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针对贫困地区广告扶贫项目,以资金直接支付给贫困农户为参照扶贫模式,应用博弈理论对“农户+经销商”农产品供应链的扶贫效果进行分析。通过比较广告扶贫和资金扶贫两种模式,研究结果表明:广告扶贫项目有利于提升农产品的价格水平;当扶贫广告投入大于某一水平,广告扶贫项目才能达到扶贫目的;农产品和广告投放媒体的选择是影响广告项目实施效果的关键。为确保广告扶贫对农户利益的提升,本文设计一个“保护性收购价+利润共享”协调契约,并增加了经销商的利润水平。最后,基于研究结论进一步提出广告扶贫项目的具体实施建议。
Aiming at poverty alleviation projects in poverty-stricken areas, poverty alleviation mode is directly referred to poverty-stricken households by using funds, and the game theory is used to analyze the poverty alleviation effect of the supply chain of “farmers + dealers”. By comparing the two models of poverty alleviation and financial poverty alleviation, the results show that: the poverty alleviation project is conducive to raising the price level of agricultural products; when poverty alleviation advertising is greater than a certain level, the poverty alleviation project can achieve the goal of alleviating poverty; the choice of agricultural products and advertising media Is the key to affect the effectiveness of advertising projects. In order to ensure the improvement of the interests of peasant households through advertising poverty alleviation, this paper designs a coordination contract of “protective purchase price + profit sharing” and increases the profit level of distributors. Finally, based on the conclusions of the study, further suggestions on the implementation of advertising poverty alleviation projects are put forward.