Research On Performance Evaluation And The Influencing Factors Of The Kiwifruit Circulation Channel In Chengdu

Agricultural industrialization is the key to build socialistic new rural area and to solve the three rural problems. With the application of modern production technology in agricultural industry, at this stage the constraints of agricultural industrialization has gradually shifted from the production areas to the circulation areas, the developmental level of the agricultural distribution channels has become an important factor which affects the level of the agricultural industry. The importance of agricultural products distribution channels in agricultural production is that it is beginning with the source of products and ending with consumer, it is the connection relationship between production and consumption, it is the channel through which the agricultural products exchanged in different markets. The distribution channels of agricultural products not only have a profound impact on the agricultural production and circulation status but also affect the distribution benefits involved in the distribution channel members and the safe quality of agricultural products in the circulation process. Therefore it is of great significance to the study the distribution channels of agricultural products. Sichuan Province is the second large province following the Shaanxi Province becoming another region which plants kiwifruit, the kiwifruit exports in Chengdu accounted for40percent of the country’s total exports. Chengdu, as the main plant areas of Sichuan Province, study the distribution channels of kiwifruit will put forward further optimization of innovative kiwi fruit distribution channels, improve the balance of the distribution benefits between the flow of the main subjects, promote the development of the kiwifruit industryIn view of this, based on transaction cost theory, modern logistics principles, we conduct a thorough investigation on the present situation of Chengdu kiwi distribution, in order to evaluate its distribution channels, perform analysis and feasibility suggestions to improve the kiwifruit distribution channels in Chengdu. Firstly, we described the geographical environment of Chengdu, and then elaborated the last three years the basic profiles of kiwifruit cultivar, area and yields. Secondly, we stated the situation of Chengdu kiwi distribution channels involved three parts, that are the current distribution channels of kiwi fruit, statistical description on the main number and scale and analysis about how did they sell kiwifruit. Last we calculated the performance evaluation of Chengdu kiwifruit distribution channels. There were two parts in this chapter, the first part was the evaluation of the operational performance of a variety of distribution channels mode used the efficiency coefficient method, the second part was evaluation of the influencing factors performance of Chengdu kiwifruit distribution used fuzzy comprehensive evaluation method. Finally, we came to suggestions to optimize the distribution channels in Chengdu based on the performance evaluation result and the result of the research on the influencing factors.Through the analysis of the above aspects, we got the following conclusions:(1) in Chengdu, four distribution channels mode, the circulation effect of "farmer+base+agricultural professional cooperatives+entrepreneurs+consumer" is the best, this sales volume of distribution channels mode, the flow of time is shorter, the loss rate is low, the benefits between the main body of the distribution is relatively reasonable. Followed by professional agricultural cooperatives "farmer+at all levels of middlemen+consumers","farmer+consumers and farmers+rural brokers+brokers+at all levels of consumers".(2) on the basic of the analysis about the influencing factors’performance of Chengdu kiwi distribution channels, we got the results which show that overall performance levels of the kiwi distribution channels in Chengdu is low, in these factors involved the quality of kiwifruit, infrastructure construction, market and policy environment, fruit quality and participation level are the key factors which had defective effect on the distribution channels of kiwifruit in Chengdu.In response to these findings, this paper presents suggestions to further optimize the Chengdu kiwi distribution channels. This article asserts:(1) optimize the kiwifruit cultivars, enhance fruit storability;(2) enhance the circulation of agricultural products facilities, promote the fruit circulation channel;(3) strengthen collaboration between the flow of the main body, and improve the construction of modern circulation system;(4) innovate kiwi distribution channels, enhance the flow capacity;(5) improve fruit distribution market regulation, strengthen the government’s control and management functions.