考虑绿色度的生鲜农产品供应链的销售模式与定价策略

考虑绿色度的生鲜农产品供应链的销售模式与定价策略 Sales Mode Selection and Pricing Strategies for Green Degree Concerned Fresh Agricultural Products Supply Chain 1 2 first-author 闻 卉，女，讲师，博士生，现从事供应链管理的研究。E-mail：wen_hui@126.com 闻 卉，女，讲师，博士生，现从事供应链管理的研究。E-mail：wen_hui@126.com wen_hui@126.com 3 1 华中农业大学 经济管理学院，湖北 武汉 430070 华中农业大学 经济管理学院，湖北 武汉 430070 School of Economics and Management， Huazhong Agricultural University， Wuhan 430070， Hubei， China School of Economics and Management， Huazhong Agricultural University， Wuhan 430070， Hubei， China 湖北工业大学 理学院，湖北 武汉430068 湖北工业大学 理学院，湖北 武汉430068 School of Science， Hubei University of Technology， Wuhan 430068， Hubei， China School of Science， Hubei University of Technology， Wuhan 430068， Hubei， China 武汉大学 经济与管理学院，湖北 武汉 430072 武汉大学 经济与管理学院，湖北 武汉 430072 School of Economics and Management， Wuhan University， Wuhan 430072， Hubei， China School of Economics and Management， Wuhan University， Wuhan 430072， Hubei， China 绿色农产品供应商和普通农产品供应商生产的生鲜农产品存在绿色度差异，消费者的时变效用受农产品的绿色度、零售价格和新鲜度的影响。研究了零售商主导下的销售模式选择问题和定价策略，比较了只销售普通农产品、只销售绿色农产品以及同时销售普通农产品和绿色农产品三种销售模式下的最优定价和利润水平，讨论了主要参数的变化对最优决策和利润的影响，最后采用数值分析对模型主要结论进行了验证。研究结果表明：1） 当绿色度的成本系数偏高时，零售商的最优销售模式为只销售普通农产品；当绿色度的成本系数偏低或适中时，① 若满足同时销售两产品的约束条件，则零售商的最优销售模式为同时销售两产品；② 若绿色度的成本系数低于某一临界值，则最优销售模式为只销售绿色农产品；反之，最优销售模式为只销售普通农产品；2） 两产品的最优零售价格与绿色度的成本系数和新鲜度敏感系数正相关，与价格敏感系数负相关；零售商的利润与价格敏感系数和绿色度的成本系数负相关，与新鲜度敏感系数正相关。 There are some differences in the green degree of fresh agricultural products between a supplier of green agricultural products and a supplier of ordinary agricultural products respectively, and consumers’ time-varying utility is affected by green degree, retail price and freshness of agricultural products. We studied the choices of the sales mode and the pricing strategy of a dominant retailer, and comparatively analyzed the optimal pricing and profit level under the sales modes of ordinary agricultural products, green agricultural products, and two products at the same time, then discussed the influence of main parameters on optimal decisions and profits. Finally, we verified the conclusions by the numerical analysis. The results show that: 1) when the cost coefficient of green degree is high, the retailer s optimal sales mode is to sell ordinary agricultural products; and when the cost coefficient of green degree is low or moderate, ① if the constraint conditions of selling both products at the same time are satisfied, the retailer’s optimal sales model is to sell two products at the same time; ② otherwise, when the cost coefficient of the green degree is below a threshold, the retailer’s optimal sales mode is to sell green agricultural products, otherwise, the retailer’s optimal sales mode is to sell ordinary agricultural products；2) the optimal pricing and profit level are positively correlated with freshness sensitivity coefficient, and negatively correlated with the price sensitivity coefficient， but the optimal pricing is positively correlated with the cost of the green degree coefficient, and the profit level is negatively correlated with it. 消费者时变效用 生鲜农产品 绿色度 博弈论 定价策略 consumers’ time-varying utility fresh agricultural products green degree game theory pricing strategy 闻卉,许明辉,陶建平.考虑绿色度的生鲜农产品供应链的销售模式与定价策略[J].武汉大学学报（理学版）,2020,66(5):495-504. DOI:10.14188/j.1671-8836.2019.0179. 0　 引 言 1 绿色农产品是具有安全认证标志或证书的无公害农产品、绿色食品和有机农产品等广义上“类绿色”农产品的统称，用以区分没有通过认证的普通农产品 ［ 1 1 ， 2 2 ］ 。绿色度是区分绿色农产品与普通农产品的一个综合的量化指标，它包括农产品的营养价值、口感以及有害物质的含量。农产品农药残留量越低、营养价值越高、口感越好，则绿色度越高 ［ 2 2 ］ 。因此存在一个临界值，当绿色度高于该临界值，即为绿色农产品，否则为普通农产品。由于本文的研究对象为绿色生鲜农产品和普通生鲜农产品，为了简化表述，后文将生鲜农产品简称为农产品。 相比普通农产品而言，绿色农产品因绿色度较高导致零售价格较高，而较高的零售价格限制了绿色农产品的流通渠道。目前绿色农产品的销售主要集中于绿色农产品供应商对接的大型超市和社区直营店，而前者所占比例几乎为70% ［ 3 3 ］ 。在这种销售环境下，大型超市一般处于强势地位。鉴于绿色农产品过高的零售价格抑制了消费者对绿色农产品的消费 ［ 4 4 ， 5 5 ］ ，对市场上并存的同品种普通农产品和绿色农产品，追求利润最大化的零售商（即大型超市）究竟选择哪种销售模式对自己更有利，是同时销售普通农产品和绿色农产品，还是只销售普通农产品亦或是只销售绿色农产品？怎样制定合理的销售价格才能获取最大利润？这些都是零售商在销售季节来临之前值得考虑的问题。 当前，国内外学者关于绿色农产品的研究主要集中于从宏观层面上定性分析或实证分析消费者对绿色农产品的认知研究 ［ 6 6 ， 7 7 ］ ，对绿色农产品购买动机及购买行为的影响因素的研究 ［ 4 4 ， 5 5 ］ ，对绿色农产品支付意愿的研究 ［ 8 8 ， 9 9 ］ ，以及对绿色农产品有效供给的研究 ［ 10 10 ］ 。而对普通农产品的研究主要采用数理模型，针对农产品易变质、流通损耗大、产出和需求不确定的特点对农产品的定价 ［ 11 11 ］ 、供应链的协调问题 ［ 12 12 ， 13 13 ］ 、契约的稳定性 ［ 14 14 ］ 和流通渠道选择问题 ［ 15 15 ］ 进行研究。上述文献依据问题的不同研究背景设定零售商是否处于主导地位，但在建模时没有考虑消费者效用对生鲜供应链的影响。 农产品的质量和价格是影响消费者购买决策的两个重要因素 ［ 16 16 ］ 。质量可用新鲜度和绿色度两个指标衡量，即消费者的效用受绿色度、新鲜度和价格的共同影响。但目前考虑消费者效用受农产品质量差异影响的生鲜供应链的文献比较少见，即使有文献对此研究，质量差异也只用新鲜度或绿色度一个指标衡量。文献［ 17 17 ， 18 18 ］考虑了农产品新鲜度的差异对消费者效用的影响，侧重于研究保鲜努力水平对普通农产品定价的影响。文献［ 1 1 ］和文献［ 3 3 ］考虑了农产品绿色度的差异对消费者效用的影响，其中文献［ 1 1 ］侧重于研究超市同时销售普通农产品和绿色农产品的条件下，超市进货模式的选择问题及协调策略，而文献［ 3 3 ］侧重于研究占主导地位的农产品生产商的生产模式选择问题。 鉴于此，对于市场上并存的普通农产品和绿色农产品，本文构建受农产品的绿色度、零售价格和新鲜度影响的消费者时变效用函数，研究零售商主导下的最优销售模式选择和定价策略，主要解决以下两个问题：1） 只销售普通农产品、只销售绿色农产品以及同时销售普通农产品和绿色农产品模式下，追求利润最大化的零售商的最优销售模式；2） 在最优销售模式下，绿色度的成本系数、价格敏感系数和新鲜度敏感系数对零售商的最优定价策略和利润水平的影响。 1　 问题描述与假设 1 1.1　问题描述 2 研究由一个零售商和两个农产品供应商组成的两级生鲜农产品供应链。零售商作为Stackelberg博弈的领导者，向作为跟随者的普通农产品供应商和绿色农产品供应商订购满足市场需求（由消费者效用决定）的同品种生鲜农产品。模型的决策顺序为：① 零售商选择销售模式：只销售普通农产品、只销售绿色农产品、同时销售普通农产品和绿色农产品；② 零售商确定农产品的零售价格，并向供应商订购满足市场需求的农产品。为了方便数学上的处理，零售价格的确定可以转化为确定农产品的边际利润；③ 供应商（若为两个供应商，则他们同时行动）依据订货量确定农产品的批发价格。 1.2　模型假设与符号 2 本文假设如下： 1） 鉴于不同消费者对生活必需品的购买数量相差不大，不妨假设每人最多只购买其中的一种农产品（普通农产品或绿色农产品）且购买数量都为一单位 ［ 17 17 ］ 。 2） 为了简化模型，考虑到同一卖场两产品的销售环境一致，不妨假设零售商对两农产品的保鲜努力水平一致，此处不再考虑保鲜努力对新鲜度的影响。 3） 所有决策者都是完全理性的和风险中性的，且共享上述所有信息。此外，不妨假设生鲜农产品流通过程中产生的运输成本以及库存成本可分别折算到批发价格和零售价格中，此处不单独计算。 为了便于描述和查找，对模型涉及的参数说明如 表1 表1 所示。 2 变量 含义 3 决策变量 <math id="M1"><msub><mrow><mi>w</mi></mrow><mrow><mn>1</mn></mrow></msub></math> , <math id="M2"><msub><mrow><mi>w</mi></mrow><mrow><mn>0</mn></mrow></msub></math> 绿色农产品的单位批发价格，普通农产品的单位批发价格 <math id="M3"><msub><mrow><mi>p</mi></mrow><mrow><mn>1</mn></mrow></msub></math> , <math id="M4"><msub><mrow><mi>p</mi></mrow><mrow><mn>0</mn></mrow></msub></math> 绿色农产品的单位零售价格，普通农产品的单位零售价格， <math id="M5"><msub><mrow><mi>p</mi></mrow><mrow><mn>1</mn></mrow></msub><mo>></mo><msub><mrow><mi>p</mi></mrow><mrow><mn>0</mn></mrow></msub></math> <math id="M6"><msub><mrow><mi>m</mi></mrow><mrow><mn>1</mn></mrow></msub></math> , <math id="M7"><msub><mrow><mi>m</mi></mrow><mrow><mn>0</mn></mrow></msub></math> 绿色农产品的边际利润，普通农产品的边际利润， <math id="M8"><msub><mrow><mi>m</mi></mrow><mrow><mi>i</mi></mrow></msub><mo>=</mo><msub><mrow><mi>p</mi></mrow><mrow><mi>i</mi></mrow></msub><mo>-</mo><msub><mrow><mi>w</mi></mrow><mrow><mi>i</mi></mrow></msub><mo stretchy="false">(</mo><mi>i</mi><mo>=</mo><mn>1,0</mn><mo stretchy="false">)</mo></math> 11 模型参数 <math id="M9"><mi>T</mi></math> 生鲜农产品的销售周期 <math id="M10"><mi>δ</mi></math> 一个销售周期内，任意时刻内购买生鲜农产品的市场潜在需求规模 [ 17 17 ] <math id="M11"><msub><mrow><mi>θ</mi></mrow><mrow><mn>0</mn></mrow></msub></math> , <math id="M12"><msub><mrow><mi>η</mi></mrow><mrow><mn>0</mn></mrow></msub></math> 农产品的初始新鲜度，农产品的新鲜度衰减极值， <math id="M13"><mn>0</mn><mo><</mo><msub><mrow><mi>η</mi></mrow><mrow><mn>0</mn></mrow></msub><mo><</mo><msub><mrow><mi>θ</mi></mrow><mrow><mn>0</mn></mrow></msub><mo>≤</mo><mn>1</mn></math> <math id="M14"><mi>θ</mi><mo stretchy="false">(</mo><mi>t</mi><mo stretchy="false">)</mo></math> 一个销售周期内两农产品任意时刻的新鲜度， <math id="M15"><mi>θ</mi><mo stretchy="false">(</mo><mi>t</mi><mo stretchy="false">)</mo><mo>=</mo><msub><mrow><mi>θ</mi></mrow><mrow><mn>0</mn></mrow></msub><mo>-</mo><msub><mrow><mi>η</mi></mrow><mrow><mn>0</mn></mrow></msub><mroot><mrow><mrow><mrow><mi>t</mi></mrow><mo>/</mo><mrow><mi>T</mi></mrow></mrow></mrow><mrow/></mroot></math> [ 17 17 ] <math id="M16"><msub><mrow><mi>g</mi></mrow><mrow><mn>1</mn></mrow></msub></math> , <math id="M17"><msub><mrow><mi>g</mi></mrow><mrow><mn>0</mn></mrow></msub></math> 依次表示绿色农产品的绿色度，普通农产品的绿色度。借鉴文献[ 19 19 ]的做法，不妨设 <math id="M18"><msub><mrow><mi>g</mi></mrow><mrow><mn>1</mn></mrow></msub><mo>=</mo><mn>1</mn></math> ， <math id="M19"><msub><mrow><mi>g</mi></mrow><mrow><mn>0</mn></mrow></msub><mo>=</mo><mi>α</mi><mo stretchy="false">(</mo><mn>0</mn><mo><</mo><mi>α</mi><mo><</mo><mn>1</mn><mo stretchy="false">)</mo></math> ， <math id="M20"><mi>α</mi></math> 越大，两产品的竞争强度越大 <math id="M21"><mi>k</mi></math> 绿色度的成本系数 <math id="M22"><msub><mrow><mi>c</mi></mrow><mrow><mn>1</mn></mrow></msub></math> , <math id="M23"><msub><mrow><mi>c</mi></mrow><mrow><mn>0</mn></mrow></msub></math> 依次表示绿色农产品和普通农产品的单位生产成本， <math id="M24"><msub><mrow><mi>c</mi></mrow><mrow><mi>i</mi></mrow></msub><mo>=</mo><mi>k</mi><msubsup><mrow><mi>g</mi></mrow><mrow><mi>i</mi></mrow><mrow><mn>2</mn></mrow></msubsup><mo stretchy="false">(</mo><mi>i</mi><mo>=</mo><mn>1,0</mn></math> ) [ 2 2 ] <math id="M25"><mi>ρ</mi></math> 消费者对农产品绿色度的偏好系数，服从 <math id="M26"><mo stretchy="false">[</mo><mn>0,1</mn><mo stretchy="false">]</mo></math> 上的均匀分布 <math id="M27"><mi>λ</mi></math> 消费者对价格的敏感系数， <math id="M28"><mn>0</mn><mo><</mo><mi>λ</mi><mo>≤</mo><mn>1</mn></math> <math id="M29"><mi>β</mi></math> 消费者对新鲜度的敏感系数， <math id="M30"><mn>0</mn><mo><</mo><mi>β</mi><mo>≤</mo><mn>1</mn></math> <math id="M31"><msub><mrow><mi>U</mi></mrow><mrow><mn>1</mn></mrow></msub></math> , <math id="M32"><msub><mrow><mi>U</mi></mrow><mrow><mn>0</mn></mrow></msub></math> 依次表示消费者购买绿色农产品和普通农产品的时变效用，借鉴文献[ 17 17 , 19 19 ]的做法， <math id="M33"><msub><mrow><mi>U</mi></mrow><mrow><mi>i</mi></mrow></msub><mo>=</mo><mi>ρ</mi><msub><mrow><mi>g</mi></mrow><mrow><mi>i</mi></mrow></msub><mo>-</mo><mi>λ</mi><msub><mrow><mi>p</mi></mrow><mrow><mi>i</mi></mrow></msub><mo>+</mo><mi>β</mi><mi>θ</mi><mo stretchy="false">(</mo><mi>t</mi><mo stretchy="false">)</mo><mo>,</mo><mi>i</mi><mo>=</mo><mn>1,0</mn></math> 5 其他符号 <math id="M34"><msub><mrow><mi>Q</mi></mrow><mrow><mn>1</mn></mrow></msub></math> , <math id="M35"><msub><mrow><mi>Q</mi></mrow><mrow><mn>0</mn></mrow></msub></math> 依次表示一个销售周期内绿色农产品和普通农产品的总需求量 <math id="M36"><msub><mrow><mi>π</mi></mrow><mrow><msub><mrow><mi>s</mi></mrow><mrow><mn>1</mn></mrow></msub></mrow></msub></math> , <math id="M37"><msub><mrow><mi>π</mi></mrow><mrow><msub><mrow><mi>s</mi></mrow><mrow><mn>0</mn></mrow></msub></mrow></msub></math> ， <math id="M38"><msub><mrow><mi>π</mi></mrow><mrow><mi>r</mi></mrow></msub></math> 依次表示绿色农产品供应商、普通农产品供应商和零售商的利润 <math id="M39"><mi mathvariant="normal">N</mi></math> 模式 <math id="M40"><mi mathvariant="normal">G</mi></math> 模式 <math id="M41"><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></math> 模式 零售商只销售普通农产品的模型 零售商只销售绿色农产品的模型 零售商同时销售普通农产品和绿色农产品模型 <math id="M42"><msub><mrow><mi>Y</mi></mrow><mrow><mi>J</mi></mrow></msub></math> 在模型 <math id="M43"><mi>J</mi></math> 下绿色度的成本系数的约束条件， <math id="M44"><mi>J</mi></math> 表示 <math id="M45"><mi mathvariant="normal">N</mi></math> ， <math id="M46"><mi mathvariant="normal">G</mi></math> ， <math id="M47"><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></math> 上标 <math id="M48"><mi>J</mi><mi mathvariant="normal">*</mi></math> 在模型 <math id="M49"><mi>J</mi></math> 下的最优决策结果， <math id="M50"><mi mathvariant="normal">*</mi></math> 表示最优决策 2　 不同销售模式下的最优决策 1 显然，当消费者效用大于零时，消费者才会购买农产品。