Studies On Performance Appraisal And Promotion Strategies Of The Supermarket-farmer Direct Purchase In Harbin

Since the implementation of the contract responsibility system, our supply of agricultural products has been changed from seller’s market to buyer’s market, the relatively backward agricultural products distribution channels has been restricting the develo pment of our agricultural market. Over the years, China’s agricultural products circulation system exists some problems such as excessive circulation, high distribution costs, low circulation efficiency, low flow level of organization, imperfect information networks and so on. Especially under the background of the current downturn economic situation and the volatile prices of agricultural products, the issue of the difficulty of selling and buying agriculture products highlights, falls into the vicious cir cle of cheap vegetables hurting farmers, expensive vegetables hurting people. Therefore, to improve the circulation of agricultural products performance, build good connection channels between field and table,small farmers and big market, we must change the traditional agricultural products circulation channels as soon as possible. Since 2008, farmers and the implementation of a certain extent, to avoid the above problems. On the one hand, the farmers and let farmers and cooperatives direct docking, is beneficial to reduce the cost of circulation and circulation, improve the efficiency of circulation, more conducive to improving the standard of peasants’ organization, information; on the other hand, helps to improve the level of organization and information of farmers. By agreement, large supermarkets and farmers’ professional co-operatives have reached cooperation, successfully improved the cooperative organization degree, and is good for the establishment of cold chain logistics system and quality tracing s ystem. Visible, Supermarketfarmer Direct Purchase is an innovative way of circulation of agricultural products and agricultural products supply chain optimization..Research on the most widely used model: Supermarket-farmer Direct Purchase, in Harbin, Heilongjiang Province, "Farm" and summed up the implementation of the status quo in Harbin docking problems: low level of construction cooperatives, normative, supermarkets settled door grass-high, long time to pay, the two sides cooperate stability poor, ba sed on the above study and in conjunction with reference to the difference between supply chain operations reference model, the Balanced Scorecard model, "Farm" from there, this paper constructs index system for influence Farm performance, and comprehensive use of project analysis, correlation analysis and factor analysis, excluding unreasonable indicators to finalize the 4 first-level indicators and 17 second-level indicators. Then according to Harbin, Heilongjiang Province Farm actual survey data, using fuzzy comprehensive evaluation method in Harbin Farm levels were evaluated, obtained in Harbin agricultural super-docking lower level of performance compared to the cooperatives and supermarkets, supermarket relative performance higher, there is a differenc e between information sharing and low efficiency of logistics cooperatives and supermarkets, Finally, this paper based on the above conclusions, puts forward some suggestions to improve supply chain performance of the "direct cooperation between farmers and supermarkets" policy from the perspective of the government, the cooperatives and the supermarket.