关键词: 农超对接, 质量改进, 参考质量效应, 微分博弈

Abstract: Taking the secondary supply chain composed of “rural cooperative+supermarket” as the research object under the background of “connecting agriculture with supermarkets”, considering the effect of consumer reference quality on demand, based on the differential game theory, we obtain the optimal strategy and profit of the equilibrium parties under the three cases of cost sharing contract, non-cooperation and centralized decision respectively. The analysis shows that: the reference quality effect behavior of consumers can encourage rural cooperatives to improve the quality level of agricultural products, at the same time it alleviates the advertising pressure of supermarkets, and reduces the advertising level of supermarkets; When the conversion degree of goodwill to reference quality is large, decision makers will choose low goodwill strategy to maintain consumers' reasonable expected value of agricultural product quality, which forms a bad business environment with low quality of agricultural products and low income of members; The cost sharing contract not only improves the quality of agricultural products, but also realizes the Pareto improvement of the profits of supermarkets and rural cooperatives, which can change the bad situation where supermarkets are helpless in the face of inferior agricultural products.

Key words: connecting agriculture with supermarkets, quality improvement, reference quality effect, differential game