CAJ | 학술논문

基于湖北垄上行新公社有限公司(LSX)的市场运作实践,建立起欠发达地区区域媒体驱动的农资流通网络运营模式,并利用动态博弈理论分析了该网络运营模式下各参与主体的合作行为特征以及流通网络的绩效. 结果表明, 媒体影响力对稳定网络中参与主体的合作关系以及市场均衡价格有重要作用,然而,现有的农资流通网络运营模式总体上有推动区域农资价格上涨的倾向,且在维持相对于传统流通渠道价格优势的情况下各个参与主体间不存在合理的均衡决策. 建议LSX在农资流通网络优化时要加强对终端代理商的监控,将代理关系转化为能落实"统一"定价策略的紧密合作关系,同时在发展战略上弱化其农资代理商的角色而强化其作为区域性农资交易社会化服务平台的功能.
기우호북롱상행신공사유한공사(LSX)적시장운작실천,건립기흠발체지구구역매체구동적농자류통망락운영모식,병이용동태박혁이론분석료해망락운영모식하각삼여주체적합작행위특정이급류통망락적적효. 결과표명, 매체영향력대은정망락중삼여주체적합작관계이급시장균형개격유중요작용,연이,현유적농자류통망락운영모식총체상유추동구역농자개격상창적경향,차재유지상대우전통류통거도개격우세적정황하각개삼여주체간불존재합리적균형결책. 건의LSX재농자류통망락우화시요가강대종단대리상적감공,장대리관계전화위능락실"통일"정개책략적긴밀합작관계,동시재발전전략상약화기농자대리상적각색이강화기작위구역성농자교역사회화복무평태적공능.
Taking Hubei Long-Shang-Xing new community Co. Ltd as an example, a pattern of regional agricultural materials distribution network for underdeveloped region driven by regional media was established, and the analysis of the partners' op-timal decisions and performance of the network was conducted based on dynamic game theory. The results indicated that the influence of media play important roles in stabilizing the cooperation relationship among partners and market equilibrium price. Whereas, the existing agricultural materials distribution network generally tend to push up prices of regional agricultural mate-rials, and there are no rational equilibrium decisions among partners if maintaining the price advantage compared with the traditional distribution channel. In order to optimize the agricultural materials distribution network, the LSX was suggested to strengthen its surveillance on its terminal distributors, and change their agent relationship to tight cooperation relationship that can implement the unified pricing tactic, meanwhile to intensify its function of providing socialized service platform for re-gional agricultural material transaction instead of just being a distributor from the aspect of development strategy.