Research Of Farmer-Supermarket Direct-Purchase Benifit Distribution Based On Revenue Sharing

As a new way for agricultural products to circulate, farmer-supermarket direct-purchase has drawn increasing attention of many scholars. It’s called a reform of agricultural development in our country, because it makes farmers gain more, and the quality of agricultural products supermarket purchases is more reliable. In addition, farmer-supermarket direct-purchase can protect consumers’ rights, and it makes a win-win situation among farmers, supermarkets and consumers. As farmer-supermarket direct-purchase appeared, farmers can contact the supermarket directly. It improves the position of farmers, and will maintain the relationshipbetween farmers and supermarkets. On the other hand,it reduces the intermediate links of agricultural products.So unnecessary losses of agricultural products will be avoided, and procurement costs will be reduced.In real life, to make farmer-supermarket direct-purchase mode operate effectively, the key depends on whether benefit distribution is fair and reasonable. If the interests are allocated fairly and reasonably, farmers and supermarkets will be more close on cooperation and more profits will be created. Finally, it will form a virtuous cycle, and farmer-supermarket direct-purchase mode will work efficiently all the time. The article is based on this idea, and establish two different models in perspective of benefit distribution. We establish the model while the demand of agricultural products is influenced by the effort. By solving the model, we found that under the factor about effort, the circulation pattern of farmer-supermarket direct-purchase can’t be harmonized by the revenue sharing contract.On this basis, this paper considers the method of incentive mechanism, through incentive, raise the level of the supermarket sales promotion efforts. Therefore, this paper establishes the incentive mechanism model based on the distribution of benefits,we solve and analysis the model,and found in the incentive measures, this method can coordinate the supply chain effectively. Finally the reason of the first method can not coordinate the supply chain are analyzed.