假设当绿色农产品和普通农产品的效用相同且大于零时，消费者购买绿色农产品，故当 <math id="M51"><msub><mrow><mi>U</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow></msub><mo>≥</mo><msub><mrow><mi>U</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558225&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558220&type= 13.46199894 4.14866638 且 <math id="M52"><msub><mrow><mi>U</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow></msub><mo>></mo><mn mathvariant="normal">0</mn></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558235&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558230&type= 11.17599964 3.72533321 时消费者购买绿色农产品；当 <math id="M53"><msub><mrow><mi>U</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo>></mo><msub><mrow><mi>U</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow></msub></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558246&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558241&type= 13.46199894 3.72533321 且 <math id="M54"><msub><mrow><mi>U</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo>></mo><mn mathvariant="normal">0</mn></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558257&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558251&type= 11.17599964 3.72533321 时，消费者购买普通农产品。易得一个销售周期 <math id="M55"><mi>T</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558267&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558262&type= 2.53999996 2.79399991 内任意时刻的需求量 <math id="M56"><msub><mrow><mi>q</mi></mrow><mrow><mi>i</mi></mrow></msub><mo stretchy="false">(</mo><mi>t</mi><mo stretchy="false">)</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558277&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558274&type= 7.70466709 4.65666676 如 表2 表2 所示。 注： <math id="M79"><mi>A</mi><mo>=</mo><mrow><mrow><mo stretchy="false">[</mo><mi>λ</mi><msub><mrow><mi>p</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo>-</mo><mo stretchy="false">(</mo><mn mathvariant="normal">1</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><mi>β</mi><mi>θ</mi><mo stretchy="false">(</mo><mi>t</mi><mo stretchy="false">)</mo><mo stretchy="false">]</mo></mrow><mo>/</mo><mrow><mo stretchy="false">(</mo><mi>λ</mi><mi>α</mi><mo stretchy="false">)</mo></mrow></mrow><mo>,</mo><mi>B</mi><mo>=</mo><mrow><mrow><mo stretchy="false">(</mo><mi>λ</mi><msub><mrow><mi>p</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo>+</mo><mn mathvariant="normal">1</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo></mrow><mo>/</mo><mrow><mi>λ</mi></mrow></mrow></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558335&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558330&type= 73.82933807 3.89466667 变量 <math id="M68"><msub><mrow><mi>p</mi></mrow><mrow><mn>1</mn></mrow></msub></math> <math id="M69"><msub><mrow><mi>q</mi></mrow><mrow><mn>1</mn></mrow></msub><mo stretchy="false">(</mo><mi>t</mi><mo stretchy="false">)</mo></math> <math id="M70"><msub><mrow><mi>q</mi></mrow><mrow><mn>0</mn></mrow></msub><mo stretchy="false">(</mo><mi>t</mi><mo stretchy="false">)</mo></math> <math id="M71"><msub><mrow><mi>p</mi></mrow><mrow><mn>1</mn></mrow></msub><mo>≤</mo><mi>A</mi></math> <math id="M72"><mi>δ</mi><mo stretchy="false">(</mo><mn>1</mn><mo>-</mo><mi>λ</mi><msub><mrow><mi>p</mi></mrow><mrow><mn>1</mn></mrow></msub><mo>+</mo><mi>β</mi><mi>θ</mi><mo stretchy="false">(</mo><mi>t</mi><mo stretchy="false">)</mo><mo stretchy="false">)</mo></math> <math id="M73"><mn>0</mn></math> <math id="M74"><mi>A</mi><mo><</mo><msub><mrow><mi>p</mi></mrow><mrow><mn>1</mn></mrow></msub><mo><</mo><mi>B</mi></math> <math id="M75"><mi>δ</mi><mo stretchy="false">(</mo><mn>1</mn><mo>-</mo><mfrac><mrow><mi>λ</mi><mo stretchy="false">(</mo><msub><mrow><mi>p</mi></mrow><mrow><mn>1</mn></mrow></msub><mo>-</mo><msub><mrow><mi>p</mi></mrow><mrow><mn>0</mn></mrow></msub><mo stretchy="false">)</mo></mrow><mrow><mn>1</mn><mo>-</mo><mi>α</mi></mrow></mfrac><mo stretchy="false">)</mo></math> <math id="M76"><mi>δ</mi><mo stretchy="false">(</mo><mfrac><mrow><mi>λ</mi><mo stretchy="false">(</mo><msub><mrow><mi>p</mi></mrow><mrow><mn>1</mn></mrow></msub><mo>-</mo><msub><mrow><mi>p</mi></mrow><mrow><mn>0</mn></mrow></msub><mo stretchy="false">)</mo></mrow><mrow><mn>1</mn><mo>-</mo><mi>α</mi></mrow></mfrac><mo>-</mo><mfrac><mrow><mi>λ</mi><msub><mrow><mi>p</mi></mrow><mrow><mn>0</mn></mrow></msub><mo>-</mo><mi>β</mi><mi>θ</mi><mo stretchy="false">(</mo><mi>t</mi><mo stretchy="false">)</mo></mrow><mrow><mi>α</mi></mrow></mfrac><mo stretchy="false">)</mo></math> <math id="M77"><msub><mrow><mi>p</mi></mrow><mrow><mn>1</mn></mrow></msub><mo>≥</mo><mi>B</mi></math> 0 <math id="M78"><mi>δ</mi><mo stretchy="false">(</mo><mn>1</mn><mo>-</mo><mfrac><mrow><mi>λ</mi><msub><mrow><mi>p</mi></mrow><mrow><mn>0</mn></mrow></msub><mo>-</mo><mi>β</mi><mi>θ</mi><mo stretchy="false">(</mo><mi>t</mi><mo stretchy="false">)</mo></mrow><mrow><mi>α</mi></mrow></mfrac><mo stretchy="false">)</mo></math> 由 表2 表2 可以看出，相比普通农产品的零售价格而言，若绿色农产品的零售价格处于高价位（ <math id="M57"><msub><mrow><mi>p</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow></msub><mo>≥</mo><mi>B</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558345&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558340&type= 10.49866676 4.74133348 ）时，绿色农产品消费者退出市场；若绿色农产品的零售价格处于中等价位（ <math id="M58"><mi>A</mi><mo><</mo><msub><mrow><mi>p</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow></msub><mo><</mo><mi>B</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558354&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558349&type= 18.03400040 4.57200003 ）时，绿色农产品和普通农产品消费者同时占据市场；当绿色农产品的零售价格处于低价位（ <math id="M59"><msub><mrow><mi>p</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow></msub><mo>≤</mo><mi>A</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558363&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558359&type= 11.00666714 4.82599974 ）时，普通农产品消费者退出市场。因此，零售商有三种销售模式可供选择：只销售绿色农产品（ <math id="M60"><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558371&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558367&type= 2.79399991 2.79399991 模式）；只销售普通农产品（ <math id="M61"><mi mathvariant="normal">N</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558379&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558376&type= 2.87866688 2.87866688 模式）；同时销售绿色农产品和普通农产品（ <math id="M62"><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558387&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558384&type= 5.67266655 2.87866688 模式）。 由 表2 表2 可得绿色农产品和普通农产品在销售周期 <math id="M80"><mi>T</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558393&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558390&type= 2.53999996 2.79399991 内的总需求量如 表3 表3 所示。 总需求量 G模式 NG模式 N模式 <math id="M89"><msub><mrow><mi>Q</mi></mrow><mrow><mn>1</mn></mrow></msub></math> <math id="M90"><mrow><mrow><mi>δ</mi><mi>T</mi><mo stretchy="false">[</mo><mn>3</mn><mo stretchy="false">(</mo><mn>1</mn><mo>-</mo><mi>λ</mi><msub><mrow><mi>p</mi></mrow><mrow><mn>1</mn></mrow></msub><mo stretchy="false">)</mo><mo>+</mo><mi>D</mi><mo stretchy="false">]</mo></mrow><mo>/</mo><mrow><mn>3</mn></mrow></mrow></math> <math id="M91"><mi>δ</mi><mi>T</mi><mo stretchy="false">[</mo><mn>1</mn><mo>-</mo><mrow><mrow><mi>λ</mi><mo stretchy="false">(</mo><msub><mrow><mi>p</mi></mrow><mrow><mn>1</mn></mrow></msub><mo>-</mo><msub><mrow><mi>p</mi></mrow><mrow><mn>0</mn></mrow></msub><mo stretchy="false">)</mo></mrow><mo>/</mo><mrow><mo stretchy="false">(</mo><mn>1</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo></mrow></mrow><mo stretchy="false">]</mo></math> 0 <math id="M92"><msub><mrow><mi>Q</mi></mrow><mrow><mn>0</mn></mrow></msub></math> 0 <math id="M93"><mrow><mrow><mi>δ</mi><mi>T</mi><mo stretchy="false">[</mo><mn>3</mn><mi>λ</mi><mo stretchy="false">(</mo><mi>α</mi><msub><mrow><mi>p</mi></mrow><mrow><mn>1</mn></mrow></msub><mo>-</mo><msub><mrow><mi>p</mi></mrow><mrow><mn>0</mn></mrow></msub><mo stretchy="false">)</mo><mo>+</mo><mi>D</mi><mo stretchy="false">(</mo><mn>1</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><mo stretchy="false">]</mo></mrow><mo>/</mo><mrow><mo stretchy="false">[</mo><mn>3</mn><mi>α</mi><mo stretchy="false">(</mo><mn>1</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><mo stretchy="false">]</mo></mrow></mrow></math> <math id="M94"><mrow><mrow><mi>δ</mi><mi>T</mi><mo stretchy="false">[</mo><mn>3</mn><mo stretchy="false">(</mo><mi>α</mi><mo>-</mo><mi>λ</mi><msub><mrow><mi>p</mi></mrow><mrow><mn>0</mn></mrow></msub><mo stretchy="false">)</mo><mo>+</mo><mi>D</mi><mo stretchy="false">]</mo></mrow><mo>/</mo><mrow><mo stretchy="false">(</mo><mn>3</mn><mi>α</mi></mrow></mrow><mo stretchy="false">)</mo></math> 2.1　只销售普通农产品或只销售绿色农产品模式 2 只销售普通农产品（用上标N标识）下，对于给定的 <math id="M95"><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558475&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558470&type= 4.74133348 3.97933340 ，普通农产品供应商最大化其利润函数 <math display="block" id="M96"><munder><mrow><mi mathvariant="normal">m</mi><mi mathvariant="normal">a</mi><mi mathvariant="normal">x</mi></mrow><mrow><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi></mrow></msubsup></mrow></munder><msubsup><mrow><mi>π</mi></mrow><mrow><msub><mrow><mi>S</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub></mrow><mrow><mi mathvariant="normal">N</mi></mrow></msubsup><mo stretchy="false">(</mo><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi></mrow></msubsup><mo stretchy="false">)</mo><mo>=</mo><mo stretchy="false">(</mo><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi></mrow></msubsup><mo>-</mo><mi>k</mi><msup><mrow><mi>α</mi></mrow><mrow><mn mathvariant="normal">2</mn></mrow></msup><mo stretchy="false">)</mo><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi></mrow></msubsup><mo>=</mo><mo stretchy="false">(</mo><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi></mrow></msubsup><mo>-</mo><mi>k</mi><msup><mrow><mi>α</mi></mrow><mrow><mn mathvariant="normal">2</mn></mrow></msup><mo stretchy="false">)</mo><mrow><mrow><mi>δ</mi><mi>T</mi><mo stretchy="false">{</mo><mn mathvariant="normal">3</mn><mo stretchy="false">[</mo><mi>α</mi><mo>-</mo><mi>λ</mi><mo stretchy="false">(</mo><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi></mrow></msubsup><mo>+</mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi></mrow></msubsup><mo stretchy="false">)</mo><mo stretchy="false">]</mo><mo>+</mo><mi>D</mi><mo stretchy="false">}</mo></mrow><mo>/</mo><mrow><mo stretchy="false">(</mo><mn mathvariant="normal">3</mn><mi>α</mi></mrow></mrow><mo stretchy="false">)</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558488&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558481&type= 128.18533325 5.75733376 零售商最大化其利润函数 <math display="block" id="M97"><munder><mrow><mi mathvariant="normal">m</mi><mi mathvariant="normal">a</mi><mi mathvariant="normal">x</mi></mrow><mrow><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi></mrow></msubsup></mrow></munder><msubsup><mrow><mi>π</mi></mrow><mrow><mi>r</mi></mrow><mrow><mi mathvariant="normal">N</mi></mrow></msubsup><mo stretchy="false">(</mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi></mrow></msubsup><mo