolve channel conflicts,reduce costs and increase efficiency is the key to maximize the supply chain enterprises' own interests and the overall interests of dual-channel supply chain of agricultural products.Therefore,this paper combined with dual channel supply chain of agricultural products market environment,cooperation with dual channel supply chain of agricultural products as the breakthrough point,discuss the driving forces and mechanism of agricultural products supply chain cooperation,and explore the behavior evolution of dual channel supply chain of agricultural products,and then build the cooperation mechanism of supply chain enterprise,in order to better promote dual channel supply chain of agricultural products to deepen cooperation,mutual benefit and win-win results.Based on the evolutionary game theory,this paper deeply studies the evolution process of cooperative decision-making between suppliers and retailers in agricultural products supply chain under mixed dual-channel,and explores the impacts of punishment mechanism on equilibrium of cooperative decision-making evolution between two parties.The conclusion shows that the evolutionary equilibrium of the cooperation decision between suppliers and retailers is closely related to cooperative willingness and interest conflicts of both parties.Cooperation cost and cooperation benefit are the important factors that determine the cooperation between two parties in the game.The reason of cooperative behavior is that the benefit of cooperation is greater than the cost of cooperation.Under the punishment mechanism,cooperation decision of supplier and retailer and penalties were positively correlated,and the punishment mechanism can adjust the behavior choice of supply chain enterprises.Through the double channels of cooperation to achieve supply chain resources value maximization,and realize win-win cooperation in order to enhance the entire supply chain of agricultural products supply chain enterprise's overall efficiency and competitiveness;Matlab numerical simulation experiment also verified the conclusion.Therefore,based on the above analysis,this paper puts forward suggestions and countermeasures to promote dual-channel cooperation from the perspectives of cost sharing,benefit sharing and risk sharing,which has referential significance for promoting dual-channel supply chain cooperation of agricultural products.