随着人们生活水平的提高,对绿色低碳、新鲜、质量安全的农产品需求越来越多,消费者不仅关心农产品绿色生产和加工,也关注农产品物流.文章以农产品物流企业为依托,以企业绿色物流为研究对象,运用博弈论作为研究工具,对农产品物流企业推进绿色物流动力机制进行研究.首先,文章指出动力机制由内生动力机制和外生动力机制组成,内生动力机制是根本,阐述了动力机制的运作机理.其次运用博弈理论分析动力机制的参与主体(消费者、政府、企业)间的理性策略,得出外部性和信息不对称是导致企业发展物流绿色的动力不足的根本原因.最后,提出为确保农产品物流企业顺利实施农产品绿色物流,需要消费者、企业和政府三方共同推动.%With the improvement of people's living standards, the demand for green low-carbon, fresh, quality and safe agricultural products is more and more. Consumers are not only concerned about the green production and processing of agricultural products, but also the agricultural products logistics. This paper relies on agricultural product logistics enterprises, takes enterprise green logistics as the research object, and uses game theory as a research tool to study the dynamic mechanism of agricultural logistics enterprises to promote green logistics. First of all, the paper points out that the dynamic mechanism is composed of internal dynamic mechanism and external dynamic mechanism, external dynamic mechanism is fundamental, and the operating mechanism of the dynamic mechanism is expounded. Secondly, using game theory to analyze the rational strategy between the participants ( consumers, governments and enterprises), it is concluded that the externality and asymmetric information is the root cause of the lack of motive force for the enterprise to develop the logistics green. Finally, it is necessary for consumers, enterprises and government jointly together to promote the implementation of agricultural product green logistics for agricultural products logistics enterprises.
展开▼