stretchy="false">)</mo><mo>=</mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi></mrow></msubsup><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi></mrow></msubsup><mo>=</mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi></mrow></msubsup><mrow><mrow><mi>δ</mi><mi>T</mi><mo stretchy="false">{</mo><mn mathvariant="normal">3</mn><mo stretchy="false">[</mo><mi>α</mi><mo>-</mo><mi>λ</mi><mo stretchy="false">(</mo><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi></mrow></msubsup><mo>+</mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi></mrow></msubsup><mo stretchy="false">)</mo><mo stretchy="false">]</mo><mo>+</mo><mi>D</mi><mo stretchy="false">}</mo></mrow><mo>/</mo><mrow><mo stretchy="false">(</mo><mn mathvariant="normal">3</mn><mi>α</mi></mrow></mrow><mo stretchy="false">)</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558509&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558494&type= 102.87000275 5.75733376 定理1 只销售普通农产品模式（ <math id="M98"><mi mathvariant="normal">N</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558520&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558515&type= 2.87866688 2.87866688 模式）下， 1)　普通农产品的最优零售价格 <math id="M99"><msubsup><mrow><mi>p</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558529&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558525&type= 4.48733330 4.82599974 、批发价格 <math id="M100"><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558540&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558533&type= 5.75733376 3.97933340 、总需求量 <math id="M101"><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558549&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558545&type= 5.67266655 4.40266657 分别为 3 <math display="block" id="M102"><msubsup><mrow><mi>p</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mfrac><mrow><mi>D</mi><mo>+</mo><mi>α</mi><mo stretchy="false">(</mo><mn mathvariant="normal">3</mn><mo>+</mo><mi>k</mi><mi>λ</mi><mi>α</mi><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">4</mn><mi>λ</mi></mrow></mfrac></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558561&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558554&type= 35.55999756 7.70466709 <math display="block" id="M103"><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mfrac><mrow><mi>D</mi><mo>+</mo><mn mathvariant="normal">3</mn><mi>α</mi><mo stretchy="false">(</mo><mn mathvariant="normal">1</mn><mo>+</mo><mn mathvariant="normal">3</mn><mi>k</mi><mi>λ</mi><mi>α</mi><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">12</mn><mi>λ</mi></mrow></mfrac></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558573&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558566&type= 40.38600159 7.70466709 <math display="block" id="M104"><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mfrac><mrow><mi>δ</mi><mi>T</mi><mo stretchy="false">(</mo><mi>D</mi><mo>-</mo><msub><mrow><mi>E</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">12</mn><mi>α</mi></mrow></mfrac></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558584&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558578&type= 29.46399879 7.70466709 2)　零售商的最优利润 <math id="M105"><msubsup><mrow><mi>π</mi></mrow><mrow><mi>r</mi></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558595&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558588&type= 4.82599974 3.97933340 和普通农产品供应商的最优利润 <math id="M106"><msubsup><mrow><mi>π</mi></mrow><mrow><msub><mrow><mi>s</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558606&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558601&type= 4.82599974 4.31799984 为 3 <math display="block" id="M107"><msubsup><mrow><mi>π</mi></mrow><mrow><mi>r</mi></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mn mathvariant="normal">2</mn><msubsup><mrow><mi>π</mi></mrow><mrow><msub><mrow><mi>s</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mfrac><mrow><mn mathvariant="normal">2</mn><mi>α</mi><mo stretchy="false">(</mo><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">*</mi></mrow></msubsup><msup><mrow><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">2</mn></mrow></msup></mrow><mrow><mi>δ</mi><mi>T</mi><mi>λ</mi></mrow></mfrac><mo>=</mo><mfrac><mrow><mi>δ</mi><mi>T</mi><mo stretchy="false">(</mo><mi>D</mi><mo>-</mo><msub><mrow><mi>E</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><msup><mrow><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">2</mn></mrow></msup></mrow><mrow><mn mathvariant="normal">72</mn><mi>λ</mi><mi>α</mi></mrow></mfrac></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558617&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558612&type= 64.00800323 7.78933334 其中， <math id="M108"><mi>D</mi><mo>=</mo><mi>β</mi><mo stretchy="false">(</mo><mn mathvariant="normal">3</mn><msub><mrow><mi>θ</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo>-</mo><mn mathvariant="normal">2</mn><msub><mrow><mi>η</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo stretchy="false">)</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558628&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558623&type= 27.26266861 4.82599974 ， <math id="M109"><msub><mrow><mi>E</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo>=</mo><mn mathvariant="normal">3</mn><mi>α</mi><mo stretchy="false">（</mo><mo>-</mo><mn mathvariant="normal">1</mn><mo>+</mo><mi>k</mi><mi>λ</mi><mi>α</mi><mo stretchy="false">）</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558639&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558634&type= 30.81866837 4.40266657 。 显然，定理1要满足约束条件 <math id="M110"><mi>k</mi><mo>∈</mo><msub><mrow><mi>Y</mi></mrow><mrow><mi mathvariant="normal">N</mi></mrow></msub><mo>=</mo><mo stretchy="false">{</mo><mfenced open="" close="|" separators="|"><mrow><mi>k</mi></mrow></mfenced><mi>D</mi><mo>></mo><msub><mrow><mi>E</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mi mathvariant="normal">且</mi><mi>D</mi><mo>></mo><msub><mrow><mi>H</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo>=</mo><mn mathvariant="normal">4</mn><mi>β</mi><msub><mrow><mi>θ</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo>-</mo><mi>α</mi><mo stretchy="false">（</mo><mn mathvariant="normal">3</mn><mo>+</mo><mi>k</mi><mi>λ</mi><mi>α</mi><mo stretchy="false">）</mo><mo stretchy="false">}</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558652&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558646&type= 82.88866425 4.23333359 ，保证有普通农产品的生产和销售行为。 在定理1中令 <math id="M111"><mi>α</mi><mo>=</mo><mn mathvariant="normal">1</mn></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558661&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558656&type= 8.55133343 2.79399991 ，注意到 <math id="M112"><mi>D</mi><mo>></mo><mn mathvariant="normal">4</mn><mi>β</mi><msub><mrow><mi>θ</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo>-</mo><mo stretchy="false">(</mo><mn mathvariant="normal">3</mn><mo>+</mo><mi>k</mi><mi>λ</mi><mo stretchy="false">)</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558671&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558666&type= 31.41133308 4.82599974 成立，可得只销售绿色农产品模式（用上标 <math id="M113"><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558682&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558677&type= 2.79399991 2.79399991 标识）下的最优策略。 定理2 只销售绿色农产品模式（ <math id="M114"><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558691&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558687&type= 2.79399991 2.79399991 模式）下， 1)　绿色农产品的最优零售价格 <math id="M115"><msubsup><mrow><mi>p</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558705&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558698&type= 4.40266657 4.82599974 、批发价格 <math id="M116"><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558716&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558710&type= 5.75733376 3.97933340 、总需求量 <math id="M117"><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558727&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558722&type= 5.67266655 4.40266657 分别为 3 <math display="block" id="M118"><msubsup><mrow><mi>p</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mfrac><mrow><mi>D</mi><mo>+</mo><mn mathvariant="normal">3</mn><mo>+</mo><mi>k</mi><mi>λ</mi></mrow><mrow><mn mathvariant="normal">4</mn><mi>λ</mi></mrow></mfrac></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558738&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558732&type= 28.27866745 7.62000036 <math display="block" id="M119"><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mfrac><mrow><mi>D</mi><mo>+</mo><mn mathvariant="normal">3</mn><mo stretchy="false">(</mo><mn mathvariant="normal">1</mn><mo>+</mo><mn mathvariant="normal">3</mn><mi>k</mi><mi>λ</mi><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">12</mn><mi>λ</mi></mrow></mfrac></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558749&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558744&type= 36.32199860 7.70466709 <math display="block" id="M120"><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mfrac><mrow><mi>δ</mi><mi>T</mi><mo stretchy="false">(</mo><mi>D</mi><mo>-</mo><msub><mrow><mi>E</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow></msub><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">12</mn></mrow></mfrac></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558760&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558753&type= 31.58066750 7.62000036 2)　零售商的最优利润 <math id="M121"><msubsup><mrow><mi>π</mi></mrow><mrow><mi>r</mi></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558767&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558763&type= 4.82599974 3.97933340 和绿色农产品供应商的最优利润 <math id="M122"><msubsup><mrow><mi>π</mi></mrow><mrow><msub><mrow><mi>s</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow></msub></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558779&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558773&type= 4.82599974 4.31799984 为 3 <math display="block" id="M123"><msubsup><mrow><mi>π</mi></mrow><mrow><mi>r</mi></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mn mathvariant="normal">2</mn><msubsup><mrow><mi>π</mi></mrow><mrow><msub><mrow><mi>s</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow></msub></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mfrac><mrow><mn mathvariant="normal">2</mn><mo stretchy="false">(</mo><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><msup><mrow><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">2</mn></mrow></msup></mrow><mrow><mi>δ</mi><mi>T</mi><mi>λ</mi></mrow></mfrac><mo>=</mo><mfrac><mrow><mi>δ</mi><mi>T</mi><mo stretchy="false">(</mo><mi>D</mi><mo>-</mo><msub><mrow><mi>E</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow></msub><msup><mrow><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">2</mn></mrow></msup></mrow><mrow><mn mathvariant="normal">72</mn><mi>λ</mi></mrow></mfrac></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558790&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558783&type= 61.97600174 7.78933334 其中， <math id="M124"><mi>D</mi><mo>=</mo><mi>β</mi><mo stretchy="false">(</mo><mn mathvariant="normal">3</mn><msub><mrow><mi>θ</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo>-</mo><mn mathvariant="normal">2</mn><msub><mrow><mi>η</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo stretchy="false">)</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558800&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558794&type= 27.26266861 4.82599974 ， <math id="M125"><msub><mrow><mi>E</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow></msub><mo>=</mo><mn mathvariant="normal">3</mn><mo stretchy="false">(</mo><mo>-</mo><mn mathvariant="normal">1</mn><mo>+</mo><mi>k</mi><mi>λ</mi><mo stretchy="false">)</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558809&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558804&type= 27.34733391 4.48733330 。 