The Choice And Incentive Of Logistic Provider Based On Fresh Agricultural Products Chain-Retail

"Food is god for the people," fresh agricultural products are necessities of daily life to everyone, and account for most of the proportion of daily consumption, but in recent years, frequent incidents of food safety and agricultural price rising are impressive to us. this phenomenon has attracted the attention of relevant state departments, and formulated relevant food safety laws and regulations, simultaneously brings the very big impact to people's normal life and the energetic level, but it is difficult to solve this problem only by law and regulations. Accompanied by changes in consumption demand of urban residents, and the "agriculture-supermarket docking" policy introduced, fresh agricultural products began to enter the large chain stores, which have very great impact on the traditional market, because the modes of chain business not only provide people with clean and convenient shopping environment, chain business of fresh agricultural products is helpful to establish full quality safety system, in case problem , we can find the source timely and eliminate the problem, to resolve agricultural product quality question . But also chain business is helpful to grasp promptly the changes in consumer demand, transmit timely the information to suppliers, which will help suppliers to adjust production structure, the mode of fresh agricultural products chain business can reduce agricultural trade links, lower transaction costs, which can increase the farmers' income, and keep the agricultural prices relatively stable, fundamentally effectively prevent and suppress the abnormal price fluctuations.The characteristics of fresh agricultural products, such as product features, natural attributes, demand characteristics demand for high level of fresh agricultural products logistics system which need to input invest professional personnel, equipment, technology and advanced management, therefore, logistics is the important segment in fresh agricultural products supply chain management. Choose appropriate logistics service providers, and carries on the effective incentive and monitoring is crucial to the success of the fresh agricultural logistics, which is the important content of research in this lesson.This paper firstly analyses the development status of fresh agricultural products, summarizes the circulation patterns of fresh agricultural products, and elaborates the necessity of the chain retail of fresh agricultural products. The evaluation and selection index system for the fresh agricultural products logistics is built on the basis of the relevant studies and the benefits of chain retailing enterprises are considered as well. The fuzzy comprehensive evaluation on the fresh agricultural products enterprises is constructed using the theory of trapezoidal fuzzy number's index weight to determine the methods. Finally the author analyzes the relationship between the chain retailing enterprises and the logistics using the principal-agent theory. The optimal incentive mechanism is used to constrain, supervise and motivate the logistics to guarantee the target benefits of the retailing enterprises when realizing its maximal benefits, which maximizes the efficiency and profit of the fresh-agricultural-product chain.