渠道權(quán)力結(jié)構(gòu)和農(nóng)戶公平偏好影響下的“農(nóng)超對接”供應(yīng)鏈運作研究
發(fā)布時間：2018-08-28 15:01
【摘要】：進入21世紀，世界流通產(chǎn)業(yè)迎來了巨大變革，大型連鎖超市在供應(yīng)鏈中的地位得到了大幅提升。在借鑒國外“農(nóng)超對接”供應(yīng)鏈建設(shè)經(jīng)驗的基礎(chǔ)上，商務(wù)部和農(nóng)業(yè)部在2008年聯(lián)合發(fā)布了《商務(wù)部農(nóng)業(yè)部關(guān)于開展農(nóng)超對接試點工作的通知》，組織開展“農(nóng)超對接”試點工作，積極發(fā)展農(nóng)產(chǎn)品現(xiàn)代流通方式。2009年的中央一號文件也強調(diào)“支持大型連鎖超市和農(nóng)產(chǎn)品流通企業(yè)開展農(nóng)超對接”。據(jù)不完全統(tǒng)計，目前全國開展“農(nóng)超對接”的超市連鎖零售企業(yè)已超過800家，參加“農(nóng)超對接”的農(nóng)民專業(yè)合作社超過1.5萬家，直接受益農(nóng)民超過100萬人，70個大中城市生鮮農(nóng)產(chǎn)品經(jīng)超市銷售比重近18％，部分農(nóng)產(chǎn)品實現(xiàn)了24小時內(nèi)從農(nóng)田到超市。以江蘇省為例，江蘇通過“農(nóng)超對接”項目的開展，使直采的蔬菜價格比農(nóng)貿(mào)市場的便宜15%~20%；而作為江蘇本土的大型綜合連鎖超市，蘇果超市從2007年就已經(jīng)開始運作“農(nóng)超對接”項目，目前農(nóng)超對接的商品比例達到了60%~70%。 學(xué)術(shù)界普遍認為，“農(nóng)超對接”供應(yīng)鏈能夠解決我國農(nóng)戶種植與銷售的通路問題，可以減少中間環(huán)節(jié)、增加農(nóng)戶收入、降低生鮮農(nóng)產(chǎn)品市場價格。然而，考慮到我國現(xiàn)有的制度、市場以及生鮮農(nóng)產(chǎn)品特有的“時間專用性”等約束條件，超市和農(nóng)戶之間是近乎壟斷對弱勢的關(guān)系。因此，“農(nóng)超對接”供應(yīng)鏈在實際中也出現(xiàn)了諸如對接雙方關(guān)系仍較松散、農(nóng)戶對接積極性受挫、對接經(jīng)營呈現(xiàn)低效狀態(tài)等現(xiàn)象，也有不少學(xué)者對“農(nóng)超對接”供應(yīng)鏈在我國的發(fā)展前景表示了憂慮�！稗r(nóng)超對接”是我國近年來三農(nóng)政策持續(xù)關(guān)注的重點，研究改善“農(nóng)超對接”供應(yīng)鏈的運作具有較強的現(xiàn)實意義。因此，論文試圖結(jié)合實際，進一步剖析當(dāng)前“農(nóng)超對接”供應(yīng)鏈實際運作困境的產(chǎn)生原因，努力為我國“農(nóng)超對接”供應(yīng)鏈的可持續(xù)發(fā)展提供決策借鑒。 論文首先構(gòu)建博弈數(shù)理模型，分析通道費、交易契約特征、談判權(quán)力等因素在“農(nóng)超對接”供應(yīng)鏈運作中的作用，對于相關(guān)參數(shù)導(dǎo)致收購價格、專用性投資水平、供應(yīng)鏈效用水平等決策變量的變化邏輯進行刻畫；隨后，將農(nóng)戶公平偏好引入與超市的交易過程分析過程，研判公平偏好對于農(nóng)戶行為和超市行為的影響，探究公平偏好造成的供應(yīng)鏈運作偏差；最后，借鑒行為經(jīng)濟學(xué)最新的研究成果，進一步考慮參照點效應(yīng)，力爭在不同參照點框架下更加細致地描繪農(nóng)戶公平偏好的影響。研究結(jié)果表明：（1）收取通道費并非是超市的最優(yōu)策略，在一定條件下，如果超市能夠以收入分享策略與農(nóng)戶合作，將能夠使雙方的收入得到Pareto改進；（2）面對同樣的收購價格，，農(nóng)戶公平偏好將會導(dǎo)致生產(chǎn)質(zhì)量水平的顯著降低，同時農(nóng)戶公平偏好也會迫使超市為了自身利益最大化而讓渡部分收益；（3）如果農(nóng)戶追求過于理想化的公平標準時，高強度的公平偏好將會造成“農(nóng)超對接”供應(yīng)鏈運作的效率損失。 論文研究也為進行管理實踐提供了一系列有價值的啟示：（1）當(dāng)前我國農(nóng)業(yè)生產(chǎn)規(guī)模小，組織化程度低，超市在“農(nóng)超對接”供應(yīng)鏈中必然處于主導(dǎo)地位，如果超市能維持市場公平交易的規(guī)則，那么“農(nóng)超對接”供應(yīng)鏈的持續(xù)發(fā)展將有保證；（2）超市應(yīng)放棄收取包括通道費在內(nèi)的不合理費用，維持市場公平交易的規(guī)則，與農(nóng)戶形成長期穩(wěn)定的合作關(guān)系，從技術(shù)指導(dǎo)、市場運作和品牌建設(shè)等方面給予合作社扶持和指導(dǎo)，提高農(nóng)戶參與意愿，并最終實現(xiàn)“農(nóng)民增收、超市獲利、消費者得實惠”的共贏局面。（3）政府應(yīng)加大對專業(yè)合作社的扶持力度，促進其規(guī)模不斷擴大，增加對其的技術(shù)指導(dǎo)、信息提供以及相關(guān)基礎(chǔ)設(shè)計如冷鏈設(shè)備、質(zhì)量檢測設(shè)備和運輸設(shè)備等硬件方面的投入，進而增強合作社供給高質(zhì)量農(nóng)產(chǎn)品以及與超市談判的能力，實現(xiàn)銷售的主動權(quán)。
[Abstract]:In the 21st century, the world circulation industry has undergone tremendous changes, and the status of large-scale supermarket chains in the supply chain has been greatly enhanced. The No.1 document of the Central Committee in 2009 also emphasized that "supporting large-scale supermarket chains and agricultural products circulation enterprises to carry out agricultural supermarket docking". According to incomplete statistics, there are more than 800 supermarket chains and retail enterprises engaged in "agricultural supermarket docking". More than 15,000 farmers'specialized cooperatives directly benefited more than 1 million