关键词: 农户, 农产品电子商务企业, 关系契约, 演化博弈, 合作机制

Abstract: 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.

Key words: farmers, e-commerce enterprises of agricultural products, relationship contract, evolutionary game, cooperation mechanism