Study On Performance Of Integrate With Agricultural Base&Supermarket Based On AHP Model

June20,2009, the Commerce Department issued a notice on doing the experimental work of agricultural products "Integrate with Agricultural Base&Supermarket", a new circulation pattern of agricultural products to farmers cooperatives (leading enterprises) supermarket in China emerge. Agriculture super-docking model improves the previous agricultural products distribution channels which are sluggish and difficult to increase incomes for rural household, Not only in terms of cash flow, goods flow, but also in flow of information on agricultural products, it is innovation for traditional logistics model. Comprehensively promote the Direct Farm to promote the large supermarket chains and use of its advantages in the production and processing of agricultural products for farmers with breeding techniques, logistics, marketing a wide range of services, and promote farmers’ professional cooperatives to play a role as a link, and distributed to farmers set up community of interests, and ultimately the supermarket, farmers, consumers tripartite win. Direct Farm is to invigorate the circulation of agricultural products to ensure food quality and safety, an important measure to increase farmers’ income, is to promote the modernization of agriculture and new rural construction.In the same time, in the agriculture super-docking mode, the performance evaluation is a very important area, the use of performance evaluation method to analyze the agriculture super-docking mode, to sort out the various nodes of the farmers, supermarkets, cooperatives and other agricultural super-docking mode their proper locations, and each node on the overall operational efficiency, and on this basis, and constantly adjust the whole industry chain to enhance the performance of the agriculture super-docking operation. Practical performance, can help companies to identify problems as soon as possible, seek solutions and promote the model optimization. Therefore, the effective performance evaluation is the key to promoting the development of agriculture super-docking mode.This article is based on the analysis in the background and significance of the agriculture super-docking mode, begin by reviewing the related research of the performance evaluation of agricultural super-docking mode, list the general idea and framework of this study; then analyzes the agriculture super-docking mode the concepts, features, and other related theories, and then analyze the development status and economic significance of agriculture super-docking mode, and performance evaluation theory, and from a new perspective of enterprise value to build a performance evaluation index system of agriculture super-docking mode.Agriculture super-docking mode performance evaluation index system is constructed from four aspects of the performance of consumer value, supermarket value performance, performance and co-operatives of farmers value (leading enterprises) value performance. According to the person in charge of Hefei, Bengbu, Huangshan co Jiafu supermarket chains and consumers of agricultural products frontline sales staff, purchase of agricultural products in the supermarket, join the agriculture super-docking mode of co-operatives or the person in charge of leading enterprises and Huangshan Luan dispersed farmers’ field research, the application of Analytic Hierarchy Process (AHP) combined with the expert scoring method assesses the performance and SPSS16.0software-assisted calculation.The results show that the performance evaluation system in the agriculture super-docking mode "Four supermarkets and farmers’ professional cooperatives (leading enterprises) Value performance score value higher, consumers and farmers the value of the performance score low. Among them, the co-operatives (leading enterprises) nurturing of its own brand, transportation convenience and supermarket supply stability significantly enhanced, but the rate of consumer complaints, complaint resolution time and quality of agricultural products monitoring coverage rate is unsatisfactory. Therefore, it is recommended that further agricultural supply chain to strict quality control, attention to consumer demand, and promote the agriculture super-docking model of the real flow and operational performance optimization.