显然，定理2要满足约束条件 <math id="M126"><mi>k</mi><mo>∈</mo><msub><mrow><mi>Y</mi></mrow><mrow><mi mathvariant="normal">G</mi></mrow></msub><mo>=</mo><mo stretchy="false">{</mo><mfenced open="" close="|" separators="|"><mrow><mi>k</mi></mrow></mfenced><mi>D</mi><mo>></mo><msub><mrow><mi>E</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow></msub><mo stretchy="false">}</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558822&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558815&type= 33.44333649 4.06400013 ，保证有绿色农产品的生产和销售行为。 2.2　同时销售绿色农产品和普通农产品模式 2 同时销售两种农产品模式（用上标 <math id="M127"><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558831&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558826&type= 5.67266655 2.87866688 标识）下，对于给定的 <math id="M128"><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558846&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558840&type= 6.18066692 3.97933340 和 <math id="M129"><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558856&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558851&type= 6.18066692 3.97933340 ，两个供应商同时决策，最大化其利润函数 <math display="block" id="M130"><munder><mrow><mi mathvariant="normal">m</mi><mi mathvariant="normal">a</mi><mi mathvariant="normal">x</mi></mrow><mrow><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup></mrow></munder><msubsup><mrow><mi>π</mi></mrow><mrow><msub><mrow><mi>s</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow></msub></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo stretchy="false">(</mo><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo stretchy="false">)</mo><mo>=</mo><mo stretchy="false">(</mo><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo>-</mo><mi>k</mi><mo stretchy="false">)</mo><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo>=</mo><mo stretchy="false">(</mo><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo>-</mo><mi>k</mi><mo stretchy="false">)</mo><mi>δ</mi><mi>T</mi><mfenced open="[" close="]" separators="|"><mrow><mn mathvariant="normal">1</mn><mo>-</mo><mfrac><mrow><mi>λ</mi><mo stretchy="false">(</mo><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo>+</mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo>-</mo><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo>-</mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo stretchy="false">)</mo></mrow><mrow><mo stretchy="false">(</mo><mn mathvariant="normal">1</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo></mrow></mfrac></mrow></mfenced></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558866&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558861&type= 130.72532654 9.31333351 <math display="block" id="M131"><mtable columnalign="left"><mtr><mtd><munder><mrow><mi mathvariant="normal">m</mi><mi mathvariant="normal">a</mi><mi mathvariant="normal">x</mi></mrow><mrow><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup></mrow></munder><msubsup><mrow><mi mathvariant="normal">π</mi></mrow><mrow><msub><mrow><mi>s</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo stretchy="false">(</mo><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo stretchy="false">)</mo><mo>=</mo><mo stretchy="false">(</mo><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo>-</mo><mi>k</mi><msup><mrow><mi>α</mi></mrow><mrow><mn mathvariant="normal">2</mn></mrow></msup><mo stretchy="false">)</mo><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo>=</mo><mo stretchy="false">{</mo><mo stretchy="false">(</mo><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo>-</mo></mtd></mtr><mtr><mtd><mi>k</mi><msup><mrow><mi>α</mi></mrow><mrow><mn mathvariant="normal">2</mn></mrow></msup><mo stretchy="false">)</mo><mi>δ</mi><mi>T</mi><mo stretchy="false">{</mo><mn mathvariant="normal">3</mn><mi>λ</mi><mo stretchy="false">[</mo><mi>α</mi><mo stretchy="false">(</mo><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo>+</mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo stretchy="false">)</mo><mo>-</mo><mo stretchy="false">(</mo><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo>+</mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo stretchy="false">)</mo><mo stretchy="false">]</mo><mo>+</mo></mtd></mtr><mtr><mtd><mi>D</mi><mo stretchy="false">(</mo><mn mathvariant="normal">1</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><mo stretchy="false">}</mo><mo stretchy="false">}</mo><mo>⋅</mo><mo stretchy="false">(</mo><mn mathvariant="normal">3</mn><mi>α</mi><msup><mrow><mo stretchy="false">(</mo><mn mathvariant="normal">1</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><mo stretchy="false">)</mo></mrow><mrow><mo>-</mo><mn mathvariant="normal">1</mn></mrow></msup></mtd></mtr></mtable></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558876&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558871&type= 79.84066772 16.51000023 零售商最大化其利润函数 <math display="block" id="M132"><munder><mrow><mi mathvariant="normal">m</mi><mi mathvariant="normal">a</mi><mi mathvariant="normal">x</mi></mrow><mrow><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo>,</mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup></mrow></munder><msubsup><mrow><mi>π</mi></mrow><mrow><mi>r</mi></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo stretchy="false">(</mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo>,</mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo stretchy="false">)</mo><mo>=</mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo>+</mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558886&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558882&type= 66.63265991 5.75733376 <math display="block" id="M133"><mi mathvariant="normal">s</mi><mo>.</mo><mi mathvariant="normal">t</mi><mo>.</mo><mtext>  </mtext><mfrac><mrow><mi>λ</mi><mo stretchy="false">(</mo><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo>+</mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo stretchy="false">)</mo><mo>-</mo><mo stretchy="false">(</mo><mn mathvariant="normal">1</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><mi>β</mi><mi>θ</mi><mo stretchy="false">(</mo><mi>t</mi><mo stretchy="false">)</mo></mrow><mrow><mi>λ</mi><mi>α</mi></mrow></mfrac><mo>-</mo><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo><</mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo><</mo><mfrac><mrow><mi>λ</mi><mo stretchy="false">(</mo><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo>+</mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup><mo stretchy="false">)</mo><mo>+</mo><mo stretchy="false">(</mo><mn mathvariant="normal">1</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo></mrow><mrow><mi>λ</mi></mrow></mfrac><mo>-</mo><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558898&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558893&type= 134.36599731 7.78933334 定理3 同时销售普通农产品和绿色农产品模式（ <math id="M134"><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558908&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558904&type= 5.67266655 2.87866688 模式）下， 1)　两产品的最优零售价格 <math id="M135"><msubsup><mrow><mi>p</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mi mathvariant="normal">、</mi><msubsup><mrow><mi>p</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558920&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558915&type= 15.49400043 4.82599974 和批发价格 <math id="M136"><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mi mathvariant="normal">、</mi><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558929&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558925&type= 18.03400040 4.23333359 及总需求量 <math id="M137"><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mi mathvariant="normal">、</mi><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558938&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558934&type= 17.94933319 4.40266657 分别为 3 <math display="block" id="M138"><msubsup><mrow><mi>p</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mfrac><mrow><mn mathvariant="normal">9</mn><mo stretchy="false">(</mo><mn mathvariant="normal">2</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><mo>+</mo><mo stretchy="false">(</mo><mn mathvariant="normal">5</mn><mo>-</mo><mn mathvariant="normal">2</mn><mi>α</mi><mo stretchy="false">)</mo><mi>D</mi><mo>+</mo><mn mathvariant="normal">3</mn><mi>λ</mi><mi>k</mi><mo stretchy="false">(</mo><msup><mrow><mi>α</mi></mrow><mrow><mn mathvariant="normal">2</mn></mrow></msup><mo>+</mo><mn mathvariant="normal">2</mn><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">6</mn><mo stretchy="false">(</mo><mn mathvariant="normal">4</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><mi>λ</mi></mrow></mfrac></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558948&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558944&type= 70.18866730 8.55133343 <math display="block" id="M139"><msubsup><mrow><mi>p</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mfrac><mrow><mo stretchy="false">(</mo><mn mathvariant="normal">5</mn><mo>-</mo><mn mathvariant="normal">2</mn><mi>α</mi><mo stretchy="false">)</mo><mi>α</mi><mo>+</mo><mo stretchy="false">(</mo><mn mathvariant="normal">2</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><mi>D</mi><mo>+</mo><mi>λ</mi><mi>k</mi><mi>α</mi><mo stretchy="false">(</mo><mn mathvariant="normal">1</mn><mo>+</mo><mn mathvariant="normal">2</mn><mi>α</mi><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">2</mn><mo stretchy="false">(</mo><mn mathvariant="normal">4</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><mi>λ</mi></mrow></mfrac></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558961&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558956&type= 71.11999512 8.38199997 <math display="block" id="M140"><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mfrac><mrow><mo stretchy="false">(</mo><mn mathvariant="normal">1</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><mo stretchy="false">(</mo><mn mathvariant="normal">6</mn><mo>+</mo><mi>D</mi><mo