Research On The Benefit Distribution Of Farmer-Supermarket Direct-Purchase Based On Cooperative Game Theory

The development of rural logistics not only has great meaning on promoting agriculture which called the first industry, and at the same time, it is the problem needed to resolve in the process of the Socialist New Countryside construction. To study the circulation of agricultural products is not only significant to the quality safety of household consumption, but also related to the farms' income increase, the circulation efficiency and other related problems. In the practice of agricultural products circulation operation, "Farmer-Supermarket Direct-Purchase" has become the representative which is the new direction of agricultural products circulation development, and has demonstrated gradually their superiority over traditional mode.This paper makes the practical problems in "Farmer-Supermarket Direct-Purchase" mode operations as the key research object, and introduces the generation background, the operation and significance about the new mode. It gives a detail explanation on why we should carry out the distribution of benefits in "Farmer-Supermarket Direct-Purchase" mode, and gets a conclusion that the key distribution of benefits embodied in agricultural products prices. Based on the middle product pricing method, this paper find out the appropriate interest distribution factor interval.Defining the bargaining power of farmers by formula and analysing it, it finds out the factors affect the bargaining power, and proposes the corresponding countermeasures to improve farmers' income.