Research On Decision-making And Coordination Of Agricultural Supply Chain Considering CSR And Advertising Spillover Effect

With the rapid development of economy,many social problems are becoming more and more prominent,and consumers are more inclined to buy products produced by enterprises that fulfill their corporate social responsibilities.For agricultural enterprises,the social responsibility of agricultural enterprises also directly affects the corporate image,thus affecting consumers’ purchase intention and market demand for products.The purchase intention of consumers is not only affected by corporate image,but also has a certain relationship with product popularity.In this case,more and more agricultural enterprises in order to open their own visibility,began to use advertising to convey information to consumers.In addition,in every link,agricultural enterprises are not only affected by supply chain members,but also by government policies and market environment.Therefore,how to properly utilize the spillover effect of government subsidies and advertising input is the key factor for agricultural enterprises to achieve maximum profit and customer satisfaction.Based on this,this thesis carries out a series of studies.Aiming at the spillover effect of advertising input on CSR,this thesis first studies the second-order agricultural product supply chain dominated by retailers and followed by suppliers,and discusses the influence of advertising spillover effect,consumer sensitivity coefficient to advertising,consumer CSR preference,and supplier CSR input scale on each equilibrium solution under six supply chain decision modes when both suppliers perform CSR.Through numerical simulation and MATLAB example analysis,the total profit of agricultural product supply chain is optimal when centralized decision is made.Therefore,the bidirectional cost-sharing mechanism is designed to coordinate the decentralized model.The purpose is to promote the members of the supply chain to fulfill CSR,expand the market share of products and improve the profits of the supply chain system.Secondly,in order to promote the development of agricultural supply chain and promote agricultural enterprises to fulfill their corporate social responsibilities,the government establishes a three-level agricultural supply chain model with the participation of the government,uses Stankberg game to make decisions,and discusses the influence of different government subsidy modes on the supply chain,in order to provide certain reference opinions for the government and agricultural enterprises.In this thesis,Stackelberg game was used to build a theoretical model,and different models were compared by example analysis and numerical simulation to get the optimal conclusions,and corresponding management opinions were given,as well as relevant suggestions and prospects for the shortcomings of the thesis.It can provide certain reference value for agricultural enterprises considering CSR and advertising spillover effect,and provide theoretical and practical reference for the government to subsidise agricultural enterprises fulfilling CSR.