stretchy="false">)</mo><mo>+</mo><mn mathvariant="normal">3</mn><mi>k</mi><mi>λ</mi><mo stretchy="false">(</mo><msup><mrow><mi>α</mi></mrow><mrow><mn mathvariant="normal">2</mn></mrow></msup><mo>-</mo><mi>α</mi><mo>+</mo><mn mathvariant="normal">6</mn><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">6</mn><mo stretchy="false">(</mo><mn mathvariant="normal">4</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><mi>λ</mi></mrow></mfrac></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558973&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558967&type= 66.97133636 8.55133343 <math display="block" id="M141"><msubsup><mrow><mi>w</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mfrac><mrow><mo stretchy="false">(</mo><mn mathvariant="normal">1</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><mo stretchy="false">(</mo><mn mathvariant="normal">3</mn><mi>α</mi><mo>+</mo><mn mathvariant="normal">2</mn><mi>D</mi><mo stretchy="false">)</mo><mo>-</mo><mn mathvariant="normal">3</mn><mi>k</mi><mi>λ</mi><mi>α</mi><mo stretchy="false">(</mo><msup><mrow><mi>α</mi></mrow><mrow><mn mathvariant="normal">2</mn></mrow></msup><mo>-</mo><mn mathvariant="normal">6</mn><mi>α</mi><mo>-</mo><mn mathvariant="normal">1</mn><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">6</mn><mo stretchy="false">(</mo><mn mathvariant="normal">4</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><mi>λ</mi></mrow></mfrac></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558984&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558978&type= 74.67600250 8.55133343 <math display="block" id="M142"><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mfrac><mrow><mi>δ</mi><mi>T</mi><mo stretchy="false">(</mo><mi>D</mi><mo>-</mo><mi>E</mi><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">6</mn><mo stretchy="false">(</mo><mn mathvariant="normal">4</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo></mrow></mfrac></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558996&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4558989&type= 32.34266663 8.38199997 <math display="block" id="M143"><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mfrac><mrow><mi>δ</mi><mi>T</mi><mo stretchy="false">(</mo><mn mathvariant="normal">2</mn><mi>D</mi><mo>-</mo><mi>F</mi><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">6</mn><mi>α</mi><mo stretchy="false">(</mo><mn mathvariant="normal">4</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo></mrow></mfrac></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559006&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559002&type= 33.86666870 8.38199997 2)　零售商的最优利润 <math id="M144"><msubsup><mrow><mi>π</mi></mrow><mrow><mi>r</mi></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559015&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559012&type= 6.34999990 3.97933340 、两个供应商的最优利润 <math id="M145"><msubsup><mrow><mi>π</mi></mrow><mrow><msub><mrow><mi>s</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow></msub></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559027&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559020&type= 6.34999990 4.31799984 、 <math id="M146"><msubsup><mrow><mi>π</mi></mrow><mrow><msub><mrow><mi>s</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559037&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559031&type= 6.34999990 4.31799984 分别为 3 <math display="block" id="M147"><msubsup><mrow><mi>π</mi></mrow><mrow><mi>r</mi></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><msubsup><mrow><mi>π</mi></mrow><mrow><mi>r</mi><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>+</mo><msubsup><mrow><mi>π</mi></mrow><mrow><mi>r</mi><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559054&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559042&type= 28.78666687 4.06400013 <math display="block" id="M148"><msubsup><mrow><mi>π</mi></mrow><mrow><mi>r</mi><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mfrac><mrow><mi>δ</mi><mi>T</mi><mo stretchy="false">(</mo><mn mathvariant="normal">2</mn><mi>D</mi><mo>-</mo><mi>F</mi><mo stretchy="false">)</mo><mo stretchy="false">(</mo><mi>D</mi><mo>-</mo><msub><mrow><mi>E</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">36</mn><mi>λ</mi><mi>α</mi><mo stretchy="false">(</mo><mn mathvariant="normal">4</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo></mrow></mfrac></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559066&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559060&type= 47.83666611 8.38199997 <math display="block" id="M149"><msubsup><mrow><mi>π</mi></mrow><mrow><msub><mrow><mi>r</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow></msub></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mfrac><mrow><mi>δ</mi><mi>T</mi><mo stretchy="false">(</mo><mi>D</mi><mo>-</mo><mi>E</mi><mo stretchy="false">)</mo><mo stretchy="false">(</mo><mi>D</mi><mo>-</mo><msub><mrow><mi>E</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow></msub><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">36</mn><mi>λ</mi><mo stretchy="false">(</mo><mn mathvariant="normal">4</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo></mrow></mfrac></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559076&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559071&type= 46.31266785 8.38199997 <math display="block" id="M150"><msubsup><mrow><mi>π</mi></mrow><mrow><msub><mrow><mi>s</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow></msub></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mfrac><mrow><mi>δ</mi><mi>T</mi><mo stretchy="false">(</mo><mn mathvariant="normal">1</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><msup><mrow><mo stretchy="false">(</mo><mi>D</mi><mo>-</mo><mi>E</mi><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">2</mn></mrow></msup></mrow><mrow><mn mathvariant="normal">36</mn><mi>λ</mi><msup><mrow><mo stretchy="false">(</mo><mn mathvariant="normal">4</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">2</mn></mrow></msup></mrow></mfrac></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559086&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559081&type= 44.53466797 8.63599968 <math display="block" id="M151"><msubsup><mrow><mi>π</mi></mrow><mrow><msub><mrow><mi>s</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mfrac><mrow><mi>δ</mi><mi>T</mi><mo stretchy="false">(</mo><mn mathvariant="normal">1</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><msup><mrow><mo stretchy="false">(</mo><mn mathvariant="normal">2</mn><mi>D</mi><mo>-</mo><mi>F</mi><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">2</mn></mrow></msup></mrow><mrow><mn mathvariant="normal">36</mn><mi>λ</mi><mi>α</mi><msup><mrow><mo stretchy="false">(</mo><mn mathvariant="normal">4</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo></mrow><mrow><mn mathvariant="normal">2</mn></mrow></msup></mrow></mfrac><mtext> </mtext></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559098&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559092&type= 47.49800110 8.63599968 其中， <math id="M152"><msubsup><mrow><mi>π</mi></mrow><mrow><msub><mrow><mi>r</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow></msub></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559109&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559105&type= 6.34999990 4.31799984 和 <math id="M153"><msubsup><mrow><mi>π</mi></mrow><mrow><msub><mrow><mi>r</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559122&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559115&type= 6.34999990 4.31799984 分别为零售商销售绿色农产品和普通农产品的利润， <math id="M154"><mi>D</mi><mo>=</mo><mi>β</mi><mo stretchy="false">(</mo><mn mathvariant="normal">3</mn><msub><mrow><mi>θ</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo>-</mo><mn mathvariant="normal">2</mn><msub><mrow><mi>η</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo stretchy="false">)</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559133&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559127&type= 28.44799995 4.82599974 ， <math id="M155"><mi>E</mi><mo>=</mo><mn mathvariant="normal">3</mn><mo stretchy="false">[</mo><mo>-</mo><mn mathvariant="normal">2</mn><mo>+</mo><mi>k</mi><mo stretchy="false">(</mo><mn mathvariant="normal">2</mn><mo>+</mo><mi>α</mi><mo stretchy="false">)</mo><mi>λ</mi><mo stretchy="false">]</mo><mo>,</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559146&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559141&type= 44.53466797 3.55599999 <math id="M156"><mi>F</mi><mo>=</mo><mo>-</mo><mn mathvariant="normal">3</mn><mi>α</mi><mo stretchy="false">[</mo><mn mathvariant="normal">1</mn><mo>+</mo><mi>k</mi><mo stretchy="false">(</mo><mn mathvariant="normal">1</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><mi>λ</mi><mo stretchy="false">]</mo><mo>,</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559155&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559151&type= 47.92133331 3.55599999 <math id="M157"><msub><mrow><mi>E</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo>=</mo><mn mathvariant="normal">3</mn><mi>α</mi><mo stretchy="false">(</mo><mo>-</mo><mn mathvariant="normal">1</mn><mo>+</mo><mi>k</mi><mi>λ</mi><mi>α</mi><mo stretchy="false">)</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559171&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559163&type= 34.20533371 4.48733330 ， <math id="M158"><msub><mrow><mi>E</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow></msub><mo>=</mo><mn mathvariant="normal">3</mn><mo stretchy="false">(</mo><mo>-</mo><mn mathvariant="normal">1</mn><mo>+</mo><mi>k</mi><mi>λ</mi><mo stretchy="false">)</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559181&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559176&type= 30.14133263 4.48733330 。 