区域媒体驱动农资流通网络绩效分析与优化.docVIP

区域媒体驱动农资流通网络绩效分析与优化 　　摘要：基于湖北垄上行新公社有限公司（LSX）的市场运作实践，建立起欠发达地区区域媒体驱动的农资流通网络运营模式，并利用动态博弈理论分析了该网络运营模式下各参与主体的合作行为特征以及流通网络的绩效。结果表明，媒体影响力对稳定网络中参与主体的合作关系以及市场均衡价格有重要作用，然而，现有的农资流通网络运营模式总体上有推动区域农资价格上涨的倾向，且在维持相对于传统流通渠道价格优势的情况下各个参与主体间不存在合理的均衡决策。建议LSX在农资流通网络优化时要加强对终端代理商的监控，将代理关系转化为能落实“统一”定价策略的紧密合作关系，同时在发展战略上弱化其农资代理商的角色而强化其作为区域性农资交易社会化服务平台的功能。 　　关键词：媒体驱动；农资流通网络；网络绩效；区域农业竞争力；垄上行新公社 　　中图分类号：F713；G206.2 文献标识码：A 文章编号：0439-8114（2015）21-5448-08 　　DOI：10.14088/j.cnki.issn0439-8114.2015.21.063 　　Performance Analysis and Optimization of Agricultural Materials Distribution 　　Network Driven by Regional Media 　　LIU Song，WANG Fa-yuan 　　（Management College， Yangtze University， Jingzhou 434023，Hubei， China） 　　Abstract： Taking Hubei Long-Shang-Xing new community Co. Ltd as an example， a pattern of regional agricultural materials distribution network for underdeveloped region driven by regional media was established， and the analysis of the partners optimal decisions and performance of the network was conducted based on dynamic game theory. The results indicated that the influence of media play important roles in stabilizing the cooperation relationship among partners and market equilibrium price. Whereas， the existing agricultural materials distribution network generally tend to push up prices of regional agricultural materials， and there are no rational equilibrium decisions among partners if maintaining the price advantage compared with the traditional distribution channel. In order to optimize the agricultural materials distribution network， the LSX was suggested to strengthen its surveillance on its terminal distributors， and change their agent relationship to tight cooperation relationship that can implement the unified pricing tactic， meanwhile to intensify its function of providing socialized service platform for regional agricultural material transaction instead of just being a distributor from the aspect of development strategy. 　　Key words： media-driven； agricultural material