The Study On Re-engineering The Logistics Mode Of Gannan Navel Orange

In recently, the fruit industry has developed rapidly and has become the pillar industry of the rural economy in our country. It plays an important role in the agricultural industry adjustment and increasing farmers’ income and export. but another aspect, there still exist many problems of our country’s fruit industry under the background of the good situation of fruit industry development. Gannan navel orange industry is a pillar industry of the Gannan areas rural economy, made great achievements at the same time also appeared a lot of problems, such as low level of industry organization, industry chain profit distribution among the subjects is not reasonable, brand management confusion, the logistics industry development backward, etc. In the above context, the Gannan orange logistics mode as the research object, Using method of the relevant theories of supply chain management theory and transaction cost theory to analyze how to optimize the Gannan navel oranges logistics mode, to Promote the healthy development of Gannan navel oranges industry, at the same time, expecting to provide reference for development of other domestic area fruit industry. The main content of this paper is as follows:First, to analyze the current situation of the Gannan navel orange industry and logistics industry development. First of all, through field investigation and a large number of literature reading, summarizing development present sit uation about Gannan navel orange industry.After more than 30 years’ development, Gannan navel orange industry has made a lot of achievements, including industry scale constantly expanding, the economic benefit is more and more significant, constantly improve agricultural technology level, marketing system is becoming more and more perfect. But on the other hand, Gannan navel orange industry also has many deficiencies, such as a weak brand management, low level of market organization, scale uneconomical, single variety, storage and processing ability is still inadequate, the logistics system is imperfect and so on. Secondly, to analyze transportation infrastructure facilities, agricultural products wholesale market and the conditions of information and communication facilities of the Gannan navel oranges logisticsdevelopment.And cannot be ignored is the development of Gannan navel oranges logistics is not ideal, there is a lot of shortcomings.Second, to introduce existing six kinds of logistics mode of t he Gannan navel orange,and then compare them, discusses their deficiency. Based on the on-the-spot investigation and classification method about logistics mode of other literature, this article divides the existing logistics mode into six types, including growers+consumers mode, the wholesale market mode, growers+the cooperative mode, growers(production base)+fruit industry company(fruit buyers) mode, production and marketing integration mode, growers(production base)+supermarket mode. Then, through two aspects of transaction efficiency and volume, supply chain management to carry on comparative analysis to the six kinds of mode. We can also found that there are many problems of the existing logistics mode, such as each link management lagging behind, unreasonable distribution of interests of various players, government supporting activities deficiency or excess, lack of main body strength, etc. these problems seriously affect the Gannan navel orange industry’s development.Third, to build a new type of Gannan navel oranges logistics mode.O n the basis of the present situation industry and the existing logistics mode of the Gannan navel orange, the article draw lessons successful experience from the United States “Sunkist” orange and New Zealand “ZESPRI” kiwi fruit, under the guidance of the principle of systemic, adaptability, resource integration, the diversity of mode selection, to build the new logistics mode. In this new mode, growers involved in the circulation field of navel orange by join the cooperative, the Gannan navel orange association as the main body of the model. The model has a dual characteristic of dynamic strength and strong stability.Fourth, to build the security system of the new Gannan navel orange logistics mode.Firstly, the government should take the market as the guidance, study and formulate Gannan navel oranges industrial development strategy, scientific guide industry development, improve investment of the agricultural product logistics infrastructure equipment; Secondly,to set up advance of science and technology support system, improving the technological content of Gannan navel oranges industry; Thirdly, to promote the Gannan navel orange industry development should put the whole quality control as the core, build Gannan navel ora nges quality assurance system; Finally, it is necessary to establish effective marketing system and develop the third party logistics.