Study On The Operation Mechanism Of Farmers' Specialized Cooperatives Under Different Supply Chain Models

With the development of the economy,farmers' professional cooperatives are booming.According to their own economic conditions,operating conditions,government support,partners and other factors,farmers' professional cooperatives can take part in different supply chain structures,the income of farmers' professional cooperatives is largely determined by the choice of supply chain structure,thus,it is very important to study the operation mechanism of farmers' professional cooperatives under different supply chain structure.From the perspective of different supply chain structure(the single channel,the dual channel,the multi-channel structure),exploring the factors affecting the operation efficiency of farmer specialized cooperatives.Firstly,under the single channel supply chain dominated by the supermarket,combining with the characteristics of the risk aversion tendency of the farmers' professional cooperatives,the paper discusses the influence of the negotiation status of the farmers' professional cooperatives on the supply chain,this paper investigates the impact of supermarket pricing and the quality of farmers' professional cooperatives on the efficiency of supply chain operations and designs a cost-sharing contract;secondly,the supply chain is extended from the traditional single channel structure to the dual channel structure,and study the influence of the direct selling area on the operation mechanism of the farmers' professional cooperatives,this paper examines the impact of the marketing costs of farmers' professional cooperatives on the level of pricing and quality efforts and designs a price subsidy mechanism to improve the operational efficiency of the supply chain;finally,the supply chain is expanded from a dual channel structure to a multi-channel structure,and study the impact of emerging e-commerce on the farmers' professional cooperative mechanism.The results of research show that:(1)If the market position is more vulnerable,the quality of the farmers' professional co-operatives effort level will be lower;the risk aversion tendency of farmers' professional cooperatives does not affect the utility level of supermarkets,but the utility level of farmers' professional cooperatives will decrease,thus the whole supply chain utility level will reduce;reasonable cost sharing mechanism can realize pareto improvement of utility level and the goal of overall operating efficiency of supply chain optimization.(2)If the direct cost of them is high,the quality of the farmers' professional co-operatives effort level will be lower,the supermarket retail prices and demand also is lower;When the retail price of the supermarket is constant,the quality of the farmers' professional cooperatives in the dual-channel agricultural product supply chain is higher than that of the single-channel agricultural products supply chain;When the cost of direct sales is low,the utility level of farmer's professional cooperatives in the dual-channel agricultural product supply chain is higher than that of the single-channel agricultural product supply chain.Compared with the single-channel agricultural product supply chain,the farmer cooperatives are more inclined to choose the dual-channel agricultural product supply chain;After the government intervenes,reasonable price subsidies can improve the effectiveness of farmers' professional cooperatives and supermarkets.(3)In the multi-channel agricultural supply chain,the demand for direct sales area is obviously lower than the demand of supermarkets,but the utility level of farmer cooperatives is higher than that of supermarkets.In the supermarket-oriented supply chain,when the demand spillover effect is large,the farmer's professional cooperatives can improve their negotiation ability by selecting the multi-channel agricultural product supply chain.Therefore,compared with the dual-channel agricultural product supply chain,the farmer's professional cooperatives should choose the multi-channel agricultural supply chain.The conclusion of this paper has certain practical significance for farmer professional cooperatives,supermarket operation decision and government policy design.On the one hand,in the single channel structure of the supply chain,farmers' professional cooperatives depend too much on the supermarket sales of agricultural products,and farmer cooperatives to achieve to expand their own sales channels and improve the level of utility target,should actively through direct sales area and business platform,the structure of the supply chain efforts to select suitable.On the other hand,in order to cope with the impact of new channels,supermarkets should increase the purchase price of agricultural products,and strive to promote cooperation with farmers professional cooperatives.In addition,the government can vigorously develop the construction of direct sales area and electric business platform for the farmers to create a good external cooperative environment.The government also can increase financial subsidies to encourage farmers to professional cooperatives in the direct selling area to sell agricultural products.