The Research On The Performance Of Fresh Agricultural Product Supply Chain Led By Chain Supermarkets

Increasing farmers’ income is the core to crack the "three rural issues". The smoothrealization of the value of agricultural products is fundamental to protect farmers’ income.In recent years, there are some peculiar phenomena in the agricultural market such as"intermediate laughing, the two calling", and the coexistence of difficult and high pricesof agricultural products. The agricultural product quality and safety issues make thecirculation of agricultural products become the focus of the community. As consumers’daily necessities, the particularity that fresh agricultural products are easy to damage, rotand be polluted increase the complexity of the circulation. The development of the theoryabout the supply chain and the rapid rise of the large supermarket chains provide a newway of thinking for the circulation of fresh agricultural products. How to apply the theoryof supply chain management to solve the efficiency of the flow of fresh agriculturalproducts, cost, and quality and safety of fresh agricultural products has gradually becomea new research focus.The first chapter introduces the research background and significance of the topic,and also combs and comments the relevant literature. We find that the studies insupermarket-led fresh agricultural supply chain limited to theoretical analysis andqualitative research. This article attempts to achieve a breakthrough in the angles andmethods of the study. The second chapter defines the related concepts of this paper anddescribes the theoretical basis of this paper, including supply chain management theoryand fuzzy theory.Chapter three analyzes the fresh agricultural products supply chain theoretically. Wediscuss the reason of the supermarket as the leading enterprises of fresh agriculturalsupply chain and the pattern of the supermarket-led fresh agricultural supply chain. Basedon the theoretical analysis of supermarket-led of fresh agricultural supply chain model inchapter three, we survey supermarkets selected from the integrated model, contract modeand alliance mode and its supply chain partners and make the empirical research in use offuzzy analytic hierarchy process. On comparative analysis of the performance of the threemodes, the most comprehensive performance is integrated mode, and the lowest isalliance mode. The performance of the information management, the management ofcooperative members, the consumer management and the financial management in threemodes are all very low. In the end of this chapter, we analyze the reason for lowperformance of the second indicators which exist in all three modes. Chapter fivesummarizes the conclusions of this study and makes some suggestions for the threemodes such as building full traceability information system, setting up the effective coordination mechanisms, strengthening consumer awareness, promoting the upgrade oflogistics system and strengthening the quality and safety management.