Research On Organizational Optimization Of Rural Circulation Industry

The rural market, the largest domestic market in China, has a great potential development. Highly-efficient circulation is an important condition for prospering rural market and promoting the sustainable development of rural economy. At present, the development of domestic rural circulation system lags behind with the high cost of circulation commodities and the uneven quality of circulation goods, and it is not able to meet the growing needs of the rural consumer market. According to the status analysis of rural circulation industry in China, this paper finds that because of low market entry barriers, low level of product differentiation service, and lack of professional division and cooperation system, the rural circulation industry encounters a series of problems such as Low degree of market concentration, excessive competition and inefficiency. Under market economy conditions, the rural circulation industry needs to expand the scale and upgrade the quality of services in order to meet the consumers' demand and promote production. In this way, "Huge Production, Huge Market and Huge circulation" can be established. Therefore, the rural circulation industry organization needs to be adjusted and optimized in accord with the requirements of market economy and the characteristics of domestic circulation industry. The circulation profits can be improved with a reasonable market structure and the circulation efficiency can be increased with modern science and technology. Based upon the theories of economy, industry organization, logistics and vehicle scheduling optimization, and with the use of standardized analysis and empirical analysis, summarized methods combined with the logic and comparative research methods, this paper probes into several problems including the target of organization optimization of rural circulation industry, unified rural circulation, logistics outsourcing of rural circulation enterprise, and technology innovation in organization optimization of rural circulation industry. According to the optimization targets, this paper proposes that the rural circulation enterprises serve as the main member in unified rural circulation with the pattern of two-way distribution in rural chain operation. And in the view of Stochastic Petri Net model of distribution system, logistics outsourcing model of cooperation between the two sides, Game under asymmetric information, the paper analyses the Stranger Problem in optimization of vehicle scheduling in rural distribution in order to emphasize the character of technology innovation in organization optimization. At last, based on the studies mentioned above, policies for optimizing domestic rural circulation industry organization are brought forward.The originality of this paper falls under the following categories:(1) The principles and targets for optimizing domestic rural circulation industry organization are put forward, and the corresponding policies are given. Based on the SCP framework, this paper analyzes the market structure, market behavior and market performance of domestic rural circulation industry. Facing problems in circulation industry including small concentration, low barriers and small scale, this paper proposes the optimization target of domestic rural circulation industry organization from three aspects: circulation conductor, circulation method and circulation technology. The Specific target includes developing modern circulation conductors such as rural chain operation, applying modem circulation methods such as logistics distribution and logistics outsourcing, and improving the circulation efficiency with modern logistics technology. And the policies for optimizing domestic rural circulation organizations are brought based on the studies of expanding of methods of circulation scales of rural chain operation, analysis of distribution structure and system of rural chain operation, logistics outsourcing of rural circulation enterprises, and optimization of vehicle scheduling in rural distribution.(2) Unified rural circulation is proposed in some aspects including main unified operation member, unified operation mode and unified operation results. By anglicizing the present operation member of rural circulation, this paper proposes that the rural chain operation enterprise should be the main member of unified rural circulation. Furthermore, this paper analyses the problems and defects of present distribution system in domestic rural chain operation based on the concepts and features of the chain operation, and proposes two-way distribution structure with the features that the farmers are not only the consumers but also the producers. In the two-way distribution, the collection of agricultural products is integrated in the traditional distribution structure. And the new expanding method can be provided to rural circulation enterprises. This paper also establishes a model of the system based on Stochastic Petri Nets (SPN). By utilizing the mathematic Characteristics of SPN, a method has been proposed for quantitative evaluating the performance of the distribution system. The parameters of the system such as per distribution amount, distribution process weight and the actual loading rate were achieved.(3) Since rural logistics outsourcing and the third-party logistics enterprises play a cooperation-game, this paper establishes a game model and obtains two-side cooperation strategy. After analyzing the game in logistics outsourcing of country circulation firm's logistics outsourcing in condition of asymmetric cost information, this paper sets up the cooperative game model in condition that TPL buyer can't observe the TPL provider's logistics operation and management cost, and applies maximum principle and principal-agent theory to obtain the players' double-winning cooperative strategies.Then this paper compares the risk cost, incentive cost and total agency cost of TPL buyer in assume of the agent is risk-neutral.(4) This paper explains that the technology innovation in organization optimization must satisfy the characters of rural circulation. The purpose of technology innovation in circulation system is higher circulation efficiency and greater circulation ability. Because of the lack of funds and strength, the rural circulation enterprises should intended to attract and improve existing theologies. Also, this paper gives an example that the theory of vehicle scheduling optimization should be improved when it is applied in rural circulation. This paper discusses the "stranger phenomenon" in rural logistics distribution, and establishes an improved optimization model of logistics distribution vehicle scheduling based on "Stranger Problem", which the common vehicle scheduling model does not consider, by defining two parameters named "Strange Degree" and "Strange Coefficient". An experimental computation is finished by using improved C-W algorithm, and the computational results prove the feasibility and efficiency of the improved optimization model.