Benefit Distribution Mechanism and Incentive Policy of Diversified Investment in Characteristic Agricultural Products E-commerce Logistics System:Based on Data of Rural Jiangxi
In this paper,after sorting out the data of rural development and construction in Jiangxi,we isolated product characteristics,"marketing and consumption"culture,e-commerce facilities,logistics sys-tems,law-based platform governance,settlement systems,and information systems as the main dimensions in the characteristic agricultural product circulation system.Based on the improved Shapley cooperative game model,we deduced the equilibrium solution of the distribution of benefits among the diversified in-vestment agents.The effectiveness of the model is verified using the data of the characteristic Nanfeng brand mandarin oranges.Empirical calculations show that through the joint efforts of all nodes in the entire opera-tion system,increased investment in the brand-building of the characteristic agricultural products,guiding investment in the marketing culture by the planting and processing companies,platform e-commerce com-panies,logistics service providers and financial settlement companies and formation of the consumption cul-ture for the consumers,as well as investment in law-based platform governance and upgrading of public in-formation systems could significantly improve the overall benefits of the characteristic agricultural product e-commerce logistics supply chain operation system.The benefits of each important node have increased after the joint effort,especially so for the characteristic agricultural product planting and processing companies,platform e-commerce companies and logistics companies.This is the result of the joint effect of cultural add-ed value,product quality improvement and service level improvement after the cooperation and investment of the nodes across the supply chain,as well as the scale effect as demonstrated in increased logistics volume and the higher trust of the planters,processors and consumers in the logistics system because of law-based platform governance and more honest settlement practice.Although as is expected the financial settlement sector has the smallest increase compared with other nodes for it has lower operating risk than the other agents,its improvement is also significant in its own right.Finally,based on the results of a quantitative analy-sis,policy recommendations for stimulating resource investment in this field are proposed:first,we should in-crease the efforts to empower agriculture with science and technology,and work hard to improve the cultiva-tion of characteristic agricultural products to support the characteristic agricultural product industry chain;second,we should promote cultural aggregation and leadership,and make efforts to enhance consumer sticki-ness and cohesion to drive the innovation chain of characteristic agricultural products;third,we should con-tinue to govern professional platforms,take practical measures to strengthen the credibility and stability be-tween nodes,and foster the growth of the characteristic agricultural products supply chain;and fourth,we should optimize the integration of information resources,and gather talents by excavating the potential of da-tabase mining to consolidate the talent chain of characteristic agricultural products.
characteristic agricultural productse-commerce logistics systemdiversified investmentbene-fit distribution mechanismincentive policy
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