A Pricing Study On Fresh Strawberry Supply Chain Based On Government Subsidies And Green Consumption Preference

The people take food as the sky,and the green issue of agricultural products has received more and more attention in China.As an agricultural country,whether the supply chain of fresh agricultural products meets the "green production indicators" stipulated by China has attracted attention from all parties.Based on the two factors of consumers’ green consumption preference and government subsidies,this paper takes the fresh strawberry supply chain of Zeneng Strawberry Farm in Xiazhamura,Baoding City,Hebei Province as the research object,and discusses and analyzes the optimal pricing related to the fresh strawberry supply chain.This article is divided into six chapters.The first chapter is mainly an introduction to the writing of this paper,mainly on the background of this paper,the purpose and significance of this research,the methods used in this research,and the innovations and shortcomings.The second chapter introduces the relevant theories and research methods used in this paper,and reviews the literature on the supply chain of fresh agricultural products related to green consumption preferences,government subsidies and other influencing factors.The third chapter is the practical analysis part,taking Zeneng Strawberry Farm in Xiazha Village,Baoding City,Hebei Province as the research object for case analysis,collecting relevant data through the author’s own field research interviews,questionnaire surveys,etc.,and analyzing the management and operation mode of Zeineng Strawberry Farm.Chapters 4 and 5 are theoretical calculations.In the case of considering only consumers’ green consumption preference and considering both government subsidies and consumers’ green consumption preference,the model assumption of fresh strawberry supply chain is made,Stackberg’s second-order game model is established,and the relevant calculation and analysis are carried out to obtain a series of optimalresults,and the results are calculated and verified.In addition,by assuming the correlation value,the correlation calculation is verified and the plot is analyzed to further verify the relevant conclusions in the previous article.The sixth chapter is the part of obstacle analysis and countermeasures.Through the previous research,this chapter analyzes some practical obstacles and puts forward corresponding countermeasures.