Research On Optimization Of Rural Circulation Supply Chain In E - Commerce Environment

"Three rural problems" has been focused on the important issues for the Chinesegovernment in recent years, the development of rural circulation industry is the key tosolve the "three rural problems". High loss rate of agricultural product circulationprocess, farmers increase income and rural become fertile ground for fake and inferiorproducts illustrates the current supply chain still exist many problems in the rural areas.Rural circulation in the supply chain optimization in the modernization of Chineseagriculture and rural economic development and increase farmers’ income is of greatsignificance. At present, the study of rural circulation supply chain mainly focuses onthe study of agricultural products supply chain, the study of means of agriculturalproduction and rural commodity supply chain is also less. The rapid development ofelectronic commerce poses challenges to the development of rural circulation supplychain at the same time also brought opportunities. Formal opportunity this backgroundis put forward in this paper.Based on analyzing the present situation and problems of China’s rural circulationin the supply chain, it is concluded that the cause of China’s rural circulation supplychain behind a number of reasons, and based on the analysis of the results from thecountryside circulation organization, rural lo gistics technology and three aspects toimprove the government policies, in the end, the rural circulation, supply chainoptimization model is put forward for the reform of rural circulation in China provides atrain of thought. Article altogether is divided into six parts: the first part is theintroduction part, mainly elaborated the paper research background, domestic andforeign research status about the rural circulation of the supply chain, and articles. Thesecond part is basic theory part, mainly introduces some articles related theoreticalknowledge including logistics supply chain, supply chain, circulation. The third part isthe present situation of research, mainly analyzes the present situation of our ruralcirculation, supply chain and use the bones diagram analysis of the existing problems ofseveral reasons, one of the main reasons of rural circulation organization lack of scale,backward technology and government on the rural circulation. The fourth part is thefocus of the article, mainly through the circulation of rural organizations, the ruraldistribution system and three aspects to improve the government policies, in order tooptimize supply chain rural circulation. In rural circulation organization under the environment of electronic commerce was put forward to the "company and ruraleconomic cooperation organization, the third party logistics" as the organization modelof logistics of agricultural products, in order to "company and circulation of ruraleconomic cooperation organization" as a logistics organization mode and means ofagricultural production in order to "rural supermarket chain" as the organization modeof the rural consumer goods logistics. In the aspect of logistics distribution system tobuild the rural distribution netwo rk structure, management system structure andtechnical support. The fifth part has established the rural circulation of the supply chainoptimization model works and to increase the profit of rural circulation, supply chainand improve supply chain coordination and increase farmers’ income three goalsoriented supply chain using the AHP analytic hierarchy process (AHP) to construct therural circulation evaluation index system, finally using the evaluation index system toevaluate supply chain optimization model of rural circulation. The sixth part is theconclusion part.In this paper, the main innovation points are put forward "farmers eco nomiccooperation organization and leading enterprises and the third party logistics" of theagricultural products supply chain organization mode and rural chain operation of ruralcommodity organization pattern; The library technology in the application ofagricultural products distribution and to increase the profit of rural circulation, supplychain and improve supply chain coordination and three targets as the guidance toincrease farmers’ income by using AHP analytic hierarchy process (AHP) of theconstruction of the evaluation index system of the rural circulation of supply chain.