Research On The Effect Evaluation Of "Farmer-supermarket Direct Purchase" Based On Cooperative Partners In Supply Chain

The Central Document No.1 proposed to further promote the structural reform of the agricultural supply side in 2017,which pointed out the direction for further improving the quality and efficiency of agricultural supply.As an innovation in the circulation of agricultural products,“farmer-supermarket direct purchase” is an important measure to promote the modernization of agricultural products circulation system.After nearly 10 years of development,the advantage of this mode has gradually emerged,achieving a win-win situation among farmers,supermarkets,and consumers,bringing more connection between production and sales,more flexible market response,and better quality tracking.“farmer-supermarket direct purchase” also revealed outstanding problems such as docking difficulty,uncoordinated cooperation,and unbalanced distribution of income,which made participants doubt the effectiveness of “farmer-supermarket direct purchase”.So,does the“farmer-supermarket direct purchase” have effect on the circulation of agricultural products?How big is the effect? Are there any differences between different types of supply chains?What factors have impact on the effect of “farmer-supermarket direct purchase”? How to optimize the effect of “farmer-supermarket direct purchase” ? Research on these issues will provide a theoretical reference and realistic guidance for monitoring throughout the entire process of “farmer-supermarket direct purchase” and ensure that the individual behavior is consistent with the overall goal of the supply chain.Based on the above background,we selected the fresh agricultural products as the research object,and from the perspective of supply chain partners,follows the route of “status analysis→indicator construction→empirical evaluation→influencing factor analysis→promotion and optimization”:(1)Combining with the theories of supply chain,entrusted agency,scale economies and others,we had a thorough and systematic understanding of the basic issues of “farmer-supermarket direct purchase”.(2)In order to systematically understand the development status of “farmer-supermarket direct purchase” which provides the necessary logical basis and reference system for subsequent evaluation,on the basis of a large number of on-the-spot surveys in many provinces across the country,according to the theory of planned behavior,ordered dependent model was used to empirically analyze the motivation,willingness,behavior,and influencing factors of the participation partners of“farmer-supermarket direct purchase” supply chain.(3)Based on the theory of performance evaluation,we constructed an evaluation index system for the “farmer-supermarket direct purchase” supply chain,and then taking Shandong Province as an example,we evaluated theeffect of “farmer-supermarket direct purchase” supply chain using the three-phase DEA model,and specifically identified the differences in the effect between different supply chains(product,format).(4)We established a theoretical framework that influences the effect of the“farmer-supermarket direct purchase” supply chain,defined the constraints of the“farmer-supermarket direct purchase”,and measured the influence direction and degree of each factor on the effect using the Tobit model and the ISM model.(5)We proposed the relevant institutional arrangements for optimizing the effect of “farmer-supermarket direct purchase” supply chain using the means of incentives and constraints.The main findings are as follows:First,there is a clear difference in the willingness of partners to participate in the“farmer-supermarket direct purchase”.Their willingness to participate is mainly influenced by factors such as docking advantage,docking ability,and external environment.Among them,supermarkets have the strongest willingness to participate.81.7% of supermarkets have a clear willingness to participate.Cooperatives and farmers have a relatively low willingness to participate.Only 64.14% of cooperatives and 59.9% of farmers have a clear willingness to participate,It fully confirmed the supermarket’s core driving role in “farmer-supermarket direct purchase”.Second,using the balanced score card model and the supply chain operation reference model,based on both process and results,we build the evaluation index system of“farmer-supermarket direct purchase” from the dimension of internal management,financial,customer dimension,learning and growth dimensions,docking relationship which contains indicators of three levels.Among them,the internal management dimension examines the comprehensive ability of “farmer-supermarket direct purchase”,the financial dimension examines profitability,the customer dimension examines competitiveness,the learning and growth dimension examines sustainability,and the docking relationship dimension examines coordination capabilities.Third,there is still room for improvement in the overall efficiency of“farmer-supermarket direct purchase”,and there are significant differences in the effects of different types of products and different formats of supermarkets participating in“farmer-supermarket direct purchase”.From the perspective of the sample,the average overall technical efficiency is 0.7310,which is 73.10% of the optimal effect level.The change in efficiency value generally shows an “N” type change.The low efficiency of scale efficiency is the main constraint factor on the efficiency of “farmer-supermarket direct purchase”.In addition,50.64% of samples are in a state of increasing or constant returns toscale,and 84.24% of samples are still not on the frontier of comprehensive technical efficiency.From the perspective of different types of products,the order of efficiency values is: Fruit> Vegetables>Daily Products > Semi-finished Products> Aquatic Products>Meat and Poultry,semi-finished products,meat and poultry and aquatic products are mainly in the period of increasing returns,but the effective units are relatively low.Judging from different formats of supermarkets,comprehensive supermarkets > large commercial supermarkets>specialty shops> community supermarkets> convenience stores,convenience stores are in an inefficient state,but are in a period of rising returns.Fourth,there are different degrees of redundancy or inadequacy in various inputs and outputs of “farmer-supermarket direct purchase”,and there are certain differences between different types of products and different formats of supermarkets.From the perspective of individual indicators,in order to achieve optimal input and output,it is necessary to reduce27.12% of information input and 27.32% of flexible input,and also need to increase the profit margin of 9.62%.In terms of different types of products,the degree of input redundancy and output of fruits is relatively lower while the aquatic products and meat and poultry are higher;from the perspective of different formats of supermarkets,the degree of redundancy and low output of convenience stores is relatively high,the overall investment redundancy of supermarkets and community supermarkets is relatively small,and the overall output of specialty stores is relatively enough.Fifth,the effect of “farmer-supermarket direct purchase” is influenced by the four factors of supply chain formation,operation,management and supervision,and the influence direction and degree of different factors are different.Among them,logistics facilities,delivery inspection,settlement payment and business capability are direct surface factors;pricing methods,staffing,penalties for breach of contract and revenue sharing are intermediate indirect factors;cooperation understanding,willingness to cooperate,cooperation methods,and rules and regulations are deep rooted factors.Sixth,the improvement and optimization of the “farmer-supermarket direct purchase”should include three aspects: standardize the behavior of cooperative partners,upgrade the evolutionary supply chain and optimize the external environment.From the individual perspective of the supply chain,the behavior of farmers,cooperatives and supermarkets in different aspects should be standardized.From the perspective of the supply chain as a whole,it is necessary to promote the evolution of the supply chain by promoting the in-depth development of the supply chain,promoting the coordinated development of the supply chain,promoting the fair development of the supply chain and promoting the sustainabledevelopment of the supply chain.From the external perspective of the supply chain,we should fully use the government’s external support and related organizations’ help.