The Empirical Study On The Circulation Efficiency Of Gannan Navel Orange Agricultural Products

The "Three Rural Issues" has been a great importance issue that attached by our nationalgovernment.Since2004, the “No.1Document of Central Government”are concerned about the "3rural issues"for9consecutive years.In2012, the “No.1Document of Central Government”concerns the "3rural" issues once again.The "3rural issues" is being such closely watched,that itmakes the rural logistics and the logistics of agricultural products are also increasingly attention.However the high cost of circulation, the low circulation efficiency caused by the gap betweenproduction and marketing channels, the poor circulation and the ineffective information oftenmake the damage to the farmers’ interests have occurred. So the agricultural product circulationproblems related to the development of China’s agricultural economy, guarantee the income of thefarmers and promoting the development of rural sustained and stable.The level of the circulation efficiency is a prerequisite that affected people obtain economicbenefits. With the improvement of agricultural production technology, the agricultural productionalso increased yearly, however as the Gannan navel orange production circulation in separation,high circulation cost, and low circulation efficiency, it often makes farmers in the harvest yearsfacing the difficulties that increasing output without increasing interests. Whether the distributionchannels smooth or not, and the level of the transaction costs will directly affect the efficiency ofGannon navel orange distribution, and thus will affect the income of Gannan navel orangegrowers. The current circulation channel mode of Gannan navel orange shows diversifiedcharacteristics, different types of distribution channels has different costs, time and loss.The results of this study are as follows:○1Using AHP to study the Gannan navel orange fruitgrower how to chose the circulation channel, we found that the main factors influencing theGannan navel orange farmers choose the circulation channel are convenience, benefit and thetransaction cost;○2Using data envelopment analysis evaluating Gannan navel orange circulationefficiency，the result is that the Gannan navel orange circulation efficiency is a non effectivegenerally ". And in this paper we found that model of “Gannan navel orange farmers+company"circulation channel has a higher effective rate than other two kind of channel pattern, and wefound through the scale efficiency DEA model, the analysis showed that the different fruitcirculation channel has different types of scale efficiency.○3According to the main factors whichconsidered by the Gannan navel orange farmers to choosing a circulation channel we put forwardsome corresponding suggestions in order to improving the efficiency of circulation, the incomes ofGannan navel orange farmers, and promoting Gannan navel orange industry development.