【摘要】 针对农产品供应链竞争问题，基于市场博弈方法，研究并比较了独占垄断、唯一供货、完全竞争三种供应链结构下和产品同质、异质化情况下供应链竞争的异同点，探讨了竞争强度、异质化程度对供应链成员决策和利润的影响机理，发现：（1）同质化竞争中，农户唯一供货时其利润最大，随着农户数量的增加，其利润降低，电商平台和供应链利润增加，电商独占垄断时其利润最大，随电商平台数量的增加，电商利润上升或下降，农户和供应链利润上升；（2）异质化竞争中，农产品差异化一定程度上降低了农户竞争程度，市场批发价及农户利润此时随农户数量的增加而先增加后减少,但当农户数量无穷多时，批发价还是趋于边际成本，农户利润还是趋于零。最后定义了竞争效应，并提出了一些建议以此帮助乡村振兴。更多还原

【Abstract】 Aiming at the competition of agricultural product supply chain, based on the method of market game, this paper studies and compares the similarities and differences of supply chain competition under the three supply chain structures of monopoly, unique supply and perfect competition, and under the condition of homogeneity and heterogeneity of products. The influence mechanism of competition intensity and heterogeneity on the decision-making and profit of supply chain members is discussed. It is found that:(1) in the homogenization competition, the farmers have the largest profit when they supply goods only. With the increase of the number of farmers, their profits decrease, and the profits of e-commerce platform and supply chain increase. When e-commerce monopolizes, the profit is the largest. With the increase of the number of e-commerce platforms, e-commerce profits rise or decrease, and farmers and supply chain profits rise.(2) in the heterogeneous competition, the differentiation of agricultural products reduces the competition degree of farmers to a certain extent, and the wholesale price and farmers’ profits will increase at first and then decrease with the increase of the number of farmers, but when the number of farmers is infinite, the wholesale price still tends to the marginal cost, and the farmers’ profits still tend to zero. Finally, it defines the competitive effect,and puts forward some suggestions to help the revitalization of the countryside.更多还原