面向企业社会责任的多渠道生鲜农产品供应链协调机制研究

食品安全关乎国计民生。现阶段，生鲜农产品安全问题突出，如何确保“营养健康”的生鲜农产品的有效供给，是亟待解决的重要课题。生鲜农产品供给质量与其供应链企业社会责任履行水平正相关已获共识，尚鲜有关于构建供应链协调机制改善供应链企业社会责任履行水平进而保障生鲜农产品安全的研究。本项目以“互联网+农业”为背景，以多渠道生鲜农产品供应链为研究对象，探讨面向企业社会责任的供应链协调机制构建问题。首先识别典型多渠道供应链模式及其企业社会责任活动内涵，度量典型供应链企业社会责任履行水平；再而建立典型多渠道供应链分类协调框架，考虑企业社会责任履行水平和利润双重目标，构建随机需求下典型多渠道生鲜农产品供应链内部协调机制；最后定量模拟外部经济激励对供应链绩效的影响，提出可协调供应链的内外协同治理对策。本项目研究不仅能够丰富多渠道生鲜农产品供应链协调的理论研究，而且能够为政府制定生鲜农产品安全政策提供决策依据。

Food safety is vital to national well-being and the people’s livelihood. At present, the quality safety issue of fresh agri-food of our country is prominent. It is necessary to study how to ensure the effective supply of nutritional and healthy fresh agri-food. It is well known that the supply quality of fresh agri-food is positively relative to supply chain’s Corporate Social Responsibility (CSR), and the study on improving the CSR level of Fresh Agri-Food Supply Chain (FAFSC) through coordinating FAFSC to make “fresh agri-food safety” is rarely reported. Under the background of “Internet plus agriculture” , the Multi-Channel Fresh Agri-Food Supply Chain (MCFAFSC) is chosen as the study object, and CSR oriented coordination mechanism will be built. Firstly, the typical MCFAFSC modes will be identified and then CSR activities of typical MCFAFSCs will be investigated, followed by CSR performance evaluation of MCFAFSC. Subsequently, a conceptual framework for typical MCFAFSCs coordination is going to be established based on different characteristics of MCFAFSCs. Then, the coordination mechanism for typical MCFAFSC modes under random demand will be designed with two objectives of maximizing the MCFAFSC’s CSR performance level and maximizing the MCFAFSC’s whole profit. Lastly, the simulation model of the effect of government and consumer’s financial incentives on the performance of the MCFAFSC will be developed, and then we will study the collaborative management methods of the stakeholders of MCFAFSC to maximize the CSR performance level of the coordinated MCFAFSC. The proposed research is expected to enrich the theoretical insights for MCFAFSC coordination, and is expected to provide reliable decision supports for Chinese government making policy to achieve fresh agri-food quality safety.