Research On The Development Of Agri-product Retailing In Supermarket

After three decades of rural economic reforms, China's agricultural production has transformed from the total shortage to productive surplus. People's living standards have greatly improved.The food consumption structure and consumption patterns have also greatly changed, so people pay more attention to food quality and safety and promote healthy and nutritional consumption. The retail circulation of terminals, which connect production and consumption of agricultural products are also changing, which transfer from the tradition of the retail forms of farmers market to the modernization of the retail model of supermarket .This new retail model adapts to the new consumer demand. The retail model of supermarket of agricultural products has greatly impacted on agricultural production, but its development process is slow twists and turns. In this context, using consumer theory, new institutional economics and industrial organization theory and so on, combined with practical cases analyzes and studys the development of the retail stores of agricultural products, which has an important theoretical and practical significance.This study is divided into five parts. Part I is Chapter 1 Introduction. The retail development problems of the agricultural supermarket are proposed and research background is analyzed. On the basis of the review of research status at home and abroad, basic ideas, structural framework and methodology are proposed in the study.The second part of Chapter 2, from the view of consumer demand, empirical analysis is done about the demand situation that the supermarket retail of agricultural products meets consumer to purchase agricultural products as well as chooses the sites to purchase agricultural products.Chapter 3, firstly, explains retail circulation system in new system economics ,which is about agricultural history and evolution and the germination of the supermarket retail of agricultural products in our country .Then, using organizational reform theory analyzes the dynamic mechanisms of the evolution development and the impact factors of agricultural products in the retail supermarket, so it expounds the objective necessity of the development of the supermarket retail of agricultural products. Part III, Chapter 4, using SCP paradigm of industrial organization theroy, does a comparative analysis about market structure, conduct and market performance between the farmers markets and the supermarket retail organizations of agricultural products, as well as the supermarket retail development of agricultural products from the internation.Part IV, Chapter 5, combining cases analysis, studies the actual driven effect of the supermarket retail development of agricultural production to the process of agricultural product in guiding the changing process from traditional agriculture to modern agriculture. Part V, Chapter 6,does a comprehensive analysis of constraint factors and promoting countermeasures of the agricultural supermarket retail development. It poses the countermeasures to promote the agricultural supermarket retail development from three aspects , such as raising the capacity of supermarket agro-retail business, the supporting of the Government to public policy, as well as the regulation function of agricultural producers in the development of the agricultural supermarket retail.At last,it is a conclusion.Consumption is the driving force behind the production and consumption creates a new impetus for the production . The occuring of a new consumption hot spot often leads to a new industry formation and development. In the conditions of market economy and buyer's market, the supply is increasingly surplus, and consumers have become the absolute forces to master the market, so only those retail formats which can qualify the consumer demand have the vitality. In developed countries and regions, the supermarket has become the dominant format to the retail market of agricultural products, while in our country, whether the supermarket can replace the traditional status of the main channel of farmers market in the circulation pattern of the city's agricultural products lies in whether the key of their development can adapt to the demand characteristics of agricultural products of urban consumers. So this article, first of all, from the perspective of consumer demand, does the empirical analysis of the agricultural demand of consumers and the influence of behavior chosen to the supermarket retail of agricultural products. The results show that the sales of agricultural products in supermarkets have absolute advantages in overall quality, safety and health, shopping environment, the credibility ,varieties and packaging, reserves protected and so on, and that the supermarket retail of agricultural products meet consumers to pursuit of retail food diversity, personalization, the comfort ,convenient and high quality life demand. Whether consumers choose sites to buy or choose to buy agricultural products, the first regarding is the quality and safety of agricultural products. Being restrained by income level, prices of agricultural products are the major factor that influences consumers to purchase of agricultural products from the supermarket. Whether consumers choose the place to buy or choose agricultural products, the quality and safety of agricultural products is always in the first place.The development of supermarket retail of agricultural products also depends on where it has an effective link with the producers.Then, this article expounds the germination process and the operation situation to the supermarkets retail of agricultural products from the perspective of the production of agricultural products and circulation of institutional arrangements.China's retail system of agricultural products experienced a process from the change of the mandatory system to the change of induced institution. Supermarket retail of agricultural products is the objective and inevitable result to a certain period of socio-economic development. In