Study On The Performance Evaluation Of The "Agriculture Super Docking" Model In Yantai City

In recent years, with the rapid development of agricultural economy and agricultural pattern of our country entered a new stage, agricultural development from paying attention to the traditional cultivation of agricultural products gradually to pay attention to the circulation of agricultural products, agricultural products supply chain also has been the rapid development. And for the supply chain of agricultural products, market of agricultural products freshness, quality have become increasingly demanding, circulation and marketing of agricultural products face greater challenges."Agriculture super docking" as a new type of agricultural product circulation pattern, the reduction in the intermediate circulation of agricultural products, reduce the cost of circulation, increase the income of farmers, will play a positive role in promoting the coordinated development of urban and rural areas and promoting the modernization of agriculture and other aspects. The theory of "agriculture super docking" model can achieve the supermarket profit of farmers consumer income, consumer safety win-win situation, but in reality in the development of China’s development model of "agriculture super docking" is still in the initial stage, is bound to face "of traditional agricultural production mode of modern retail enterprises docking, the traditional production technology standards and supermarket procurement standards, between the system partition and the agricultural products supply chain integration and many other conflicts and therefore, the operating efficiency of the challenge, especially the participants’ performance has increasingly become important department of agriculture super docking" model can sustainable operation down science and policy Problem.Yantai City as a big agricultural city in Shandong, since 2010 actively explore "agriculture super docking" model, and achieved certain results. But so far of Yantai City "agriculture super docking" model research, especially on the performance, including the main performance research and theoretical results in very little.Based on this, this paper after summarizing and studying on the basis of the domestic and foreign research and theory, combined with Yantai "agriculture super docking" model development present situation, through field research and access to relevant statistical data, to Yantai "agriculture super docking" model in the typical "farmer supermarket" model(i.e., every Yue mode) as the research object, in the establishment of performance evaluation index system based, using the fuzzy analytic hierarchy process(FAHP), in "farmer supermarket" model mainly involved in the performance level of the main calculation analysis.The main conclusions of this paper are as follows:1. Yantai City, agricultural super docking mode overall performance level, there is still much room for improvement.2. Yantai City "agriculture super docking" model under the high return rate of investment and the value of the agricultural product value-added rate, ensure product freshness and supply stability, but there is no obvious advantage in cost control and higher loss rate in agricultural products, "agriculture super docking" products in the market did not highlight the characteristics, "agriculture super docking" cooperation mechanism is not perfect and other major issues.3. Yantai City "agriculture super docking" model of household income increases, agricultural products quality has also been improved, but farmers in the standardization of production, access to market information, to participate in agricultural super docking training, market reaction and new varieties and new technology application there is a big problem.4. Yantai city "agriculture super docking" mode supermarket performance is significantly higher than the performance of farmers.According to the participation of the main performance evaluation system analysis are obtained. According to the results and put forward corresponding suggestions on optimization, not only of Yantai City "agriculture super docking" model of development has practical significance, on the mode of "agriculture super docking" development in other areas in our country also has great reference significance.