Research On Efficiency Evaluation Of Participants In The "Farming-supermarket" Docking Mode

In recent years, with the rapid increase in China’s agricultural production, agriculturalproducts market has changed from a seller’s market to a buyer’s market. In the agriculturalsupply chain, the core business is transferred to the downstream market, and the requirementfor the circulation domain is more and more strict. The principal contradiction of agriculturalindustry further development is transferring from production field to market circulation field.Because of less middle circulation and cost, the “Farming-Supermarket” Docking as anew agricultural product circulation pattern is playing a positive role in increasing farmers’income, promoting the coordination development between urban and rural areas, andpromoting agricultural modernization. But it is still new in China. It must be confronted withconflicts and challenges among traditional small-scale peasant mode and modern retailenterprises, traditional production technology standards and supermarket procurementstandards, and system division and integration of agricultural products supply chain. So, theoperating efficiency especially for the participants has become an important scientific andpolicy problem of whether the ‘Farming-Supermarket’ Docking will continue.Based on the domestic and overseas agricultural circulation system and the relatedtheories, the paper take “farmers-cooperatives-supermarkets’ mode as the object. DEAmethod is used to circulate the efficiency of participants in the mode by three-stage DEAmodel on the basis of the performance evaluation index system.The main research conclusions are as follows:(1)The technical efficiency of different participants in different areas is differentespecially for the farmers, mainly due to the restrictions of the external environment,including economic, natural, and historical conditions.(2)The technical efficiency of the same product in the same area is different in threestages, especially the farmers’ technical efficiency is much lower than cooperatives andsupermarkets.(3)The technical efficiency of different kinds of products in every stage is differentbecause of the requirements about planting, retaining fresh and transportation, especially for many high value-added agricultural products.(4)The overall technical efficiency of different products doesn’t change dramatically.The overall technical efficiency of different kinds of high value-added agricultural products isnearly the same, which is very effective for the promotion and development of“Farming-Supermarket” Docking.