基于消费者偏好的扶贫供应链最优决策与激励机制设计

围绕贫困户作为供应商与参与扶贫的企业等组成的供应链系统，从扶贫的角度出发，基于实地和市场调研的分析结果，对消费者对扶贫产品的认知与偏好、贫困户参与行为、企业的扶贫模式及激励策略、政府的扶贫举措等进行刻画与提炼，构建扶贫供应链模型，分析各参与主体的决策行为，探索能有效调动贫困户脱贫积极性和激励企业扶贫的制度设计。一方面基于供应链管理理论，探索企业扶贫的内在动机，构建基于市场的长效扶贫机制；另一方面借鉴行为和心理学最新研究成果，考虑当企业与贫困户合作时，如何设计激励契约以使得贫困户有动力参与扶贫供应链运作；第三个方面是探讨政府的扶贫举措对扶贫供应链的最优决策和激励机制设计的影响。本研究涉及供应链管理、福利经济学、消费者行为理论、博弈论、企业社会责任运营、公平分配理论、善因营销、最优化理论等多个领域，不仅丰富了供应链管理在扶贫领域的理论与知识，也为企业和政府的扶贫举措提供管理启示与政策建议。

In the context of a supply chain system composed of the poor as producers or suppliers and the enterprise engaging in poverty alleviation, based on field and market research results, this research takes the poverty alleviation perspective to describle and refine the participation behaviors of the poor, the enterprise’s pro-poor models and incentives, consumers’ cognition and preference towards pro-poor products, the government’s pro-poor initiatives. Further, poverty alleviation supply chain models are built to analyze decision-making behaviors of the participants and design effective incentive mechanisms to improve the initiative of the poor out or poverty and motivate enterprise poverty alleviation. For one thing, supply chain theory will be extended to CSR operation and the focus will be on the poverty alleviation field. For another, on the basis of the latest research results from the field of behavior and psychology, how to design incentive contract to induce the poor to participate in poverty alleviation supply chain operations is considered in the cooperation of the poor and enterprise. Besides, the applicable conditions of the existing supply chain contracts on poverty alleviation issues are investigated. This research involves several fields such as supply chain management, welfare economics, consumer behavior theory, fair distribution theory, game theory, CSR operation, Cause-Related Marketing, optimization theory and so on, which enriches supply chain management and the CSR operation theory and knowledge in the poverty alleviation field, and also provides managerial insights and policy advice for enterprises to participate in poverty alleviation and the government to implement poverty alleviation policies.