Collaborative Transportation Strategies for the “First-Mile” of Agricultural Product Upward Logistics Under Government Subsidies

Logistics alliance and integrated passenger-freight transit are two widely adopted collaborative logistics modes in rural areas. With the rapid development of agricultural e-commerce, rural “first-mile” logistics has become critical for agricultural products' upward circulation, but remains constrained by high costs and insufficient service provision. Existing studies mainly focus on a single transportation mode and pay limited attention to logistics service providers’ strategic choice among alternative modes under government intervention. Using a Stackelberg game framework, this study models the interaction among the government, a logistics service provider, and a rural bus company, and analyzes transportation mode choice and subsidy effectiveness. The results show that government subsidies improve rural “first-mile” logistics service levels and stimulate demand for cargo collection services. Transportation mode choice is jointly influenced by market share, service cost coefficient, and subsidy intensity. Large-scale logistics service providers tend to adopt the integrated passenger-freight transit mode when subsidies are insufficient, and prefer the logistics alliance mode when subsidy support becomes adequate. These findings suggest that subsidy policies should consider fiscal capacity and regional operating costs: the integrated passenger-freight transit is more suitable under limited budgets, while the logistics alliance becomes preferable for promoting regional logistics development when sufficient subsidies can be sustained.