基于关系契约视角的农户与农产品电子商务企业合作机制演化博弈分析

本文基于关系契约的视角,运用演化博弈理论,构建有限理性特性下的农户与农产品电子商务企业合作演化博弈模型,分析双方合作策略的演进过程、稳定策略及其影响因素,并通过Matlab仿真模拟分析影响双方合作策略选择的因素,验证博弈结果正确性。研究结果表明:农户和农产品电子商务企业选择合作策略与合作投入成本、实现的超额收益密切相关,博弈初始状态、再交易成本、单方不合作获得的收益及违约罚金等因素影响系统的演化稳定结果。因此完善农户与农产品电子商务企业的合作机制,需要构建合理的利益分配机制、良好的关系治理机制、有效的监督和惩罚机制和信息共享、沟通与协调机制。

Game Analysis of Cooperation Mechanism between Farmers and E-commerce Enterprises of Agricultural productsfrom the Perspective of Relational Contract

Based on the perspective of relationship contract and using evolutionary game theory, this paper constructs an evolutionary game model of cooperation between farmers and E-commerce enterprises of agricultural products under the characteristics of bounded rationality, and analyzes the evolution process, stability strategy and influencing factors of cooperation strategies, and the factors that affect the choice of cooperation strategies by Matlab simulation to verify the correctness of the game results. The results show that the cooperation strategy chosen by farmers and E-commerce enterprises of agricultural products is closely related to the input cost and the excess income realized by both parties. The initial state of the game, the cost of re-transaction, the benefits of unilateral non-cooperation and the penalty for breach of contract affect the evolutionary and stable results of the system. Therefore, to improve the cooperation mechanism between farmers and E-commerce enterprises of agricultural products, we need to build a reasonable interest distribution mechanism, good relationship governance mechanism, effective supervision and punishment mechanism and information sharing, communication and coordination mechanism.