Research Of Farmer-Supermarket Direct-Purchase Based On Revenue Sharing And Its Benifit Distribution

In recent years, a series of the agricultural product circulation problems in our country have been emerging, which has become an obstacle restricting of the agricultural development. Today, prompted by our government’s efforts, farmer-super-market direct-purchase developed rapidly. It transformes the mode of the integrated operation of the production, supply, sales by the traditional production, distribution and sales phase separation which becomes the new direction of the development of China’s agricultural products circulation.This paper analyzes the problems of the traditional agri-product circulation, pointing out that the traditional distribution channels needs improving urgently. And this paper states the farmer-supermarket direct-purchase mode, introduces its main modes、operation development and realistic significance.From the profits perspacetive, this paper builds the farmer-supermarket direct-purchase model. Though studying the optimal expected profits of the chain separately in decentralized decision mode and centralized decision mode from the theoretical level, this paper shows that the centralized decision mode is not only lower the retail price of agri-product than that in decentralized decision mode, but raises more profits of farmer and supermarket.Therefore, this paper proposes a farmer-supermarket direct-purchase mode which based on revenue sharing.In order to study the benefit distribution of farmer and supermarket based on revenue sharing, this paper analys the distribution coefficient from bargaining power and fair distribution. The paper builds a mathematical model.By analyzing the model, we find out the main factors influencing the benefit distribution when farmer chaffer with supermarket are the quality of agriculture products、scale of production、order quantity、market information search cost and so on. Cosindering the input costs and risk-taking are different between farmer and supermarket, an integrated supply chain profit distribution model based on fair entropy is proposed.Then by solving the model, we get the optimal distribution coefficient.