farmers. Fresh agricultural products in 70 large and medium-sized cities accounted for nearly 18% of the total sales in supermarkets. Some agricultural products were sold from farmland to supermarkets within 24 hours. Taking Jiangsu Province as an example, through the project of "farmer-supermarket docking", the prices of vegetables picked directly were raised. It is 15% to 20% cheaper than the farmer's market, and as a large-scale comprehensive supermarket chain in Jiangsu Province, Suguo supermarket has been operating the "farmer's supermarket docking" project since 2007. At present, the proportion of farmer's supermarket docking goods has reached 60% to 70%.
Academics generally believe that the "farmer-supermarket docking" supply chain can solve the problem of farmers'cultivation and marketing access, reduce the intermediate links, increase farmers' income, and reduce the market price of fresh agricultural products. Therefore, there are some phenomena in the supply chain, such as the loose relationship between the two sides, the frustration of farmers'enthusiasm for docking, and the inefficiency of docking operation. Many scholars have expressed their worries about the development prospects of the supply chain in China. Agricultural Super-docking is the focus of our country's policy on agriculture, countryside and farmers in recent years. It is of great practical significance to study and improve the operation of the supply chain of Agricultural Super-docking. The sustainable development of chain should be used for reference.
Firstly, the paper constructs a game mathematical model to analyze the role of channel fee, transaction contract characteristics, negotiation power and other factors in the operation of the supply chain of "farmer-supermarket docking". It depicts the logic of the change of decision variables related to the relevant parameters leading to purchase price, specific investment level, supply chain efficiency and water use equality. In the process of analyzing the transaction process with supermarkets, we study the impacts of fairness preference on farmers'behavior and supermarket behavior, and explore the supply chain operation bias caused by fairness preference. Finally, we draw on the latest research results of behavioral economics, further consider the reference point effect, and strive to describe farmers' fairness in a more detailed way in the framework of different reference points. The results show that: (1) Collecting channel fees is not the best strategy for supermarkets. Under certain conditions, if supermarkets can cooperate with farmers through income sharing strategy, the income of both sides will be improved by Pareto; (2) Fair preference of farmers will lead to a significant decline in the level of production quality in the face of the same purchase price. At the same time, farmers'fairness preference will force supermarkets to transfer part of their profits to maximize their own interests; (3) If farmers pursue too idealized fairness criteria, high-intensity fairness preference will cause the efficiency loss of supply chain operation.
