Research On The Relationship Between Nodes In The Distribution Channels Of Agricultural Products Based On SCM

Professor Louis W.Stern,an authority scholar in marketing channel research,once pointed out: "We now have a general consensus that marketing channels are the key to any company that wants to be successful in China." China is the largest producer and consumer of agricultural products in the world.The circulation of agricultural products is related to the survival and development of agriculture and agro-related enterprises(or individuals).However,the long-existing economic development thinking of "heavy cities,light rural areas" and "re-production and light circulation" in the era of planned economy is the main reason for the formation of the dual economic structure.On the basis of the dualistic structure of the national economy,a dual urban-rural market structure has been formed.On the one hand,it is an urban market system with complete infrastructure and a complete system,on the other hand,a rural market system with a lack of infrastructure and a complete system.This kind of layout will eventually lead to the segmentation of urban and rural markets,leading to the imbalance of urban and rural markets.On the one hand,the rural market can't get the proper development.On the other hand,urban markets will surely be lagged behind in the rural market after their development reaches a certain limit a bottleneck constraints.In order to solve this development dilemma,scholars innovate the traditional mode of distribution channels of agricultural products from different perspectives and successively put forward such measures as "agricultural super-docking”,“rural business docking”,"rural food docking" and "peasant household docking".However,in the process of practice,it is found that these channel models generally have the problem of high default risk between channel subjects and inefficient channel distribution.Based on the analysis of the status quo and existing problems of nodes in agricultural product distribution channels,this paper uses the concept of integration,cooperation,collaboration and sharing in supply chain management to construct a mutually beneficial and win-win node for risk sharing and profit sharing.This can effectively solve the problem of high default risk and inefficient distribution of channels among the main channels of circulation of agricultural products so as to realize a win-win situation for farmers to increase their incomes and improve the quality of life of urban residents.