Study On Agricultural Products Supply Chain Integration Based On The Interests Of The Peasants And Consumers

In the trend of economic integration and marketization, in the field of agriculture construction of supply chain and integration appears more and more important role. The current,Chinese agricultural products supply chain integration entered a new historical stage,In this stage the principal contradiction reflected in the interests of the peasants and consumers. The small peasant household at a disadvantage in the agricultural products supply chain, it is difficult to get average profitand have to beared the huge market risks; Prices for agricultural products are rising lead to harm the interests of the consumers; The serious of food safety lead to consumer lack of trust,finally affect the interests of producers. In recent years,the peasants difficult to sell their productsand the consumers costs a lot to buy it, food insecurity caused the attention of whole society.How to protect the interests of peasants and the interests of consumers by construction of supply chain and integration.In this paper, practice of supply chain management of agricultural product regional typical as a case, using fresh vegetable&fruit category of agricultural products supply chain as the research object, Based on economic management theory such as incomplete contract theory、marketing channel theory、customer value theory、game theory and so on. the core target is protect the interests of peasants and consumers, in the course of realistic constraint conditions of Chinese agricultural products supply chain integration model, and the direction of improvement and innovation.At first, drawing on the experience of agricultural products supply chain integration. Through the analysis of the case of Holland, Japan, Summed up the experience of supply chain integration in the process of agricultural products in developed countries based on the small-scale peasant economy:The government should pay attention to agricultural development oriented by market demand, to guide agricultural intensification、specialization and standardization, support the development of agricultural cooperative organization network,construct the modern agricultural products circulation system.The second, analysis of the basic conditions of China’s agricultural products supply chain integration and development process. Analysis of China’s agricultural products supply chain integration production conditions and current conditions and demand conditions from the perspective of historical development. With the gradual change of these basic conditions, China’s agricultural products supply chain integration has experienced three stages of development, such as professional marketing connection type、wholesale market driving type、bibcock enterprise to drive type and "Farmer-Supermarket Direct-Purchase".The third, discussion on agricultural products supply chain integration based on the perspective of the interests of peasants. In the context of urban and rural areas, Small farmers can share the reasonable interests value chain division deserve, Small preasents can share the reasonable interest and value chain division of labor right is the test of agricultural products supply chain integration of the basic standard of success. According to research, With the gradual deepening of supply chain integration, Adjust and optimize the relationship between peasants and the other members, the peasant interests change gradually. We take Dingxi, a typicalness poverty area for example, this paper provides a general path to developing country and area develop the chain of agriculture:firstly, transform agricultural production condition; secondly, selecting advantageous agricultural products; thirdly, expanding market channel; fourthly, extending the chain of agriculture; finally, clustering development. According to the actual conditions of the local supply chain integration mode, encourage peasants to participate actively in the advantages of agricultural products supply chain, By constructing the Probit model, verify the advantages of agricultural products supply chain in poor areas of consolidation would produce poor effect significantly reduce.The fourth, discussion on agricultural products supply chain integration based on the perspective of the interests of consumers. In the "buyer’s market" conditions, The integration of the supply chain of agricultural products can help to reduce the consumption of agricultural products price level, improve the quality of agricultural products and to ensure food safety is another basic standard to inspection of agricultural products supply chain integration success. With these objectives, Chinese agricultural supply chain integration gradually."North South food shipped" base of Hainan as a case, further discussion on consumer target oriented agricultural products supply chain integration and optimization model, the "agriculture super docking" form most compatible with the interests of consumers, will become the main mode of agricultural products supply chain integration.The fifth, the empirical analysis of "Farmer-Supermarket Direct-Purchase" products consumer willingness and purchasing behavior. According to the analysis results of the front,"Farmer-Supermarket Direct-Purchase" supply chain integration model most consistent with consumer interests. In recent years, the government vigorously support the "Farmer-Supermarket Direct-Purchase" model to promote the comprehensive in China. However, the "Farmer-Supermarket Direct-Purchase" can realize the sustainable and rapid development, but also depends on the consumers of such products consumption willingness and purchasing behavior. This part is based on consumer survey data in Beijing City, this paper builds the Probit model and Tobit model to analysis the influence factors of consumers’ willingness to purchase and behavior "Farmer-supermarket Direct-purchase" product empirically. The results show that the price, freshness and taste of this kind of products, news and media propaganda for "Farmer-supermarket Direct-purchase",the supermarket provides a shopping environment and guarantees the safety of agricultural products makes significant positive effect on the formation of consumers’willingness to purchase this "Farmer-supermarket Direct-purchase" product.Freshness and traceability of this kind of products, the supermarket advertisement and media propaganda for "Farmer-supermarket Direct-purchase", the supermarket provides a shopping environment makes significant positive effect on the behavior of this kind of products. At present,"Farmer-Supermarket Direct-Purchase"products compared with ordinary products, the price advantage is not obvious, consumers are not aware of the delivered value of the supermarket, it is not conducive to the formation of consumer of such agricultural products consumption will; Most of the consumers satisfactory for "Farmer-Supermarket Direct-Purchase"product freshness, to make it more inclined to buy such products, but the "Farmer-Supermarket Direct-Purchase" products in the quality of information traceability had not done enough to improve, it is not conducive to the implementation of such products consumers purchase action; Supermarketand the media to "agriculture super docking" efforts are not enough, the propaganda single comparison, not to consumers left a deep impression, consumer information concern degree in this area is very low, is not conducive to their implementation of "the formation of agriculture super docking" Product Consumption Willingness and purchasing behavior; the majority of consumers satisfied on the supermarket shopping environment, making it more willing to come to the supermarket to buy agricultural products,it is conducive to the purchase of "agriculture super docking" products.The sixth, taking into account the interests of farmers and consumers of agricultural products supply chain integration model. A comprehensive analysis of the advantages and disadvantages of the main agricultural products supply chain mode, according to the results of several parts within the interests of farmers and consumers, According to China’s basic conditions (conditions of production, circulation and demand conditions) put forward the improvement direction of agricultural products supply chain, and put forward the "new model of supply chain integration of agricultural cooperatives docking" and e-commerce combined.Finally, Summary of the main conclusions, put forward the basic measures of agricultural products supply chain integration, Ways and measures of agricultural products supply chain integration in poor areas, suggestions according to demand conditions which comprehensively promote the "Farmer-Supermarket Direct-Purchase".