关键词: “互联网+”, 农超对接策略, 生产资金需求

Abstract: In order to better promote the docking of farmers with the market and to broaden the sales channels for agricultural products, China began to promote the “agricultural super-docking” model on a pilot basis in 2008. After more than ten years of development, this model not only effectively reduces the intermediate links in the circulation of agricultural products and reduces the cost of circulation, but also promotes the integrated development of the agricultural product supply chain, and realises a win-win situation for farmers, merchants and consumers. However, with time, the agricultural super-docking model has gradually generated new development problems. Due to China’s agricultural super docking model with “small farmers+large supermarkets” characteristics, supermarkets often defer the agricultural product payment considering that agricultural products are perishable and not easy to store. Although the deferred payment of goods can reduce the operating risks of supermarkets, it will also make farmers unable to obtain all the funds needed for the preparation for the next period of production in a timely manner, which will have an adverse impact on the interests of farmers as well as on the healthy development of the agricultural-supermarket docking model. Therefore, how to effectively solve the problem with farmers’ inability to obtain timely access to production preparation funds in the traditional agriculture-supermarket docking model is an urgent research issue.
   In this regard, based on the background of accelerating the implementation of the “Internet plus” agricultural products out of the village into the city project in China, this paper constructs a secondary supply chain of agricultural products consisting of farmers and supermarkets, and researches the “Internet plus” docking strategy between farmers and supermarkets, taking into account the needs of farmers’ production funds. On the one hand, the traditional offline supermarkets set up a network platform to dock with farmers and farmers stationed in the supermarket network platform to open a shop to sell agricultural products.On the other hand, farmers also maintain the original docking mode with supermarkets to meet the agricultural product sales demand of the supermarkets shops in the offline channels. On this basis, this paper firstly establishes the profit model of both farmers and supermarkets under the traditional docking mode to analyse the optimal decision-making and the optimal profit obtained by both farmers and supermarkets. Then, under the two scenarios of farmers taking preservation treatment and not taking preservation treatment for agricultural products, the profit model of farmers and supermarkets under the “Internet plus” docking mode is established to analyse the optimal decision-making and the optimal profit obtained by farmers and supermarkets, and the choice of “Internet plus” docking strategy by farmers and supermarkets. Further, this paper verifies through numerical examples that the platform royalty agreement based sales volume can simultaneously protect the interests of both farmers and supermarkets when they reach the “Internet plus” docking. In addition, this paper also analyses the impact of parameters such as farmers’ production capital demand parameters, demand transfer coefficients, and differences in price demand sensitivity coefficients between online and offline channels on the choice of “Internet plus” agricultural super docking stratege.
   The study finds that the platform usage fee agreement based on sales volume can help farmers meet their demand for production preparation funds and improve the interests of both farmers and supermarkets. On the basis of meeting the basic needs of farmers, when the demand for funds to prepare for the next production period is less than a certain threshold, both farmers and supermarkets will choose the “Internet plus” docking strategy of supermarkets keeping agricultural products fresh in the offline channel. Otherwise, both farmers and supermarkets will switch to the “Internet plus” docking strategy of farmers keeping agricultural products fresh in the online channel. In addition, with an increase in the influence of channel conflicts and channel competition factors such as the potential demand shifting from offline channels to online and the difference in demand price sensitivity coefficient brought by farmers’ entrance into the supermarket network platform, the above threshold for the transformation of the “Internet plus” agricultural supermarket docking strategy selection will also increase.

Key words: “Internet plus”, agricultural supermarket docking strategy, production capital requirement