近年来，随着鲜活农产品市场的快速发展，鲜活农产品供应链中各主体的市场行为决策及其相互作用 影响着鲜活农产品的品质与安全．文章以供方、物流方和需方作为主体建立三方博弈模型，研究鲜活农产品中 各主体的市场行为决策问题．此外，运用逆向归纳法、Ｍａｔｌａｂ仿真及实例分析，提出了完善措施与惩罚机制．研 究表明：①供方通过增加承诺和提高供方违规影响，在一定范围内可增大与需方的合作可能；②物流商在违规 平均成本 Ｃ０高、冷链运输成本 Ｃ２低时，效益更大；③需方会结合博弈模型结果，根据不同策略的实际期望得益 来判断是否选择购买鲜活农产品．

During recent years, the market for fresh agricultural products has been developed rapidly. Those decisions made by participants and their interaction affected products′ quality and food security. In this paper, to study the market behavior and decision making of different participants, we set up a tripartite game model, in which the key members are the supplier, the logistics company and the buyer. Besides, using the backward in duction, Matlab simulation, and case analysis, the paper puts forward the precaution measure and punishment mechanism. The results show that the supplier can increase the possibility of cooperation with the customer by increasing the commitment and the supplier′s violation impacts within a certain range; when the average cost of violation C0 is high and the cost of cold chain transportation C2 is low, the profit of logistics company is greater; based on the results of the game model, the consumer will judge whether to choose to buy fresh agricultural products according to the actual expected benefit of different strategies.