| In recent years,"Agriculture, Countryside and Farmer" issues are the focus problems to reform in China, fresh vegetables occupies an important position in agricultural production. They are not only consumer indispensable food in daily life but also the farmers’ important income source. The cost of fresh vegetables can be greatly reduced and we can control the quality and safety of vegetables from the production link though efficient and orderly circulation, which is not only advantageous to the improvement of people’s living standard, more important, it is advantageous to maintain the stability of the society, so circulation problem of fresh vegetables is more and more important.This paper firstly evaluates the disadvantages of the fresh vegetables’traditional and "Farmer+Supermarket Integration Purchase" and the emerging supply chain modes in Beijing, and analyzes the existing problems of the three kinds of supply chain modes; Secondly "Farmer+Supermarket Integration Purchase " mode is optimized with the application of supply chain management optimization theory, and based on this, the paper puts forward a new type of fresh vegetables supply and marketing mode--"Farmer+Consumer Integration Purchase" supply chain mode, then researches the meaning, characteristics, constraint condition, the realistic meaning and the specific operation process of the new mode; Finally the paper uses operation entropy theory to evaluate the traditional mode,"Farmer+Supermarket Integration Purchase" mode and "Farmer+Consumer Integration Purchase" mode combing with fresh vegetables circulation characteristics, and at last proves that "Farmer+Consumer Integration Purchase" mode is the best choice advantage from the view of the quantitative. The result of this paper is expected to give some proposal to the optimization of circulation pattern of fresh vegetables in Beijing. |
