Abstract: At present, the mismatch between supply and demand of fresh agricultural products in China has seriously affected the balanced and stable development of economy and society. By abstracting the subject attribute, behavior decision-making paradigm and interaction rules, this paper establishes a multi-agent model of fresh agricultural products supply and demand system to study the benefit-driven change of micro supply subject behaviors through simulation experiment and explore a solution to effective supply in the hope of better promoting the healthy development of fresh agricultural products supply in China. The results show that the supply subject is the executor of the effective supply behavior, the effectiveness and timeliness of information transmission is the basis and premise of effective supply, and the benefit induction is the key for the supply subject to expand effective supply. Only on the basis of efficient information transmission and real-time adjustment of price subsidies according to expected demand can we expand the effective supply of fresh agricultural products.

Key words: fresh agricultural products, effective supply, multi-agent system