Research on Competitive and Cooperative Strategies of Agricultural Product Marketing Based on Game Theory

In the face of the traditional agricultural marketing model is difficult to continue the status quo, agricultural marketing competition -cooperation relationship for agricultural enterprises of commodity marketing and long-term development is also increasingly important.In this paper, game theory is introduced into the study of competition and cooperation strategy of agricultural products marketing, the strategic behavior of two agricultural products enterprises in the agricultural products industry cluster is constructed into the corresponding matrix, and evolutionary dynamic stability analysis is carried out to establish the replication dynamic equations and Jacobi matrix to solve the evolutionary stability strategy (ESS), so as to provide reference for the formulation of the competition and cooperation strategy of the enterprise's agricultural products marketing.Using simulation to explore the influencing factors of the evolutionary direction of the marketing competition and cooperation strategy of agricultural products enterprises.When the probability of winning the joint bidding is greater than 0.8, it will evolve into a cooperative strategy, and when it is less than 0.7, it will evolve into a competitive strategy, and with the increase of the allocation coefficient of the investment amount of the project construction, the agricultural products enterprise 1 and the agricultural products enterprise 2 will gradually shift from a competitive strategy to a cooperative strategy.The lower the cost allocation coefficient is, the higher the probability that enterprises will evolve to cooperative strategy.The increase of cooperative transaction cost then accelerates the evolution of enterprise 1 and enterprise 2 to competitive state.