The Empirical Study On "Supermarket-Farmer Direct Purchase" Of High Mountain Vegetable In Enshi

How to improve farmers’income has always been a central issue for our country and society. To achieve the goal of building a well-off society totally, we should find every possible way to improve the income of farmers. It is more important for Enshi, because Enshi is a minority nationality area, a main region assisted by the government. Enshi is rich in high mountain vegetable which is one of the main sources of agriculture income for there farmers. However, influenced by the traditional sales model, high mountain vegetable cannot realize the targets of increasing both in production and revenue, and high quality with high price. So changing the old sales model has become necessary.Based on agricultural products supply chain management and transaction cost theories, by using the methods of questionnaire survey and metrological analysis, this article began its study on what "Supermarket-Farmer Direct Purchase" is, why it should be promoted, whether the region has resources to develop it or not, how the implementation results are, and how to improve the development of it.This article firstly analyzed and summarized the relevant research achievements of the other people, and based on these results it started the whole study. Secondly this paper introduced the main concepts and theories. The third part of this paper analyzed the situation and problems of "Supermarket-Farmer Direct Purchase" in Enshi. With the example of turnip planters, the forth part analyzed the influences of sales model on farmers’net income per acre by using multiple regression, then got the following conclusions:(1) The correlation between "Supermarket-Farmer Direct Purchase" and turnip planters’net income per acre appears positive;(2) In "Supermarket-Farmer Direct Purchase", the instructions from company make a great contribution to improving farmers’income.The development and extension of "Supermarket-Farmer Direct Purchase" needs every participant to build up correct cooperative consciousness, clarify everyone’s responsibilities, and demonstrate team spirit. According to these analyses, this paper made suggestions to the main participants:leading enterprise, government, supermarket, and farmer. This will contribute to the development of "Supermarket-Farmer Direct Purchase", and bring more material benefits for increasing farmers’income in Enshi.