The Pricing Strategy of the Agricultural Product Supply Chain with Farmer Cooperatives as the Core Enterprise

Jiali Wang, Yujia Huo, Xiangyu Guo and Yang Xu
Additional contact information
Jiali Wang: College of Economics and Management Postdoctoral Station, Northeast Agricultural University, Harbin 150030, China
Yujia Huo: College of Economics and Management, Northeast Agricultural University, Harbin 150030, China
Xiangyu Guo: College of Economics and Management, Northeast Agricultural University, Harbin 150030, China
Yang Xu: College of Economics and Management, Northeast Agricultural University, Harbin 150030, China

Agriculture, 2022, vol. 12, issue 5, 1-17

Abstract: The pricing strategy of agricultural products not only affects the product demand and purchasing behavior of consumers, but also the income distribution of node enterprises and the overall profit of the agricultural supply chain. This paper studies the pricing strategy of the agricultural product supply chain with farmer cooperatives as the core enterprise. Considering the heterogeneous demand of consumers, this paper introduces the degree of agricultural product characteristics and establishes a dynamic pricing model for agricultural products under decentralized decision-making and centralized decision-making and designs a revenue sharing coordination contract. The results indicate that the overall profit of the supply chain obtained by pricing agricultural products through a decentralized decision-making model is lower than that created under centralized decision-making. Improving the degree of agricultural product’s characteristics and adopting the revenue sharing contract is conducive to the Pareto improvement of supply members. The relevant recommendations provide a reference for the product pricing strategy of this type of agricultural product supply chain.

Keywords: agricultural product supply chain; pricing strategy; Stackelberg game; revenue sharing contract (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
https://www.mdpi.com/2077-0472/12/5/732/pdf (application/pdf)
https://www.mdpi.com/2077-0472/12/5/732/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jagris:v:12:y:2022:i:5:p:732-:d:821268

Access Statistics for this article

Agriculture is currently edited by Ms. Leda Xuan

More articles in Agriculture from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().