为了保证存在两产品同时生产和销售行为，定理3要满足约束条件： <math id="M159"><mi>k</mi><mo>∈</mo><msub><mrow><mi>Y</mi></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msub><mo>=</mo><mo stretchy="false">{</mo><mfenced open="" close="|" separators="|"><mrow><mi>k</mi></mrow></mfenced><mo stretchy="false">(</mo><mn mathvariant="normal">2</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><mi>D</mi><mo>></mo><mi>H</mi><mo>=</mo><mn mathvariant="normal">2</mn><mo stretchy="false">(</mo><mn mathvariant="normal">4</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><mi>β</mi><msub><mrow><mi>θ</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo>-</mo><mo stretchy="false">(</mo><mn mathvariant="normal">5</mn><mo>-</mo><mn mathvariant="normal">2</mn><mi>α</mi><mo stretchy="false">)</mo><mi>α</mi><mo>-</mo><mi>λ</mi><mi>k</mi><mi>α</mi><mo stretchy="false">(</mo><mn mathvariant="normal">1</mn><mo>+</mo><mn mathvariant="normal">2</mn><mi>α</mi><mo stretchy="false">)</mo><mo>,</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559191&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559187&type= 116.16266632 4.23333359 <math id="M160"><mo stretchy="false">(</mo><mn mathvariant="normal">6</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><mi>D</mi><mo>></mo><mn mathvariant="normal">3</mn><mo stretchy="false">(</mo><mn mathvariant="normal">4</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><mi>β</mi><msub><mrow><mi>θ</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo>+</mo><mi>F</mi><mo>,</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559205&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559199&type= 48.42933273 4.82599974 <math id="M161"><mi>E</mi><mo><</mo><mi>D</mi><mo><</mo><msub><mrow><mi>E</mi></mrow><mrow><mn mathvariant="normal">3</mn></mrow></msub><mo>=</mo><mn mathvariant="normal">3</mn><mo stretchy="false">[</mo><mn mathvariant="normal">2</mn><mo stretchy="false">(</mo><mn mathvariant="normal">3</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559214&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559210&type= 39.53933334 4.48733330 <math id="M162"><mo>+</mo><mi>k</mi><mo stretchy="false">(</mo><mn mathvariant="normal">2</mn><mo>+</mo><mi>α</mi><mo stretchy="false">)</mo><mi>λ</mi><mo stretchy="false">]</mo><mo stretchy="false">}</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559223&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559219&type= 23.53733444 3.55599999 。 3　 不同销售模式下均衡结果的分析 1 3.1　不同销售模式下均衡结果的比较 2 下面在三种销售模式的约束条件都成立的情形下对最优决策结果进行比较。 命题1 1） 同一绿色度的农产品在 <math id="M163"><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559238&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559229&type= 5.67266655 2.87866688 模式的定价最低，即 <math id="M164"><msubsup><mrow><mi>p</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>></mo><msubsup><mrow><mi>p</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>;</mo><msubsup><mrow><mi>p</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>></mo><msubsup><mrow><mi>p</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>;</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559249&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559242&type= 35.47533417 4.82599974 2） ① 不同销售模式下，绿色农产品（普通农产品）的单位销售利润保持不变，即 <math id="M165"><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mrow><mrow><mo stretchy="false">(</mo><mi>D</mi><mo>-</mo><msub><mrow><mi>E</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow></msub><mo stretchy="false">)</mo></mrow><mo>/</mo><mrow><mo stretchy="false">(</mo><mn mathvariant="normal">6</mn><mi>λ</mi><mo stretchy="false">)</mo></mrow></mrow></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559255&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559252&type= 46.56666946 4.40266657 ； <math id="M166"><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>=</mo><mrow><mrow><mo stretchy="false">(</mo><mi>D</mi><mo>-</mo><msub><mrow><mi>E</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo stretchy="false">)</mo></mrow><mo>/</mo><mrow><mo stretchy="false">(</mo><mn mathvariant="normal">6</mn><mi>λ</mi><mo stretchy="false">)</mo></mrow></mrow></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559264&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559259&type= 46.56666946 4.40266657 ； ②当 <math id="M167"><mi>k</mi><mi>λ</mi><mo><</mo><mrow><mrow><mn mathvariant="normal">1</mn></mrow><mo>/</mo><mrow><mo stretchy="false">(</mo><mn mathvariant="normal">1</mn><mo>+</mo><mi>α</mi><mo stretchy="false">)</mo></mrow></mrow></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559273&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559269&type= 23.79133415 3.97933340 时， <math id="M168"><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>></mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559281&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559276&type= 16.34066582 3.97933340 ；否则， <math id="M169"><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>≤</mo><msubsup><mrow><mi>m</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559292&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559287&type= 16.51000023 4.48733330 。 命题1表明： <math id="M170"><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559303&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559298&type= 5.67266655 2.87866688 模式对消费者而言最为有利，这是由于两产品在同一零售卖场存在竞争关系导致消费者可以以更低的价格买到同一绿色度的农产品。零售商的定价策略是：无论零售商选择哪种销售模式，零售商采取保持同一绿色度农产品的单位销售利润不变的策略，并且当绿色度的成本系数 <math id="M171"><mi>k</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559314&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559308&type= 1.69333339 2.79399991 和价格敏感系数 <math id="M172"><mi>λ</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559325&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559319&type= 1.77800000 2.79399991 相乘的结果 <math id="M173"><mi>k</mi><mi>λ</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559336&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559330&type= 3.38666677 2.79399991 较低时，零售商售卖绿色农产品的单位销售利润更高；否则，零售商售卖普通农产品的单位销售利润更高。 命题2 1） 若 <math id="M174"><mi>k</mi><mi>λ</mi><mo>></mo><mrow><mrow><mn mathvariant="normal">1</mn></mrow><mo>/</mo><mrow><mn mathvariant="normal">3</mn></mrow></mrow><mo>-</mo><mrow><mrow><mo stretchy="false">(</mo><mn mathvariant="normal">2</mn><mo>-</mo><mi>α</mi><mo stretchy="false">)</mo><mi>D</mi></mrow><mo>/</mo><mrow><mo stretchy="false">(</mo><mn mathvariant="normal">9</mn><mi>α</mi><mo stretchy="false">)</mo></mrow></mrow></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559347&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559342&type= 43.94200134 3.97933340 ，则 <math id="M175"><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>></mo><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559357&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559352&type= 17.86466599 4.40266657 ；否则， <math id="M176"><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>≤</mo><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559367&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559361&type= 17.94933319 4.65666676 ； 2） <math id="M177"><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559377&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559372&type= 5.67266655 2.87866688 模式下两产品的总销售额最高，即 <math id="M178"><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>+</mo><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>></mo><mi mathvariant="normal">m</mi><mi mathvariant="normal">a</mi><mi mathvariant="normal">x</mi><mo stretchy="false">{</mo><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">1</mn></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>,</mo><msubsup><mrow><mi>Q</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo stretchy="false">}</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559387&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559382&type= 47.92133331 4.74133348 。 命题2表明，① 若 <math id="M179"><mi>k</mi><mi>λ</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559395&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559392&type= 3.38666677 2.79399991 较高尤其是不低于 <math id="M180"><mrow><mrow><mn mathvariant="normal">1</mn></mrow><mo>/</mo><mrow><mn mathvariant="normal">3</mn></mrow></mrow></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559404&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559400&type= 5.84200001 3.30199981 时，相比普通农产品的零售价格而言，绿色农产品由于零售价格偏高在竞争环境中处于劣势，从而导致绿色农产品在 <math id="M181"><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559418&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559410&type= 5.67266655 2.87866688 模式下的销售额偏低；② 若 <math id="M182"><mi>k</mi><mi>λ</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559431&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559423&type= 3.38666677 2.79399991 较低，由于两产品的零售价格差距不大，零售卖场的对比选择反而促使更多的消费者购买绿色度较高的绿色农产品，从而导致绿色农产品在 <math id="M183"><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559440&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559434&type= 5.67266655 2.87866688 模式下的销售额偏高，并且当竞争强度 <math id="M184"><mi>α</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559452&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559446&type= 1.94733334 2.79399991 越大或新鲜度的敏感系数越小时，此情形出现的概率越大。 命题2的研究结论表明：绿色度的成本系数和价格敏感系数对提高绿色农产品的销售额的作用效果相同，若要提高绿色农产品的销售额，政府可以对绿色农产品供应商提供技术扶持，降低绿色农产品的生产成本，加强绿色农产品的宣传力度，降低消费者的价格敏感系数；与此同时，还要制定相关政策提高普通农产品的市场准入门槛。 命题3 1） 当 <math display="block" id="M185"><mrow><mrow><mi>k</mi><mi>λ</mi><mo>≥</mo><mo stretchy="false">(</mo><mn mathvariant="normal">1</mn><mo>-</mo><mroot><mrow><mi>α</mi></mrow><mrow/></mroot><mo stretchy="false">)</mo><mo stretchy="false">(</mo><mn mathvariant="normal">3</mn><mroot><mrow><mi>α</mi></mrow><mrow/></mroot><mo>-</mo><mi>D</mi><mo stretchy="false">)</mo></mrow><mo>/</mo><mrow><mo stretchy="false">[</mo><mn mathvariant="normal">3</mn><mroot><mrow><mi>α</mi></mrow><mrow/></mroot><mo stretchy="false">(</mo><mn mathvariant="normal">1</mn><mo>-</mo><mi>α</mi><mroot><mrow><mi>α</mi></mrow><mrow/></mroot><mo stretchy="false">)</mo></mrow></mrow><mo stretchy="false">]</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559462&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559458&type= 75.35333252 4.82599974 时， <math id="M186"><msubsup><mrow><mi>π</mi></mrow><mrow><mi>r</mi></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>≥</mo><msubsup><mrow><mi>π</mi></mrow><mrow><mi>r</mi></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559473&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559469&type= 14.73199940 4.40266657 ；否则， <math id="M187"><msubsup><mrow><mi>π</mi></mrow><mrow><mi>r</mi></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo><</mo><msubsup><mrow><mi>π</mi></mrow><mrow><mi>r</mi></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559484&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559480&type= 14.73199940 3.97933340 ； 2） <math id="M188"><msubsup><mrow><mi>π</mi></mrow><mrow><mi>r</mi></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>></mo><msubsup><mrow><mi>π</mi></mrow><mrow><mi>r</mi></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559495&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559488&type= 16.17133331 3.97933340 ， <math id="M189"><msubsup><mrow><mi>π</mi></mrow><mrow><mi>r</mi></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup><mo>></mo><msubsup><mrow><mi>π</mi></mrow><mrow><mi>r</mi></mrow><mrow><mi mathvariant="normal">G</mi><mi mathvariant="normal">*</mi></mrow></msubsup></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559505&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559501&type= 16.17133331 3.97933340 。 由命题3可知，零售商的最优销售模式的选择取决于 <math id="M190"><mi>k</mi><mi>λ</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559515&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559510&type= 3.38666677 2.79399991 、 <math id="M191"><mi>α</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559526&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559522&type= 1.94733334 2.79399991 和 <math id="M192"><mi>D</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559536&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559531&type= 2.79399991 2.79399991 的共同作用。