The paper also provides a series of valuable enlightenment for the management practice: (1) At present, China's agricultural production scale is small and the degree of organization is low. Supermarket is bound to play a leading role in the supply chain of "farmer-supermarket docking". If supermarkets can maintain the rules of fair trade in the market, then the sustainable development of "farmer-supermarket docking" supply chain will be achieved. (2) Supermarkets should give up collecting unreasonable fees including passage fees, maintain the rules of fair trade in the market, form long-term and stable cooperative relations with farmers, give support and guidance to cooperatives in terms of technical guidance, market operation and brand building, improve farmers'willingness to participate, and ultimately achieve "farmers' income, supermarkets gain" (3) The government should increase its support to professional cooperatives, promote their scale to expand, increase their technical guidance, provide information, and invest in hardware related to basic design such as cold chain equipment, quality testing equipment and transportation equipment, so as to enhance the supply of high-quality farmers by cooperatives. Products and the ability to negotiate with supermarkets to achieve sales initiative.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F326.6
本文編號：2209732
[Abstract]:In the 21st century, the world circulation industry has undergone tremendous changes, and the status of large-scale supermarket chains in the supply chain has been greatly enhanced. The No.1 document of the Central Committee in 2009 also emphasized that "supporting large-scale supermarket chains and agricultural products circulation enterprises to carry out agricultural supermarket docking". According to incomplete statistics, there are more than 800 supermarket chains and retail enterprises engaged in "agricultural supermarket docking". More than 15,000 farmers'specialized cooperatives directly benefited more than 1 million farmers. Fresh agricultural products in 70 large and medium-sized cities accounted for nearly 18% of the total sales in supermarkets. Some agricultural products were sold from farmland to supermarkets within 24 hours. Taking Jiangsu Province as an example, through the project of "farmer-supermarket docking", the prices of vegetables picked directly were raised. It is 15% to 20% cheaper than the farmer's market, and as a large-scale comprehensive supermarket chain in Jiangsu Province, Suguo supermarket has been operating the "farmer's supermarket docking" project since 2007. At present, the proportion of farmer's supermarket docking goods has reached 60% to 70%.
Academics generally believe that the "farmer-supermarket docking" supply chain can solve the problem of farmers'cultivation and marketing access, reduce the intermediate links, increase farmers' income, and reduce the market price of fresh agricultural products. Therefore, there are some phenomena in the supply chain, such as the loose relationship between the two sides, the frustration of farmers'enthusiasm for docking, and the inefficiency of docking operation. Many scholars have expressed their worries about the development prospects of the supply chain in China. Agricultural Super-docking is the focus of our country's policy on agriculture, countryside and farmers in recent years. It is of great practical significance to study and improve the operation of the supply chain of Agricultural Super-docking. The sustainable development of chain should be used for reference.
Firstly, the paper constructs a game mathematical model to analyze the role of channel fee, transaction contract characteristics, negotiation power and other factors in the operation of the supply chain of "farmer-supermarket docking". It depicts the logic of the change of decision variables related to the relevant parameters leading to purchase price, specific investment level, supply chain efficiency and water use equality. In the process of analyzing the transaction process with supermarkets, we study the impacts of fairness preference on farmers'behavior and supermarket behavior, and explore the supply chain operation bias caused by fairness preference. Finally, we draw on the latest research results of behavioral economics, further consider the reference point effect, and strive to describe farmers' fairness in a more detailed way in the framework of different reference points. The results show that: (1) Collecting channel fees is not the best strategy for supermarkets. Under certain conditions, if supermarkets can cooperate with farmers through income sharing strategy, the income of both sides will be improved by Pareto; (2) Fair preference of farmers will lead to a significant decline in the level of production quality in the face of the same purchase price. At the same time, farmers'fairness preference will force supermarkets to transfer part of their profits to maximize their own interests; (3) If farmers pursue too idealized fairness criteria, high-intensity fairness preference will cause the efficiency loss of supply chain operation.
The paper also provides a series of valuable enlightenment for the management practice: (1) At present, China's agricultural production scale is small and the degree of organization is low. Supermarket is bound to play a leading role in the supply chain of "farmer-supermarket docking". If supermarkets can maintain the rules of fair trade in the market, then the sustainable development of "farmer-supermarket docking" supply chain will be achieved. (2) Supermarkets should give up collecting unreasonable fees including passage fees, maintain the rules of fair trade in the market, form long-term and stable cooperative relations with farmers, give support and guidance to cooperatives in terms of technical guidance, market operation and brand building, improve farmers'willingness to participate, and ultimately achieve "farmers' income, supermarkets gain" (3) The government should increase its support to professional cooperatives, promote their scale to expand, increase their technical guidance, provide information, and invest in hardware related to basic design such as cold chain equipment, quality testing equipment and transportation equipment, so as to enhance the supply of high-quality farmers by cooperatives. Products and the ability to negotiate with supermarkets to achieve sales initiative.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F326.6
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