Panjin Ast "Popular Science In Winter" Promotes Agriculture-Supermarket Jointing:a Case Study

With the development of social economy and agricultural productivity vigorously in our country, agricultural products gradually change from the overall shortage to the surplus, leading to the problem of agrarian products’selling difficulties. Meanwhile, the continuous improvement of residents’living standards led to consumer demand for agricultural products having a change from quantity to quality, the new way of agrarian products sales channels and sales constantly emerging, Agriculture-Supermarket Jointing in Panjin city also arises at the historic moment. In 2008, the ministry of commerce and agriculture, the notice of the pilot implementation of Agriculture-Supermarket Jointing and documents issued later, Agriculture-Supermarket Jointing in Panjin city become a pioneer and pathfinder of the event. The next seven years, this activity matures and grows in exploration, from the beginning of the municipal level activities gradually developed upgrades, and even promote in the whole country. This activity has been carried out for 7 years but has not been systematically summarized and analyzed. So the author decided to take the Agriculture-Supermarket Jointing in Panjin city as an example, through field survey, data analysis and literature research methods, to supply chain theory, transaction theory and cooperative economic theory as the theoretical basis, Agriculture-Supermarket Jointing in Panjin city case analysis and countermeasure research, hoping to sum up the development experience, and solve some problems still exist in the development process.Through the study and research of domestic and foreign literature, the thesis summarizes the relevant theory, introducing the status quo of Agriculture-Supermarket Jointing in Panjin city, the characteristics and positive effects of Agriculture-Supermarket Jointing activities in Panjin city are analyzed, and from the supermarket jointing and agricultural producers of these two main body, jointing relationship maintenance, brand building and other aspects summarize problem such as supermarket purchase standard high, clearing cycle length; lack of stability, close relationship; fanners not on time delivery phenomenon is more prominent; agricultural product quality can not be guaranteed. "Agricultural super jointing" market behavior lack of norms, lack of credit mechanism, producer brand awareness is weak, lack of effective management and promotion, lack of technical and special talents are deeply analyzed. On this basis, putting forward the corresponding policy recommendations:first, to strengthen the organization and information construction of farmers; second is to improve the policies and norms of market behavior; third is to strengthen the brand building; fourth is to cultivate special talents. Only these issues are solved, Agriculture-Supermarket Jointing activities in Panjin city can be more perfect, to play a greater role, to better generalize.