Study On The Mechanism And Improvement Of Malicious Underpricing In Rural Perishable Agricultural Products Trading

In recent years,with the support of relevant national and government policies the output and output value of domestic agricultural products have been rising/ increasing steadily.However,in some remote areas,due to the single sales channel and weak bargaining power of farmers,dealers will continue to lower prices during procurement.esulting in the frequent occurrence of farmers increasing production but not income.Some dealers maliciously lowered the price in the transaction and purchased at a price lower than the production cost of farmers,which seriously damaged the profits of farmers and reduced their enthusiasm for planting.Therefore,it is necessary to deeply understand the influence of farmers’ psychological factors on transaction behavior,to study dealers’ price-lowering behavior from the occurrence mechanism,to explore the mechanism of malicious price-lowering,and to put forward improvement plans for the phenomenon of malicious price-lowering in the transaction.Problems to be solved urgently.Based on this,under the condition of uncertain supply and demand,this paper takes the supply chain of perishable agricultural products as the research object,and studies the price undercutting behavior and malicious price reduction mechanism of dealers in the multi-stage agricultural product transaction process.This paper builds a multi-stage malicious price underpricing model based on the price reduction methods such as price fraud by dealers and extended purchasing cycle,and the influence of farmers’ psychological factors on the decisionmaking behaviors of both parties in the transaction.On the basis of studying the mechanism of malicious price underpricing,the paper explores the influence of the construction of cold storage and other infrastructure on dealers’ price underpricing behavior and malicious price underpricing phenomenon.This paper analyzes the conditions under which the construction of origin cold storage can restrain the dealer’s behavior of price pressure,so as to provide theoretical guidance for the construction of origin cold storage,and put forward improvement suggestions for promoting fair trade.Multi-step Hierarchical Ant Colony Algorithm is designed to solve the above model.Through numerical analysis,this paper draws a conclusion: when farmers have no cold storage or the rental cost of cold storage is high,there is a phenomenon of malicious price reduction in the transaction,and farmers’ profit is negative after the purchasing period.The construction of producing area cold storage can slow down the decline rate of farmers’ minimum psychological selling price to a certain extent,increase the unit purchase price of agricultural products,and reduce the market selling price of agricultural products.Therefore,the cold storage of origin plays a positive role in stabilizing market prices and improving the stability of source trading of agricultural products.At the same time,reasonable cold storage leasing cost can reduce dealers’ malicious price-cutting behavior,significantly improve the overall performance of the supply chain,and realize the profit growth of both parties.