[1]马宁.“互联网+”视角下农产品销售渠道优化研究[J].北方园艺,2018,42(11):191-195.[doi:10.11937/bfyy.20174760]
　(Shaanxi Academy of Governance,Xian,Shaanxi 7008).Distribution Channel Optimization of Agricultural Products From the Perspective of ‘Internet+’[J].Northern Horticulture,2018,42(11):191-195.[doi:10.11937/bfyy.20174760]
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“互联网+”视角下农产品销售渠道优化研究

《北方园艺》[ISSN:1001-0009/CN:23-1247/S] 卷: 第42卷 期数: 2018年11 页码: 191-195 栏目: 出版日期: 2018-06-10
Title:
Distribution Channel Optimization of Agricultural Products From the Perspective of ‘Internet+’
作者:
马宁
（陕西省行政学院，陕西 西安 710068）
Author(s):
(Shaanxi Academy of Governance; Xi′an; Shaanxi 710068)
agricultural products;circulation channel;optimal pricing;coordination
关键词:
农产品; 流通渠道; 最优定价; 协调机制
Keywords:
agricultural products; circulation channel; optimal pricing; coordination
DOI:
10.11937/bfyy.20174760
文献标志码:
A
摘要:
随着农村地区网民规模和互联网普及率的提升，分散小农户越来越倾向于借助互联网销售农产品，在“互联网+”视阈下，研究在给定供应链协调与优化的基础上，分散小农户如何决策自销产品的价格和销售量来最大化自己的收益问题。研究发现自销农产品所面临的区域市场，其需求波动并不会影响自销农产品的最优定价，而这一定价仅与农产品的需求弹性有关；在不考虑产品折损的情况下，增加自销产品量并不会减少农户的总体收益。该研究通过数值仿真分析验证了研究结果的有效性，为实际中农户的自销决策提供了参考依据，也为地方政府制订合理的产业发展规划提供支持。
Abstract:
With the widespread application of the internet in rural areas，scattered small farmers tend to distribute products on the internet.Considering the dual channel supply chain of agriculture products of scattered small farmers，this study investigates the problem that，from the perspective of ‘Internet+’，how farms would decide the sales price and quantity to maximize their own benefits based on a given coordinated and optimized supply chain.This study reveals that the demand fluctuation of regional market will not affect the optimal sales price，and this optimal price is merely related to the price elasticity of the products.In the case of no product losses，the increase of sales quantity will not reduce the overall income of farmers.The proposed method could serve as a theoretical basis for practical marketing decisions of farmers and its validity is verified by numerical simulations.

参考文献/References:

 

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备注/Memo

作者简介：马宁(1980-)，女，硕士，讲师，研究方向为区域经济与电子商务。E-mail:3286772@qq.com.基金项目：2016年国家社会科学基金一般资助项目（16BGL015）；2017年陕西省社科基金一般资助项目（2017D047）。收稿日期：2018-02-01

更新日期/Last Update: 2018-06-29