The Study On The Fresh Agricultural Products' Circulation Model In Beijing

According to the data published by Beijing Statistical Yearbook 2010, the markettransactions of fresh agricultural products in Beijing amounted to 113.93 billion yuanin 2009,accounting for about 2.14% of annual retail sales. This proportion does notseem high, but the fresh agricultural products consumed by the residents is thenecessities of daily life which are purchased in high frequency, so the condition of thefresh agricultural products' circulation not only related to the residents' quality of lifebut also related to the operational efficiency and quality of Beijing's entire economy,and it also affect the capital's image and reputation as an international modernmetropolitan city.In recent years, thanks to the strong support and guidance by the government, thenetwork to distributes fresh agricultural products which covering urban and ruralareas has been initially established in Beijing. However, with the continuousdevelopment of the national economy and upgrade of residents' consumption structure,the consumers put forward higher requirements to the circulation of fresh agriculturalproducts, that is to build new and efficient fresh agricultural model through which theconsumers can enjoy unpolluted and rich variety of fresh agricultural products intimely. However, the circulation of fresh agricultural products in Beijing are still existmany problems under the current model, such as excessive circulation links, high costand the lack of quality security. This leads to a fact that the consumer's demand for thehealthy, environmental protected and high quality fresh agricultural products cann'tbe satisfied. Therefore, the study on the circulation models of the fresh agriculturalproducts in Beijing has very important theoretical and practical significance.This study based on the site visits to wholesale markets and retail markets of thefresh agricultural products in Beijing, and it combined with the relevant datas anddocumentations published by the National Bureau of Statistics, the Beijing Bureau ofStatistics, the Ministry of Commerce and the Development and Reform Commission;and it also refers to the advanced circulation model of fresh agricultural products indeveloped countries, then it conducted studies on the problems of the currentcirculation model of fresh agricultural products in Beijing and suggest some relatedcounter measures.Specifically, the writing framework of this paper is as follows: firstly, theintroduction chapter elaborates the background of this study, its purposes and significance, and its relevant literature review, etc. Then, the second and the thirdchapters focus on the status quo of the production and circulation of fresh agriculturalproducts in Beijing, and the circulation problems exist in the fresh agriculturalproducts; the fourth chapter analyze three advanced international circulation model offresh agricultural products, and make a deep study on their successful experiences andthe enlightenment that can be derived; the fifth chapter proposed innovative views onthe selection of fresh agricultural products' circulation model in Beijing, and then itpoints out that there are three circulation model prospect bright futures, that is thewholesales operators-oriented model, the chain supermarket-oriented model, and theprocessing enterprises-oriented model. Finally, the paper make some suggestions onhow to build a new circulation model of fresh agricultural products in Beijing, whichpart is the crowning touch to this paper.