结合三种销售模式中绿色度的成本系数 <math id="M193"><mi>k</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559545&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559541&type= 1.69333339 2.79399991 的约束条件，并注意到 <math id="M194"><msub><mrow><mi>Y</mi></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msub><mo>⊂</mo><msub><mrow><mi>Y</mi></mrow><mrow><mi mathvariant="normal">G</mi></mrow></msub><mo>⊂</mo><msub><mrow><mi>Y</mi></mrow><mrow><mi mathvariant="normal">N</mi></mrow></msub></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559553&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559549&type= 24.97666740 3.72533321 ，可知： 1） 当绿色度的成本系数 <math id="M195"><mi>k</mi><mo>∈</mo><msub><mrow><mi>Y</mi></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msub></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559562&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559557&type= 11.51466751 4.06400013 时，零售商的最优销售模式为 <math id="M196"><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559575&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559570&type= 5.67266655 2.87866688 模式。 原因在于：零售商采取不同销售模式下同一绿色度的农产品的单位销售利润不变的定价策略，通过引入供应商的竞争关系，扩大两产品总的市场份额而谋取更多利润，这一策略可以由命题2的证明过程及命题1看出。具体表现在：相比 <math id="M197"><mi mathvariant="normal">N</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559582&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559579&type= 2.87866688 2.87866688 模式而言，当 <math id="M198"><mi>k</mi><mi>λ</mi><mo>≥</mo><mrow><mrow><mn mathvariant="normal">1</mn></mrow><mo>/</mo><mrow><mo stretchy="false">(</mo><mn mathvariant="normal">1</mn><mo>+</mo><mi>α</mi><mo stretchy="false">)</mo></mrow></mrow></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559589&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559585&type= 23.87599945 4.06400013 时，由于普通农产品在 <math id="M199"><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559595&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559592&type= 5.67266655 2.87866688 模式下的销量高于 <math id="M200"><mi mathvariant="normal">N</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559604&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559599&type= 2.87866688 2.87866688 模式下的销量，零售商仅仅通过销售普通农产品就可以获取更多利润；当 <math id="M201"><mi>k</mi><mi>λ</mi><mo><</mo><mrow><mrow><mn mathvariant="normal">1</mn></mrow><mo>/</mo><mrow><mo stretchy="false">(</mo><mn mathvariant="normal">1</mn><mo>+</mo><mi>α</mi><mo stretchy="false">)</mo></mrow></mrow></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559613&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559608&type= 23.79133415 3.97933340 时，由于 <math id="M202"><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559621&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559616&type= 5.67266655 2.87866688 模式下两种农产品的总销量高于 <math id="M203"><mi mathvariant="normal">N</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559627&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559625&type= 2.87866688 2.87866688 模式普通农产品的销量，并且绿色农产品的单位销售利润高于普通农产品的单位销售利润，零售商通过销售绿色农产品来弥补普通农产品销量可能下降而造成的损失，最终获取更多利润。相比 <math id="M204"><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559635&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559632&type= 2.79399991 2.79399991 模式而言，当 <math id="M205"><mi>k</mi><mi>λ</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559643&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559639&type= 3.38666677 2.79399991 偏低时，由于绿色农产品在 <math id="M206"><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559649&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559647&type= 5.67266655 2.87866688 模式下的销量高于 <math id="M207"><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559655&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559652&type= 2.79399991 2.79399991 模式下的销量，零售商仅仅通过销售绿色农产品就可以获取更多利润；当 <math id="M208"><mi>k</mi><mi>λ</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559662&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559659&type= 3.38666677 2.79399991 偏高时，虽然绿色农产品在 <math id="M209"><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559669&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559665&type= 5.67266655 2.87866688 模式下的销量低于 <math id="M210"><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559675&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559672&type= 2.79399991 2.79399991 模式下的销量，即使普通农产品的单位销售利润稍低，但零售商足以通过销售市场份额很高的普通农产品来弥补绿色农产品销量下降带来的损失而获利。 2） 当绿色度的成本系数 <math id="M211"><mi>k</mi><mo>∈</mo><mfenced open="{" close="}" separators="|"><mrow><msub><mrow><mi>Y</mi></mrow><mrow><mi mathvariant="normal">G</mi></mrow></msub><mo>-</mo><msub><mrow><mi>Y</mi></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msub></mrow></mfenced></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559683&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559678&type= 24.12999916 4.82599974 时，存在某一临界值，若绿色度的成本系数低于该临界值，则零售商的最优销售模式为 <math id="M212"><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559690&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559687&type= 2.79399991 2.79399991 模式；若绿色度的成本系数高于该临界值，则零售商的最优销售模式为 <math id="M213"><mi mathvariant="normal">N</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559696&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559693&type= 2.87866688 2.87866688 模式。 原因在于：此时不存在同时销售两农产品的竞争模式，并且 <math id="M214"><mi mathvariant="normal">N</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559701&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559699&type= 2.87866688 2.87866688 模式下普通农产品的销量高于 <math id="M215"><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559708&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559706&type= 2.79399991 2.79399991 模式下绿色农产品的销量。当绿色度的成本系数较高时，零售商因普通农产品的单位销售利润和销量都高而在 <math id="M216"><mi mathvariant="normal">N</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559715&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559712&type= 2.87866688 2.87866688 模式下获利更多；当绿色度的成本系数稍高时，零售商因普通农产品的销量较高足以弥补普通农产品的单位销售利润稍低带来的损失而在 <math id="M217"><mi mathvariant="normal">N</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559722&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559718&type= 2.87866688 2.87866688 模式下获利更多；当绿色度的成本系数很低时，零售商因绿色农产品的单位销售利润更高足以弥补绿色农产品的销量稍低带来的损失而在 <math id="M218"><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559728&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559725&type= 2.79399991 2.79399991 模式下获利更多。 3） 当绿色度的成本系数 <math id="M219"><mi>k</mi><mo>∈</mo><mfenced open="{" close="}" separators="|"><mrow><msub><mrow><mi>Y</mi></mrow><mrow><mi mathvariant="normal">N</mi></mrow></msub><mo>-</mo><msub><mrow><mi>Y</mi></mrow><mrow><mi mathvariant="normal">G</mi></mrow></msub><mo>-</mo><msub><mrow><mi>Y</mi></mrow><mrow><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></mrow></msub></mrow></mfenced></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559734&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559731&type= 33.52799988 4.82599974 时，零售商的最优销售模式为 <math id="M220"><mi mathvariant="normal">N</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559740&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559738&type= 2.87866688 2.87866688 模式。 原因在于：此时绿色度的成本系数很高，导致零售商只有销售普通农产品才能获利，其他销售模式均处于亏损状态。因此，零售商的唯一的选择是销售普通农产品。 命题3的研究结论表明：零售商可以从两个供应商的竞争中获利。要想零售商销售绿色农产品，绿色农产品供应商必须降低绿色度的成本系数至较低范围。 3.2　灵敏度分析 2 下面分析绿色度的成本系数 <math id="M221"><mi>k</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559749&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559745&type= 1.69333339 2.79399991 、价格敏感系数 <math id="M222"><mi>λ</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559756&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559752&type= 1.77800000 2.79399991 、新鲜度敏感系数 <math id="M223"><mi>β</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559762&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559759&type= 1.94733334 3.81000018 对不同销售模式下的均衡结果的影响。 <math id="M224"><mi>k</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559769&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559765&type= 1.69333339 2.79399991 、 <math id="M225"><mi>λ</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559776&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559772&type= 1.77800000 2.79399991 和 <math id="M226"><mi>β</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559781&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559778&type= 1.94733334 3.81000018 对不同销售模式下的均衡结果的影响分别见引理1、引理2和引理3。 引理1 随着绿色度的成本系数 <math id="M227"><mi>k</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559788&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559786&type= 1.69333339 2.79399991 的增加，1） 绿色农产品和普通农产品的零售价格、批发价格都单调递增；2） <math id="M228"><mi mathvariant="normal">N</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559796&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559793&type= 2.87866688 2.87866688 模式和 <math id="M229"><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559805&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559802&type= 2.79399991 2.79399991 模式下农产品的总需求量单调递减； <math id="M230"><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559812&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559808&type= 5.67266655 2.87866688 模式下绿色农产品的总需求量单调递减，而普通农产品的总需求量单调递增；3） 零售商的利润单调递减； <math id="M231"><mi mathvariant="normal">N</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559817&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559815&type= 2.87866688 2.87866688 模式和 <math id="M232"><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559824&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559821&type= 2.79399991 2.79399991 模式下农产品供应商的利润单调递减； <math id="M233"><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559831&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559827&type= 5.67266655 2.87866688 模式下绿色农产品供应商的利润单调递减，而普通农产品供应商的利润单调递增。 引理1表明，1） 绿色度的成本系数 <math id="M234"><mi>k</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559838&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559835&type= 1.69333339 2.79399991 的增加对价格的影响：农产品供应商将同一绿色度水平下追加的生产成本转嫁给消费者，从而提高批发价格，导致零售商也相应地提高零售价格，并且绿色农产品提价的幅度更大。2） 绿色度的成本系数 <math id="M235"><mi>k</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559845&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559842&type= 1.69333339 2.79399991 的增加对需求量的影响：由于农产品的质量不变，在N模式或G模式下，零售价格的上涨降低了消费者效用，导致总需求量下降；在NG模式下，由于绿色农产品零售价格上涨的幅度比普通农产品零售价格上涨的幅度更大，导致购买绿色农产品的效用下降的幅度大于购买普通农产品的效用下降的幅度，因此消费者的对比选择增加了购买普通农产品的动力，从而最终导致绿色农产品的总需求量下降，普通农产品的总需求量反而上升。3） 绿色度的成本系数 <math id="M236"><mi>k</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559852&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559850&type= 1.69333339 2.79399991 的增加对利润的影响：在N模式或G模式下，零售商和普通农产品供应商或绿色农产品供应商由于单位销售利润和销量的同时下降而利润受损；在NG模式下，绿色农产品供应商由于单位批发利润和销量的同时下降而利润受损，但普通农产品供应商由于销量和单位批发利润的同时上升反而获利，零售商则由于销售两农产品的单位销售利润均下降，且绿色农产品的单位销售利润下降的幅度更大，其销量下降的幅度也比普通农产品销量上升的幅度大，从而导致零售商的总利润也呈下降趋势。 引理1的结论表明：无论零售商只销售同一绿色度的农产品还是同时销售两农产品，绿色农产品供应商都拥有降低绿色度的成本系数的动力，并且降低绿色度的成本系数有利于缩小两产品的零售差价，提高绿色农产品销售额，对零售商、绿色农产品供应商和消费者都有利。 