关键词: 农产品供应链, 农民合作社, 品牌效应

Abstract: In recent years, farmers' cooperatives have developed rapidly in China, but at present, China's farmers' cooperatives are still in the primary stage of development. Most agricultural products are relatively primary agricultural products, with low added value and insufficient brand-building capacity. Farmers' cooperatives can increase the added value of agricultural products and cultivate brand agricultural products by introducing agricultural products enterprises. However, when should the farmers' cooperatives introduce agricultural products enterprises? After introducing of agricultural products enterprises, the choice of the optimal cooperation mode of farmers' cooperatives is worth studying. Currently, the research on agricultural brands is mainly based on empirical research, but more quantitative research is needed. Only a few scholars have studied the impact of the brand effect on the optimal decision of the supply chain based on the game model. However, the relevant research under the “cooperative+enterprise” model does not consider the influence of brand effect on the decisions of the supply chain entities.
This paper constructs two kinds of agricultural product sales models, namely, cooperatives facing the market and “cooperative+enterprise”, compares and analyzes the optimal pricing and quality decisions in three different cooperation models, namely, wholesale price contract, cost-sharing contract and revenue-sharing contract, under the “cooperative+enterprise” model, and discusses the impact of the brand effect on the optimal introduction strategy and optimal cooperation model of cooperatives. Considering the influence of brand effect on the cooperative's decision to introduce enterprises, it is assumed that the cost of processing and branding construction of enterprises is zero. Finally, through numerical simulation, Europe analyzes the influence of brand effect on the strategic choice of farmers' cooperatives introducing agricultural products enterprises, the optimal cooperation mode after introducing agricultural products enterprises, the optimal quality level of cooperatives and the optimal price decision.
The research finds that the brand effect and the cooperation mode between cooperatives and enterprises will affect the cooperative's enterprise introduction strategy. Cooperatives can cultivate brand agricultural products by introducing agricultural products enterprises, but cooperatives are not always motivated to introduce agricultural products enterprises. In particular, when the information and trust advantages of brand agricultural products are relatively small, it is more beneficial for the cooperative to adopt the direct marketing mode. In contrast, the introduction of agricultural products enterprises is not beneficial to the cooperative. It is further found that the introduction strategy of cooperative enterprises is affected by the cooperation mode between cooperatives and enterprises. After the introduction of enterprises into cooperatives, the cooperation mode of revenue sharing contract is the most beneficial to cooperatives, followed by the cooperation mode of cost-sharing contract. The greater the information or trust advantages of brand agricultural products, the more motivated the cooperatives are to provide high-quality agricultural products. Further analysis of the optimal quality under three different cooperation modes shows that cooperatives are more motivated to provide high-quality agricultural products under the revenue-sharing contract. Finally, the validity of the proposed conclusions is verified by numerical simulation analysis. The research results can provide effective theoretical support for optimizing the optimal decision-making of farmers' cooperatives and promoting the construction of agricultural branding.
This paper considers the situation of information asymmetry. In fact, information asymmetry is common among supply chain members, so we can consider the situation of information asymmetry in the future. At the same time, we can also consider the characteristics of the agricultural product supply chain, such as stochastic output.

Key words: agricultural supply chain, farmer cooperative, brand effect