Abstract:

Through developing Stackelberg Game Model, this paper analyzes family farms′ optimal decision under different channels, and puts forward the strategy of choosing the best distribution channel mode of family farm. Results indicate that family farms will give up the channel of governmental direct selling areas, with the increases of fluctuation and risk aversion degree of family farm in government direct selling area market; compared with the “family farm+company” loose-type model, the “family farm+company” close-type model can raise the utility of family farm and company; in certain condition, selling agricultural products both in government channel and company channel, family farms can not only avoid risk,but also benefit more.

Key words:

family farm, agricultural product supply chain, channel-selecting, partnership contract