Studies On The Integration Pattern Of Local Fresh Fruit Supply Chain In Beijing

Fruit industry has contributed a lot in the development of agricultural economy, food, ecology and tourism etc in Beijing. But the supply scale, structure of local fresh fruit as well as the market administration capability of the major market participants, are still remarkably conflicting with the consistent and diversified demand of local consumers as well as the demand for competition. The paper tries to find the way to solve these conflicts via the consolidation of supply chain.Based on this, the paper begins from the clarification of the related definition and reviews of the basic theories, applies qualified and quantified analysis, positive research as well as the rationing method. Based on the systematic analysis about the supply chain management and the development statue quo both domestically and internationally, the paper studies the demand feature of the fresh fruit supply chain terminals, major factors influencing the Beijing suburb fruit producers in participating the supply chain cooperation as well as how they choose cooperate partners. The paper also studies the consolidation management capability and statue quo of the members on the supply chain. Finally, based on the above research result, the author puts forward several operation patterns in the supply chain consolidation of Beijing local fresh fruit as well as dedicated countermeasures to participants of different points and policy suggestions to the related government administration agencies. Major conclusion of the paper:Agricultural industry association or farmer cooperative organization will be penetrated into all aspects of the supply chain as an important point and core participant; Chinese fruit supply chain operation features by combining wholesale market, supermarket and leading enterprises as their major operation pattern; Beijing fresh fruit market has large demand scope and can be catalogued into two sub-market based on the value pursuing and interest preference of the medium-high income class consumers in urban areas, ie, core interest pattern vs. culture and social pattern; Variables reflecting the major marketing features of fresh fruit market are dominant factors to Beijing suburb farmers in deciding whether to participate in the supply chain cooperation, while factors like the education level, production scale as well as the rate of income from fruit in total household income, mainly decide what kind of partners farmers may choose; The overall management capacity of the medium level participants in the fresh fruit supply chain is comparatively weak while the different points of supply chain are mainly tied by contractive relation; Production base oriented urban agricultural pattern, leading enterprise pulling pattern, consolidation pattern cored by supermarket, agent connection pattern as well as the cooperative merger among different supply chain points based on information network, are all patterns adapted to the supply and demand feature of the Beijing fresh fruit market and the different consolidation management capacity of different supply chain points. Major countermeasures and policy suggestions by the paper are:fruit farmers should focus on enhancing their education, production technology and products quality. The government should facilitate the fruit farmers to participate in the supply chain consolidation and increase their profitability via cooperative patterns and based on scale production of certain fruit types to increase their organizational degree. The core points on the supply chain should pay attention to increase the competitive advantage of the supply chain consolidation through applying demand orientation and differentiated consolidation thoughts; There is still much work to do for the administration agencies of all level in fostering and supporting the core point members so as to increase the general consolidation power, as well as paying attention to the supply of public goods and services.The study feature of the paper is the systematic researching about the major factors that influencing the formation of different pattern of Beijing local fruit supply chain and the related motivations based on analysis about the demand feature of consumers, factors deciding whether the producer will participate in the supply chain cooperation, the statue quo of the consolidation management capability of the middle level point members. The might-be innovation of the paper mainly lies in: 1) Applying the marketing and consumer behavior theories into the analysis on the capital consumers'value pursuing and market differentiation. 2) Based on the development reality of Beijing urban agriculture and the positive analysis result, for the first time, the paper puts forward the production base oriented urban agriculture pattern, that is, directly connecting the supply and demand in the fresh fruit supply chain.