Abstract: In order to consolidate the achievements of poverty alleviation, China has put forward the national strategy for a rural revitalization, and a rural industrial revitalization is the foundation of the rural revitalization. At present, with the continuous development of e-commerce, in order to fulfill corporate social responsibility, many smart platforms have launched various forms of models to support the rural revitalization. For different modes of smart platforms that support the rural revitalization, the critical issues studied in this paper are how to control the product quality level of rural cooperatives, how much the intelligent platforms should invest in helping agricultural marketing efforts, and how the smart platforms and rural cooperatives should choose between different models.
Taking the smart supply chain composed of smart platform and rural cooperatives as the research object, this article regards quality investment and farm-assisted marketing as important factors for the sustainable development of the rural revitalization strategy. By establishing the Stackelberg game model, this paper compares and studies three smart platform support rural revitalization modes: the technology-assisted rural revitalization, the finance-assisted rural revitalization, and the whole industry chain-assisted rural revitalization.
Both quality investment and farm-assisted marketing are beneficial to rural cooperatives to enhance their profits and promote each other. When the technical level of quality investment of rural cooperatives is small and the annual interest rate of loans is greater than a certain threshold, rural cooperatives should choose the smart platform technology-assisted rural revitalization mode over the smart platform finance-assisted one. Otherwise, rural cooperatives should take the initiative to improve product quality through the smart platform finance-assisted rural revitalization mode to obtain greater profits. As long as the wholesale price set by the smart platform is within a certain threshold, compared with other rural revitalization modes, implementing the whole industry chain-assisted rural revitalization model by the smart platform is beneficial to rural cooperatives and the smart platform.
First, on the one hand, rural cooperatives should actively improve the quality of their products, and the improvement of the quality of their products can make the agricultural products from less developed areas competitive in the market. On the other hand, they should combine with their actual situation to choose the mode of the rural revitalization supported by the smart platform. Second, as an enterprise with social responsibility, the smart platform should help with the actual situation of rural cooperative products in different areas. Finally, on one hand, the government should give some form of subsidies to the rural revitalization initiatives launched by the smart platforms so that the government and enterprises can jointly promote the rural revitalization actively. On the other hand, it should actively promote the more successful rural revitalization modes and encourage more smart platforms to participate in rural revitalization activities.
Further research will focus on two main aspects. One is whether the government should fund rural cooperatives or smart platforms that can create greater social welfare from the government's perspective. The other is that it may be possible to add conditions such as financial constraints and demand uncertainty to the sustainable development mode of the rural revitalization for extended research.

Key words: quality investment, farm-assisted marketing, smart platform, rural revitalization

摘要： 文章以智慧平台和农村合作社组成的农业智慧供应链为研究对象,通过建立Stackelberg博弈模型,比较研究了三种智慧平台促进乡村振兴的模式。研究表明:质量投资和助农营销都有利于农村合作社提升利润,且两者相互促进;如果农村合作社质量投资技术水平较小且贷款年利率大于一定阈值时,农村合作社选择智慧平台科技助力乡村振兴模式优于智慧平台金融助力乡村振兴模式,否则,农村合作社应通过智慧平台金融助力乡村振兴模式来主动改进产品质量以获取更大利润;只要智慧平台制定的批发价格在一定阈值范围内,相较于其它乡村振兴模式,智慧平台实施全产业链助力乡村振兴模式不仅有利于农村合作社也有利于智慧平台,从而实现双赢。

关键词: 质量投资, 助农营销, 智慧平台, 乡村振兴