Research On Multi-subject Behavior Game Of Agricultural Machinery Socialized Service Ecosystem Oriented To Value Co-Creation

In the process of accelerating the construction of agricultural power and promoting the modernization of agriculture and rural areas,the socialized service of agricultural machinery is an extremely important part and a feasible way to develop a new agricultural management system.The socialized service ecosystem of agricultural machinery realizes the value connection between agricultural machinery equipment manufacturing enterprises,agricultural machinery socialized service organizations and farmers.It is an important way to realize organic connection between small farmers and modern agriculture.However,due to the complexity of agriculture itself,it brings great difficulty to government regulation,and forms a situation of multi-player game,which affects the realization and efficiency of the final result value co-creation of agricultural machinery social service ecosystem.Therefore,in order to achieve better value co-creation,this paper uses the service ecosystem theory,value co-creation theory and evolutionary game theory to conduct in-depth research on the game behavior of the main body in the agricultural machinery socialized service ecosystem.On the basis of literature review and theoretical analysis,this paper established the structural model of agricultural machinery social service ecosystem firstly,described the roles and roles played by agricultural machinery equipment manufacturing enterprises,agricultural machinery social service organizations,farmers,governments and other stakeholders,and continued to analyze the mechanism of value co-creation of agricultural machinery social service ecosystem.Analyze the motivation and the development process of value co-creation of each main body in the system;Secondly,an evolutionary game model of co-creation of core subject values in the initial stage and growth stage of agricultural machinery social service ecosystem was constructed.The evolutionary stability strategy was solved through the model,and the Matlab2021 b software was further used for simulation verification to analyze the influence of different influencing factors on the choice of behavioral strategy of each subject.Finally,the paper analyzes the realization path of value co-creation of agricultural machinery social service ecosystem,designs the mechanism to ensure the stable operation of the system,and further puts forward targeted countermeasures and suggestions from the perspectives of agricultural machinery equipment manufacturing enterprises,agricultural machinery social service organizations,farmers and governments.Through the above research,the main conclusions are as follows:(1)Agricultural machinery socialized service ecosystem is a complex dynamic system composed of agricultural machinery equipment manufacturing enterprises,agricultural machinery socialized service organizations,governments,farmers and other stakeholders,and the realization of value cocreation is the result of interaction among subjects.(2)The value co-creation in the initial stage of the agricultural machinery social service ecosystem depends on the cooperative intention of the subject and the influence of other factors.After cooperation,the increase of excess returns,default fines,transaction costs and stable external environment will promote the cooperation of the subject,while the increase of cooperation costs and the additional income of noncooperation will weaken the cooperative intention of both parties.(3)Value co-creation in the growth period of agricultural machinery social service ecosystem is related to the initial intention of the main body to choose the strategy.In addition,the intensity of punishment,subsidy and potential loss of low-quality service have a significant impact on the stability of the system.(4)In the process of realizing the value co-creation of agricultural machinery socialized service ecosystem,the establishment of subject interaction optimization mechanism,subject income distribution mechanism,resource optimization coordination mechanism and institutional standard guarantee mechanism can promote the realization of value co-creation.This paper focuses on the multi-subject value co-creation of agricultural machinery social service ecosystem,which has certain reference value for improving the value co-creation efficiency of agricultural machinery social service ecosystem and promoting the high-quality development of agricultural machinery social service.