| The importance of food to human beings is quite similar with citizens to a nation. So food is the most important and fundamental materials to human beings. People cannot survive or even grow up without it. Therefore, the safety of food is the first crucial consideration for a country. These days, especially with the dramatic increasing of China's economy and urbanization, people pay more attention to their living standards and consumption levels. They demand more health and nutrition on their food structure not just having adequacy. This conversion leads the highly demand of fresh agricultural products. However the used heavy manufacturing, light flow situation stunted the development of fresh agricultural product logistics. Thus fresh agricultural products lost their value severely while moving from the original to the consumption location, which greatly damaged the interests of farmers. Therefore, developing a high modern logistics system, accelerating the rapid rate of distribution process, promoting the value-added supply chain are the key points for the development of the fresh agricultural products logistics. Only in this way, the safety of food can be guaranteed and the basic interest of citizens can be ensured. In a word, the fresh agricultural product logistics has a significant influence on the process of agricultural industrialization and modernization.At present, scholars had made remarkable achievements in the areas of studying logistics related theory. Most of these researches were focus on the industry products not the fresh agricultural products. However what the industry products logistics want to achieved like emphasized on the integration of logistics supply chain management, made the balance between costs and benefits, focused on meeting customer needs for logistics service etc were also the goals of fresh agricultural products logistics. But the essence differentiation between industry products and fresh agricultural products leaded the application of these research would not be simplicity. The fact is that because of lacking a scientific objective performance evaluation system for fresh agricultural products logistics, many statistical indicators data cannot be collected. This added difficulty on establishing an analytical framework, modeling an indicator system, and building a tracking & monitoring system for the fresh agricultural products logistics. Ultimately lead to many local governments and enterprises were blind to the promoting the development of the fresh agricultural products logistics. Many projects were operated in the lower lever due to lacking a reasonable performance evaluation system. There was a huge gap in effectiveness of the actual results and forecast. Therefore a comprehensive scientific objective performance evaluation system was needed in order to reflect the status of the fresh agricultural products logistics in a full and timely way. By measuring the fresh agricultural products logistics with the system, one hand, it can provide not only the macroscopic service for government to establish fresh logistics development policies but also the microcosmic service for enterprise to make investment decisions. On the other hand, it can indicate the bottleneck for the development of the fresh agricultural products logistics, and promote the regional fresh logistics development by improving the deficiencies.Above all, base on the current situation of the fresh agricultural products logistics development in Changchun City, the paper structured a performance evaluation system with the support of modern logistics & performance evaluation theory. In the selection of indicators in the evaluation, the paper focused on the combination of financial indicators and non-financial indicators in order to reflect the standard level of the fresh agricultural products logistics development in Changchun. In the selection of evaluation methods, the paper used the Fuzzy Comprehensive Evaluation and Analytic Hierarchy Process methods to ensure the scientific and reliability of the evaluation system.Firstly, the related theory about the performance evaluation system of fresh agricultural products logistics was reviewed in the paper. On the basis, it defined the borders and background of the study. Chapter two analyzed the status & characteristics of the development of the fresh agricultural products in Changchun city, which provide a foundation for the future study. Chapter three, the paper modeled the comprehensive performance evaluation system for the fresh agricultural products in Changchun city from three dimensions, including the system external environment, internal process and the operation outcomes. Also the paper described each indicator distinctly in this chapter. Later, the paper carried out the first round survey and got the AHP data for the paper. Thus the weight of each indicator was determined. Next the second round survey was carried out and Fuzzy comprehensive Evaluation method was applied to take empirical research for the fresh agricultural products logistics in Changchun city. Based on the findings, the paper gave some policy recommendations on how to accelerate the rapid development of the fresh agricultural products logistics in Changchun city. |
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