引理2 随着价格敏感系数 <math id="M237"><mi>λ</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559860&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559856&type= 1.77800000 2.79399991 的增加，1） 绿色农产品和普通农产品的零售价格、批发价格都单调递减；2） <math id="M238"><mi mathvariant="normal">N</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559867&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559863&type= 2.87866688 2.87866688 模式和 <math id="M239"><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559876&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559870&type= 2.79399991 2.79399991 模式下农产品的总需求量单调递减； <math id="M240"><mi mathvariant="normal">N</mi><mi mathvariant="normal">G</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559884&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559880&type= 5.67266655 2.87866688 模式下绿色农产品的总需求量单调递减，而普通农产品的总需求量单调递增；3） 零售商、绿色农产品供应商和普通农产品供应商的利润都单调递减。 由引理2可知，价格敏感系数 <math id="M241"><mi>λ</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559893&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559889&type= 1.77800000 2.79399991 的增加对均衡结果的影响及其内在原因与绿色度的成本系数 <math id="M242"><mi>k</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559902&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559897&type= 1.69333339 2.79399991 的增加对均衡结果的影响相似。差异在于：1） 价格敏感系数 <math id="M243"><mi>λ</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559909&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559905&type= 1.77800000 2.79399991 的增加缩小了两产品的零售差价；2） 在农产品质量不变的前提条件下，由于价格敏感系数 <math id="M244"><mi>λ</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559916&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559913&type= 1.77800000 2.79399991 的增加会降低消费者效用，当零售商感知消费者购买动力下降时，采取降低农产品的零售价格来刺激需求，供应商也相应地降低批发价格；3） 在NG模式下，对于普通农产品供应商而言，由于销量的上涨不足以抵消单位批发利润下降引起的损失，其利润也下降。 引理2的研究结果表明：消费者对价格的敏感程度直接影响零售商的定价策略，且价格是影响消费者购买绿色农产品的重要因素。供应链上成员可以通过合作加大生鲜农产品的宣传力度，以期降低消费者的价格敏感程度从而获取更多利润。 引理3 随着新鲜度敏感系数 <math id="M245"><mi>β</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559925&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559921&type= 1.94733334 3.81000018 的增加， 1） 绿色农产品和普通农产品的零售价格、批发价格都单调递增； 2） 绿色农产品和普通农产品的总需求量都单调递增； 3） 零售商和农产品供应商的利润都单调递增。 由引理3可知，在固定的初始新鲜度水平和衰减极值下，消费者对生鲜农产品的新鲜度越敏感，零售商制定的零售价格越高并且普通农产品提价的幅度更大，从而缩小了两产品零售价格的差距。 引理3的研究结论表明：消费者新鲜度敏感系数的增加能激励供应链上成员合作，共同努力提高生鲜农产品的初始新鲜度，通过保鲜降低新鲜度衰减极值，从而达到提高双方利润的目的，并且还能提高绿色农产品的销售额。 4　 数值仿真分析 1 4.1　主要参数的变化对零售商最优销售模式选择的影响 2 由命题3可知，价格敏感系数 <math id="M246"><mi>λ</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559932&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559929&type= 1.77800000 2.79399991 和绿色度的成本系数 <math id="M247"><mi>k</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559943&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559937&type= 1.69333339 2.79399991 的连续变化对零售商最优销售模式选择的影响效果相同，因此下面只运用Matlab软件调试分析绿色度的成本系数 <math id="M248"><mi>k</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559950&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559946&type= 1.69333339 2.79399991 的连续变化对零售商最优销售模式选择的影响，选取参数 <math id="M249"><mi>T</mi><mo>=</mo><mn mathvariant="normal">20</mn><mo>,</mo><mi>δ</mi><mo>=</mo><mn mathvariant="normal">100</mn></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559957&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559954&type= 25.56933403 3.21733332 ， <math id="M250"><mi>α</mi><mo>=</mo><mn mathvariant="normal">0.6</mn></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559964&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559961&type= 12.44600010 2.79399991 ， <math id="M251"><mi>λ</mi><mo>=</mo><mn mathvariant="normal">0.9</mn></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559971&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559968&type= 12.10733318 2.79399991 ， <math id="M252"><mi>β</mi><mo>=</mo><mn mathvariant="normal">0.7</mn></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559978&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559974&type= 12.53066635 3.81000018 ，针对不同的 <math id="M253"><msub><mrow><mi>η</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559986&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4559981&type= 3.04799986 4.57200003 （较低，适中，偏高，较高），给出相应的数值计算结果如 图1 图1 所示。 图1 图1 为绿色度的成本系数 k 和新鲜度衰减极值 <math id="M256"><msub><mrow><mi>η</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560011&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560007&type= 3.04799986 4.57200003 对零售商最优销售模式的选择和利润大小的影响。由 图1 图1 （a）可以看出，当 <math id="M257"><mi>k</mi><mo>∈</mo><mo stretchy="false">(</mo><mn mathvariant="normal">0,2.951</mn><mo stretchy="false">]</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560016&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560014&type= 20.74333382 3.55599999 ，存在N模式；当 <math id="M258"><mi>k</mi><mo>∈</mo><mo stretchy="false">(</mo><mn mathvariant="normal">0,1.638</mn><mo stretchy="false">]</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560024&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560021&type= 20.82799911 3.55599999 时，存在G模式；当 <math id="M259"><mi>k</mi><mo>∈</mo><mo stretchy="false">(</mo><mn mathvariant="normal">0,1.054</mn><mo stretchy="false">]</mo></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560031&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560026&type= 20.82799911 3.55599999 时，存在NG模式。随着 k 的增加，为了追求利润最大化，零售商的最优销售模式由同时销售两农产品转换到只销售普通农产品。在最优销售模式下，零售商的利润也随着 k 的增加而减少。对比 图1 图1 的（a）~（d）可知，随着 <math id="M260"><msub><mrow><mi>η</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560035&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560033&type= 3.04799986 4.57200003 的增加，零售商的最优销售模式发生了改变，并且 <math id="M261"><msub><mrow><mi>η</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560040&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560037&type= 3.04799986 4.57200003 的增加降低了两农产品同时销售的概率且零售商的利润也随之减少。 4.2　主要参数的变化对零售商最优定价策略的影响 2 下面针对零售商同时销售两农产品的模式，分析绿色度的成本系数、新鲜度敏感系数和价格敏感系数的连续变化对两农产品零售价格的影响（参数选取技巧如4.1节），数值计算结果如 图2 图2 ~ 图4 图4 所示。 图2 图2 为绿色度的成本系数 k 对绿色农产品零售价格的影响。以 <math id="M262"><mi>α</mi><mo>=</mo><mn mathvariant="normal">0.7</mn></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560113&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560108&type= 11.51466751 2.79399991 ， <math id="M263"><msub><mrow><mi>η</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560119&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560116&type= 3.04799986 4.57200003 =0.6为例（ 图2 图2 （b）），由定理3中NG模式存在的约束条件可得出 k 的约束范围为（0.056，0.938］。在此范围内，随着 k 的增加，零售商提高两农产品的零售价格，且绿色农产品提价的幅度更大，进而导致两农产品的价差更大。 由 图2 图2 （a）和（c）知，当 <math id="M264"><msub><mrow><mi>η</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub><mo>=</mo><mn mathvariant="normal">0.2</mn></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560126&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560121&type= 13.80066681 4.57200003 时，若 <math id="M265"><mi>α</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560132&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560129&type= 1.94733334 2.79399991 变大，则绿色农产品的零售价格下降，普通农产品的零售价格上升，两农产品的价差缩小。 由 图2 图2 （c）和（d）知， <math id="M266"><mi>α</mi><mo>=</mo><mn mathvariant="normal">0.5</mn></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560146&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560135&type= 11.51466751 2.79399991 ，若 <math id="M267"><msub><mrow><mi>η</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560152&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560148&type= 3.04799986 4.57200003 变大，则绿色农产品和普通农产品的零售价格都随之下降并且普通农产品下降的幅度更大，两农产品的价差增大。 图3 图3 为新鲜度敏感系数 <math id="M270"><mi>β</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560157&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560155&type= 1.94733334 3.81000018 对普通农产品零售商价格的影响。当绿色度的成本系数 <math id="M271"><mi>k</mi><mo>=</mo><mn mathvariant="normal">0.7</mn></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560164&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560161&type= 12.27666664 2.79399991 时，以 <math id="M272"><mi>α</mi><mo>=</mo><mn mathvariant="normal">0.7</mn></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560170&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560167&type= 12.44600010 2.79399991 ， <math id="M273"><msub><mrow><mi>η</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560178&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560174&type= 3.04799986 4.57200003 =0.2为例，由定理3中NG模式存在的约束条件可得出 <math id="M274"><mi>β</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560185&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560181&type= 1.94733334 3.81000018 的约束范围为［0.2，1］。在此约束范围内，随着 <math id="M275"><mi>β</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560192&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560189&type= 1.94733334 3.81000018 的增加，零售商提高两农产品的零售价格且两农产品的价差缩小，这意味着普通农产品提价的幅度更大。对比 图3 图3 中（a）~（d）图可得出类似于 图2 图2 的结论：若新鲜度衰减极值越大或竞争强度越小，价差也越大。 图4 图4 为价格敏感系数 <math id="M278"><mi>λ</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560199&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560196&type= 1.77800000 2.79399991 对普通农产品零售商价格的影响。当绿色度的成本系数 <math id="M279"><mi>k</mi><mo>=</mo><mn mathvariant="normal">0.7</mn></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560206&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560203&type= 12.27666664 2.79399991 时，以 <math id="M280"><mi>α</mi><mo>=</mo><mn mathvariant="normal">0.7</mn></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560213&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560209&type= 12.44600010 2.79399991 ， <math id="M281"><msub><mrow><mi>η</mi></mrow><mrow><mn mathvariant="normal">0</mn></mrow></msub></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560221&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560216&type= 3.04799986 4.57200003 =0.2为例，由定理3中NG模式存在的约束条件可得出 <math id="M282"><mi>λ</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560228&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560224&type= 1.77800000 2.79399991 的约束范围为［0.101，1］。在此约束范围内，随着 <math id="M283"><mi>λ</mi></math> http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560239&type= http://html.publish.founderss.cn/rc-pub/api/common/picture?pictureId=4560233&type= 1.77800000 2.79399991 的增加，零售商降低两农产品的零售价格且两农产品的价差缩小，这意味着普通农产品降价的幅度更大。对比 图4 图4 中（a）~（d）可得出类似于 图2 图2 、 图3 图3 的结论：若新鲜度衰减极值越大或竞争强度越小，价差也越大。 5　 结 语 1 考虑到农产品的质量（新鲜度和绿色度）和价格是影响消费者购买决策的两个重要因素，本文综合考虑绿色度、零售价格和新鲜度对消费者效用的影响，建立了零售商主导下的不同销售模式下的Stackelberg动态博弈模型，通过比较不同销售模式下的均衡结果给出零售商的最优销售模式，讨论了绿色度的成本系数、价格敏感系数和新鲜度敏感系数对最优零售价格、总需求量和利润的影响，最后通过数值算例进一步验证本文的主要理论。 本文的研究结果为零售商销售模式的选择和农产品的定价策略提供了理论基础，也为政府引导绿色农产品的有效供给提供了一些理论依据和政策性建议。要想零售商销售绿色农产品，改变消费者在许多超市买不到绿色生鲜蔬菜的现状，绿色农产品供应商必须降低绿色度的成本系数至较低范围。此时，政府一方面可以通过技术扶持和资金资助的方式积极鼓励绿色农产品供应商降低绿色度的成本系数，同时通过广告宣传提高消费者新鲜度敏感系数，激励零售商和供应商合作，通过生鲜农产品运输途中的保鲜和销售期间的保鲜，以期提高生鲜农产品的初始新鲜度，降低生鲜农产品的新鲜度衰减极值，从而达到提高双方利润和绿色农产品销售额的目的。但本文没有将政府对绿色农产品的补贴考虑进来，这将是未来的研究方向。 参考文献 苏辉 . 绿色农产品差异化经营下“农超对接”供应链研究 ［D］. 济南 ： 山东大学 ， 2018 . 绿色农产品差异化经营下“农超对接”供应链研究 SU H . 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