考虑消费者选择行为的农产品质量分级博弈分析

质量分级是农产品实现优质优价的重要手段,但目前只有少数农产品实现了分级销售。基于消费者的质量优选行为,构建了生产商和零售商实施质量分级的博弈模型,分析了不同主体实施质量分级对产品最优定价及利润的影响。结论表明,农产品质量分级优于不分级;当高质量产品消费者的流失率低于临界值时,零售商质量分级能够实现供应链系统利润最大。据此,建议政府出台相关支持政策,鼓励零售商对农产品进行质量分级。

Game Analysis of Agri-food Quality Classification under Consumer Selection Behavior

Quality classification is an important means to realize good quality and favorable price for agri-food. But, only a few agricultural products have achieved graded sales at present. Based on the consumer ’s selection behavior for good quality product, game models of quality classification between a manufacturer and a retailer are constructed, and aspects of different member’s decision on optimal pricing strategy and profit are analyzed. The conclusion suggests that quality classification of agri-food is better than no classification, and the retailer’s quality classification can achieve the optimal system profit when the consumer loss rate of high-quality products is below the threshold. Accordingly, it is recommended that the government issue relevant supporting policies to encourage retailers to implement quality classification of agri-food.