基于社会偏好的鲜活农产品供应链质量安全激励机制研究

The supply chain of fresh agricultural product owns some characteristics, such as quickly deteriorate, high wastage cost,as well as random output. In our country, supply chain of fresh agriculture product is dominated by retailors and profit allocation is inequity. Influenced by social preferences, supply chain remebers would take opportunistic behavior even moral hazard behavior to deal with inequity. And then quality security events would be caused.On one hand,the research of poject has important academic value because of enriching incentive theory of supply chain.On the other hand, the research of poject has the important practical significance because of the institution of quality supervision and management making scientific management measure of quality safety for fresh agricultural product Taking the supply chain for agricultural products as research object,the poject researches the quality safety mechanism of supply chain for fresh agricultural product based on the social preference theory,incentive theory and computer simulation method,empirical analysis method. Firstly, the project carries out empirical research to analyze the characteristic and decision rules of social preference for supply chain remembers.And then,using analysis framework of social preference theory to model output share incentive mechanism and relative performance incentive mechanism,the project explores quality safety mechanism of of supply chain for fresh agricultural product.The main research contents includes: empirical research of characteristic analysis and decision rules for social preference for supply chain remembers, output share incentive mechanism for one farmer base on social preference,and relative performance incentive mechanism for a popularity of farmers.

鲜活农产品供应链具有变质快、损耗高、产量随机等特点。在我国以零售商主导型鲜活农产品供应链模式下，成员间的利益分配极不平等。受社会偏好属性影响，供应链成员会采取机会主义行为甚至败德行为应对不平等，导致鲜活农产品的质量安全问题。本项目的研究对于丰富供应链行为激励理论具有重要学术价值，对于质量监督管理机构制定科学的鲜活农产品质量安全管理措施具有重要现实意义。 本项目以鲜活农产品供应链为研究对象，应用社会偏好理论、激励理论、计算机仿真以及实证分析方法，对鲜活农产品供应链质量安全激励机制进行研究。首先就供应链成员的社会偏好行为的特征及决策规则进行实证研究，进而将社会偏好模型F-S模型应用于产出分享和相对业绩激励模型中，探索鲜活农产品供应链的质量安全激励机制。主要研究内容包括：供应链成员社会偏好行为分析与决策规则的实证研究，社会偏好下单农户的产出分享激励机制、社会偏好下多农户的相对业绩激励机制。

鲜活农产品供应链具有变质快、损耗高、产量随机等特点。在我国以零售商主导型鲜活农产品供应链模式下，成员间的利益分配极不平等。受社会偏好属性影响，供应链成员会采取机会主义行为甚至败德行为应对不平等，导致鲜活农产品的质量安全问题。. 本项目以鲜活农产品供应链为研究对象，应用社会偏好理论、激励理论、计算机仿真以及实证分析方法，对鲜活农产品供应链质量安全激励机制进行了系统的研究。本项目首先针对鲜活农产品供应商和零售商设计了实证研究方案，展开问卷调查，通过数据分析获得了社会偏好假设下供应链成员的个体行为特征，进而提炼了影响鲜活农产品供应链成员决策的关键影响因素，构建了效用度量体系；基于实证阶段获得的鲜活农产品供应商和零售商的决策规则和效用度量函数，重点以公平偏好、损失规避偏好以及利他偏好模型为理论参照，研究了鲜活农产品供应链协调决策；以风险规避偏好、公平偏好、过度自信偏好等模型为理论参照，研究了鲜活农产品供应链质量安全激励机制。分析了不同社会偏好对协调策略和激励机制的影响，获得了一系列鲜活农产品协调策略和激励机制。本课题的研究丰富了鲜活农产品供应链行为激励理论，为鲜活农产品供应链质量安全的科学管理提供了一定的理论和方法依据。