Zhongjing Fan
ABSTRACT
As consumers to the brand trust, agricultural products brand is important for agriculture market transition. In this paper, the explicit incentive of government policy and the implicit incentive of inter-organizational interest connection are considered, and a tripartite evolutionary game model is constructed among the government, leading enterprises and specialized farmer cooperatives. The influence of different factors on the evolution path and results is discussed by MATLAB simulation. The results show that the government policy can encourage the three parties to actively participate in the construction of agricultural products brand, but the incentive force will make the evolution result deviate from the ideal state. The rewards and premiums between leading enterprises and cooperatives are of great significance to both parties involved in the brand building of agricultural products. Excessive rewards given to cooperatives by leading enterprises will change their strategic choices. Finally, summarized the agricultural product brand related policy suggestions.
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Index Terms
- Three Parties Evolutionary Game and Simulation Analysis of Agricultural Product Brand Construction
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