this process, consumer demand and the development of the market competition are the main inducement, besides, the flow policies of government play a role in promoting. At present, from the operator and the consumer side, because their income is not greater than the cost, so the organizational system of the supermarket retail of agricultural products is very difficult to achieve through the induced changes in the short term.Supermarket retail of agricultural products in China is fluctuation,from the sale of a small number of fresh agricultural products by foreign investment supermarkets in our country to the "super-agricultural reform" movement launched by a number of major cities,which experienced a short-term dynamic under the impetus of the government.And then,large-scale comprehensive supermarket retail sales of agricultural products have a great development on the speed and scale.Using dissipative structure theory ,this artical describes the evolution mechanism of the development of agricultural retail industry organization. Retail organizations of agricultural products in the development of evolution should make full use of favorable conditions to reduce and overcome the impediment of a variety of factors from both inside and outside of organizations, and constantly look for the way of transition to the ideal model of supermarket retail. In the co-exist environment of two models of farmers markets and supermarkets, these two different types of market player have differences in its operating mechanism and market behavior. Using SCP paradigm of industrial organization theory does a comparison in market structure, conduct and market performance between supermarkets and farmers market. The farmers market are diversify,which essentially belong to the "atomic-type" market structure of perfect competition,and the operator is to provide the community with the lowest possible prices and the highest possible yield and consumers only pay the lowest price. It is the product of the low level of market development stage, which has lower industry profit margins, no standardized system of organization and management and can not increase social welfare. However,because of the effect of people's income level and the level of agricultural production, farmer's market still has the objective conditions of its existence.Retail market of agricultural products exists intense competition, such as the competition between farmers market and supermarket, the competition between supermarkets. It shows the market structure features of agricultural supermarket , which are a high market concentration, high barriers to entry and exit costs, the implementation of product differentiation. Supermarket operators of agricultural products is the need for competition and the driving force of profitability. Regarding the agricultural products as its"the power of collecting consumers"is able to provide consumers with safe and high quality, wide variety of products and a comfortable shopping environment, so the market share is increasingly rising. Supermarkets have the deficiencies in the operating scale of agricultural products, cost and operating management.Supermarket retail of agricultural products brought about the reform of the process of agricultural production and organizational systems by modern operating philosophy and technology. As a result of China's current constraints of institutional arrangements for the production, the growth retardation of the flow of the main, the unsound government protective and promotive mechanism of the circulation system, and not an effective docking between the production and marketing for a long time, all of these result in a large number of high-quality, brand can not achieve higher prices for better quality agricultural products and farmers income, and agricultural quality standards are not well implemented and so on.Supermarkets in the procurement process, through the way of effective linkages with producers, the demand information of agricultural products can be deliveried accurately and timely, market risks can be reduced, and the "adverse selection" problem of high-quality agricultural products brought about by the information asymmetry can also be solved,as a result ,we can achieve higher prices for better quality agricultural products.Supermarkets put forward much higher and more stringent standards than the traditional retail methods to the producers. First of all, they require the scattered agricultural producers join into the professional organization for Economic Co-operation, but also actively participate in the production chain. They should guide the development process and direction of the agricultural production, change the traditional agricultural production methods and optimize the industrial structure of agricultural products. All of these promote producers to implement standardized production, adopt increasingly advanced production technology, improve the quality of agricultural products, achieve the brand of agricultural products and speed up the transformation to modern agriculture.The development of the supermarket retail of agricultural products needs supermarkets, agricultural producers, government and consumers to work together to promote. Be aimed at constraints of the development of the supermarket retail of agricultural products, this study puts forward measures to promote their development. Supermarkets are able to survive and develop, only through the ways of various innovation, seeking to reduce costs and reducing the prices of agricultural products to provide consumers with the cheap and good quality agricultural products and enhance their ability of competitiveness . Government should make full use of market-based instruments, and actively organize and coordinate the docking relationship between supermarkets and producers, carry on supervision functions for the development of the supermarket retail of the agricultural products and provide public policy services. Agricultural producers should improve their own quality, and join in the supermarket retail as soon as possible.