考虑“农超对接”发展过程中政府引导对农户、连锁超市企业决策的影响,构建政府引导—连锁超市企业运作—农户参与的演化博弈模型,探讨不同主体间策略选择的相互作用机制,并借助仿真分析不同成员运作行为对“农超对接”稳定运作的影响。研究发现:农户、连锁超市企业对政府政策扶持及补贴的价值感知及参与成本及收益的高低是影响双方决策行为的重要因素;惩罚力度较低时有利于政府、连锁超市企业向积极运作的方向演化,中等监管力度有助于双方对“农超对接”业务运作达成一致,否则会因监管成本过高,造成政府政策引导的困境。最后,指出政府应继续发挥在“农超对接”发展中的主导作用,并提出促进其健康、有序发展的对策及建议。
Considering the influence of government guidance on the decision-making of farmers and supermarket chain enterprises during the development of agricultural super-docking, an evolutionary game model was constructed with government, enterprises and farmers, investigate the interaction mechanism of strategy choice between different subjects, and with the help of the simulation analysis of different members operation behavior, the influence of the farmers and stable operation. The result shows that the value perception of government policy support and subsidies by farmers and companies, as well as the level of participation costs and benefits, are important factors that affect the decision-making behavior of both parties; the low punishment intensity is benefit the government and companies in the direction of active operation evolution. Medium supervision intensity is helpful for both sides to reach an agreement on the business operation of "connecting farmers and supermarkets". Otherwise, the supervision cost will be too high, resulting in the dilemma of government policy guidance. Finally, it is pointed that the government should continue to play a leading role in the development of agricultural super docking. And put forward countermeasures and suggestions to promote its healthy and orderly development.
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