Study On The Supply Chain Management Of The Feed Industry In Gansu

In the wake of the global marketing&agricultural production, more and more attentions are being targeted on the feed industry. As one kind of industrial organization, the orientation ability of feed industry will be the important strength which pushes livestock husbandry industry to turn a development under different market economy condition and the stage of the economic development, is also an important means for the development of livestock breeding, raising farmer income and modernization of agriculture. The feed industry takes the feed production enterprise as the core, combines to plant industry, farming industry, livestock product processing, warehouse, retail trade, becomes a profession chain organization with the market mechanism. Its characteristic is the general farmers positively participation, its final product will face the domestic and foreign markets. Entry WTO, because of the disorderly steep competition, most enterprises cut or cancelled to the supplementary product conferment of the technique service, after-sales service,etc. Simultaneously the impact of natural disaster and the plant disease, the supply chain of feed industry did not have the group to synthesize a complete supply chain link, the feed product in the transportation, stores, the packing and in the sales process, also had many quality problems. The developed country's experience tells us, the competition enterprise needs to pour into the new power, new thought-supply chain management. Under above-mentioned background, based on industry theory and supply chain management theory, the paper systematically studied feed industry's developing situation of supply and demands in Gansu by using AHP, value chain analysis , so as to begin with analyzing the demands of consumer, then by mediating and coordinating the fund flow, materiel flow and information flow in feed industry supply chain, finally making the planting, materiel supplying, processing green, transporting, wholesaling, distributing, retailing and other related service activities connected and becomes an efficiency and beneficial supply chain mode.It is found in the study that horizontal integration of supply chain is not only the basic trend of feed industry's development all over the world, but also much great group successful experience. But the supply chain of feed industry does not link up. The unorganized farmers are in a week position of supply chain, because purchase businesses and feed production enterprises sacrifice other collaborators'benefits to seek their own benefit, this kind of congenial behavior destroyed the entire strip to supply the chain the coordinated revolution. Analyzed from the view of value constitution and the appropriation of profit, the feed production processing enterprise's marginal revenue is higher, is"the strategic link"obtaining the competitive advantage in the feed profession supply chain. According to the competitive advantage theory of Porter, it implements the cost leading strategy. In the meager profit retailer got the bigger benefit, however the peasant household received less benefit. The benefits distribution of feed industry supply chain is unreasonable.The practical analysis combines SCM theory and applies practical survey method to obtain data needed. At the same time, several indicators of supply chain operation efficiencies and organizational operation efficiencies are selected. Qualitative analysis to these efficiencies is conducted in that selected forms for survey by using layer analytical method and a matrix for SCM efficiency is constructed. The matrix brings to light the current bottlenecks in the SCM from SCM organization and operation: the stable strategic alliances have not been established among the SCM members in the feed industry in Gansu province, and there is not enough information exchange among the supply chain members. The supply chain members are still loosely organized.On the basis of the above-mentioned analysis, an ideal SCM model for the feed industry in Gansu is designed. In the mode, two core organizations are added, namely farmers marketing association and logistics distribution center. Farmers marketing association is responsible for the organization of the separate farmers. As an alliance, farmers marketing association improves farmers'negotiated price ability, activating the cooperating confidence between farmers and feed production processing enterprises. Logistics center is responsible for the logistics activities. While outside the service warps, processing firms are able to put more effort in the management of customer relationships and look for more marketing and management innovation opportunities and eventually cut down the overall cost of the SCM.