关键词: 农产品, 双渠道供应链, 演化博弈

Abstract: Evolutionary game theory was used to construct an evolutionary game model of coordination between online sales channels of agricultural cooperatives and offline sales channels of fresh supermarkets, and influencing factors of the evolution results of dual channel and the impact of punishment mechanism on the evolution results of dual channel were discussed. The result showed that the system was likely to be in a channel coordinated state only when the increased revenue from channel coordination between agricultural cooperatives and fresh supermarkets was greater than their free-riding revenue, and it was concluded that the influencing factors of dual-channel coordination included excess revenue and its distribution ratio, coordination cost and its sharing ratio, free-riding revenue, and individual revenue of channel coordination; reasonable punishment mechanism could promote the system to evolve into an ideal coordinated state.

Key words: agricultural products, dual-channel supply chain, evolutionary game