面向企业社会责任的多渠道生鲜农产品供应链协调机制研究

Food safety is vital to national well-being and the people’s livelihood. At present, the quality safety issue of fresh agri-food of our country is prominent. It is necessary to study how to ensure the effective supply of nutritional and healthy fresh agri-food. It is well known that the supply quality of fresh agri-food is positively relative to supply chain’s Corporate Social Responsibility (CSR), and the study on improving the CSR level of Fresh Agri-Food Supply Chain (FAFSC) through coordinating FAFSC to make “fresh agri-food safety” is rarely reported. Under the background of “Internet plus agriculture” , the Multi-Channel Fresh Agri-Food Supply Chain (MCFAFSC) is chosen as the study object, and CSR oriented coordination mechanism will be built. Firstly, the typical MCFAFSC modes will be identified and then CSR activities of typical MCFAFSCs will be investigated, followed by CSR performance evaluation of MCFAFSC. Subsequently, a conceptual framework for typical MCFAFSCs coordination is going to be established based on different characteristics of MCFAFSCs. Then, the coordination mechanism for typical MCFAFSC modes under random demand will be designed with two objectives of maximizing the MCFAFSC’s CSR performance level and maximizing the MCFAFSC’s whole profit. Lastly, the simulation model of the effect of government and consumer’s financial incentives on the performance of the MCFAFSC will be developed, and then we will study the collaborative management methods of the stakeholders of MCFAFSC to maximize the CSR performance level of the coordinated MCFAFSC. The proposed research is expected to enrich the theoretical insights for MCFAFSC coordination, and is expected to provide reliable decision supports for Chinese government making policy to achieve fresh agri-food quality safety.

食品安全关乎国计民生。现阶段，生鲜农产品安全问题突出，如何确保“营养健康”的生鲜农产品的有效供给，是亟待解决的重要课题。生鲜农产品供给质量与其供应链企业社会责任履行水平正相关已获共识，尚鲜有关于构建供应链协调机制改善供应链企业社会责任履行水平进而保障生鲜农产品安全的研究。本项目以“互联网+农业”为背景，以多渠道生鲜农产品供应链为研究对象，探讨面向企业社会责任的供应链协调机制构建问题。首先识别典型多渠道供应链模式及其企业社会责任活动内涵，度量典型供应链企业社会责任履行水平；再而建立典型多渠道供应链分类协调框架，考虑企业社会责任履行水平和利润双重目标，构建随机需求下典型多渠道生鲜农产品供应链内部协调机制；最后定量模拟外部经济激励对供应链绩效的影响，提出可协调供应链的内外协同治理对策。本项目研究不仅能够丰富多渠道生鲜农产品供应链协调的理论研究，而且能够为政府制定生鲜农产品安全政策提供决策依据。

食品安全关乎国计民生。现阶段，生鲜农产品安全问题突出，如何确保“营养健康”的生鲜农产品的有效供给，是亟待解决的重要课题。生鲜农产品供给质量与其供应链企业社会责任履行水平正相关已获共识，尚鲜有关于构建供应链协调机制改善供应链企业社会责任履行水平进而保障生鲜农产品安全的研究。本项目以“互联网+农业”为背景，以多渠道生鲜农产品供应链为研究对象，探讨面向企业社会责任的供应链协调机制构建和协同策略问题。.研究结论如下：⑴多渠道FAFSC共包括直接型、扩展型和终端型三种典型模式；⑵基于多渠道FAFSC的内部利益相关者和外部利益相关者的识别，搭建了内部核心企业主导的CSR管理以及外部政府和消费者利益相关者协同治理的关系架构。⑶“生鲜农产品安全”目标下多渠道生鲜农产品供应链CSR履行水平度量维度主要包括供应商发展、消费者责任、法律责任、环境责任、公共沟通责任。本项目在构建多渠道生鲜农产品供应链CSR履行评价模型的基础上，以A市某类养殖鱼为例，对两条具有代表性生鲜农产品供应链进行了履行企业社会责任的水平测度，验证了本研究报告所设计的评价模型的有效性。⑷不管是否考虑CSR或者保鲜努力，批发价合同和标准收益共享合同不能协调本项目所研究的典型供应链，在此基础上分别针对承担企业社会责任的二级生鲜农产品供应链、随机产出与需求下承担企业社会责任的二级供应链、履行企业社会责任和保鲜努力的双渠道生鲜供应链三种典型供应链设计了可以协调供应链成员利益的契约。⑸多渠道生鲜农产品供应链利益协调需要从内部利益相关者的内部协调和外部利益相关者的外部协调两个维度进行协同治理。内部利益相关者的内部协调应当立足于核心企业主导的内部治理；外部利益相关者的协同治理应形成一个集合各方外部驱动力的协同治理体系。.本项目研究所取得的研究成果不仅能够丰富多渠道生鲜农产品供应链协调的理论研究，而且能够为政府制定生鲜农产品安全政策提供决策依据。