农超对接的现状及问题研究大连市金州区为例
目录
ABSTRACT
Into the 21st century the rapid development of agricultural modernization and ways from the traditional sales centralization on the supply of agricultural products to diverse changes. Consumer demand has gradually diversified. Along with scientific and technological progress,growing technology updates,resulting in substantial growth in agricultural productivity. But because of other factors such as information asymmetry leads to some fault is formed between the supply and marketing of agricultural products. Meanwhile: "farm supply and marketing model appeared in part to resolve the gap between supply and marketing of agricultural products. However,the farm is still in the process there is a concern,such as logistics and transport problems, farmers and the difference in status between the supermarket and the product quality assurance,and so on. Paper links farm model to study the role of marketing channels in China,select the farm the typical channels of sales
*好棒文|www.hbsrm.com +Q: ^3^5`1^9`1^6^0`7^2#
ce in status between the supermarket and the product quality assurance,and so on. Paper links farm model to study the role of marketing channels in China,select the farm the typical channels of sales of agricultural products and to place the actual case as an example of evidence of data, more useful for understanding farm means and merits,vivid,and the depth and breadth of research questions. This research of meaning: (1) research "agricultural Super docking" on rich currently marketing channel theory has larger of theory meaning (2) research "agricultural Super docking" conducive to established modern products circulation system, promote urban and rural and manpower development (3) research "agricultural Super docking" conducive to promoted agricultural supply chain gradually perfect development (4) promote market of harmony stable development, achieved parties benefit total win
Key words: Butt farm；Marketing channels；Marketing of agricultural products circulation
一、前言
（一）研究背景
伴随着农业的现代化发展，农产品的供应方式逐渐由一元化向多元化转变，消费者的消费需求也逐渐变得丰富。与此同时“农超对接”这一全新的模式则重新定义产品供应渠道并且极大的促进农产品产销一体化的进程。农民不用再为农产品的外销而犯愁，同时广大消费者不用为产品的安全问题而担忧[1]。而这一政策的推行对于广大农民、消费者以及商场均由不同的影响，不仅正面的促进了产销一体化的发展，随之而来也伴随着诸多问题有待于研究并解决。
自1978年开始，我国大力推行关于农业的改革，从根本上推动了我国农业产业的进步和发展，而我国农产品的流通模式也从以前的凭票供应，统购和统销向市场化转型，逐步开放市场竞争[2]。由于市场竞争自身具有的缺点往往不仅导致农民在经济上有所损失，而且消费者往往也难以购买到心仪的产品而发愁。中间商、批发商、次级批发商、零售商等层层过度也导致产品价格质量难以让消费者满意。在此背景下“农超对接”这一种全新的产销模式应运而生[3]，由超市对接广大农户，超市创新采购模式跨越以往交易过程，与农户进行直接对接。不仅降低中间差价，解决农民增收问题，同时也有利于产品品质提升，获取质优价廉的产品提供广大消费者。不仅对于上游的农户还是交易终端的消费者来说都是十分利好的流通模式[4]。
但是伴随着“农超对接”模式的进一步发展，也逐渐暴露出诸多问题，作为一种新生事物，该模式的发展必然存在一定的问题，因此要从现有模式中发现其自身存在的问题，同时针对存在的问题寻求相应的
ABSTRACT
Into the 21st century the rapid development of agricultural modernization and ways from the traditional sales centralization on the supply of agricultural products to diverse changes. Consumer demand has gradually diversified. Along with scientific and technological progress,growing technology updates,resulting in substantial growth in agricultural productivity. But because of other factors such as information asymmetry leads to some fault is formed between the supply and marketing of agricultural products. Meanwhile: "farm supply and marketing model appeared in part to resolve the gap between supply and marketing of agricultural products. However,the farm is still in the process there is a concern,such as logistics and transport problems, farmers and the difference in status between the supermarket and the product quality assurance,and so on. Paper links farm model to study the role of marketing channels in China,select the farm the typical channels of sales
*好棒文|www.hbsrm.com +Q: ^3^5`1^9`1^6^0`7^2#
ce in status between the supermarket and the product quality assurance,and so on. Paper links farm model to study the role of marketing channels in China,select the farm the typical channels of sales of agricultural products and to place the actual case as an example of evidence of data, more useful for understanding farm means and merits,vivid,and the depth and breadth of research questions. This research of meaning: (1) research "agricultural Super docking" on rich currently marketing channel theory has larger of theory meaning (2) research "agricultural Super docking" conducive to established modern products circulation system, promote urban and rural and manpower development (3) research "agricultural Super docking" conducive to promoted agricultural supply chain gradually perfect development (4) promote market of harmony stable development, achieved parties benefit total win
Key words: Butt farm；Marketing channels；Marketing of agricultural products circulation
一、前言
（一）研究背景
伴随着农业的现代化发展，农产品的供应方式逐渐由一元化向多元化转变，消费者的消费需求也逐渐变得丰富。与此同时“农超对接”这一全新的模式则重新定义产品供应渠道并且极大的促进农产品产销一体化的进程。农民不用再为农产品的外销而犯愁，同时广大消费者不用为产品的安全问题而担忧[1]。而这一政策的推行对于广大农民、消费者以及商场均由不同的影响，不仅正面的促进了产销一体化的发展，随之而来也伴随着诸多问题有待于研究并解决。
自1978年开始，我国大力推行关于农业的改革，从根本上推动了我国农业产业的进步和发展，而我国农产品的流通模式也从以前的凭票供应，统购和统销向市场化转型，逐步开放市场竞争[2]。由于市场竞争自身具有的缺点往往不仅导致农民在经济上有所损失，而且消费者往往也难以购买到心仪的产品而发愁。中间商、批发商、次级批发商、零售商等层层过度也导致产品价格质量难以让消费者满意。在此背景下“农超对接”这一种全新的产销模式应运而生[3]，由超市对接广大农户，超市创新采购模式跨越以往交易过程，与农户进行直接对接。不仅降低中间差价，解决农民增收问题，同时也有利于产品品质提升，获取质优价廉的产品提供广大消费者。不仅对于上游的农户还是交易终端的消费者来说都是十分利好的流通模式[4]。
但是伴随着“农超对接”模式的进一步发展，也逐渐暴露出诸多问题，作为一种新生事物，该模式的发展必然存在一定的问题，因此要从现有模式中发现其自身存在的问题，同时针对存在的问题寻求相应的
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