渠道模式、努力投入与生鲜农产品供应链运作效率研究

doi:10.16381/j.cnki.issn1003-207x.2015.12.013

中国管理科学 ›› 2015, Vol. 23 ›› Issue (12): 105-112.doi: 10.16381/j.cnki.issn1003-207x.2015.12.013

渠道模式、努力投入与生鲜农产品供应链运作效率研究

浦徐进^1,2, 范旺达¹, 吴亚¹

1. 江南大学商学院, 江苏无锡 214122;
2. 江苏食品安全研究基地, 江苏无锡 214122

收稿日期:2013-11-01 修回日期:2014-07-16 出版日期:2015-12-20 发布日期:2015-12-31
作者简介:浦徐进(1979-),男(汉族),江苏无锡人,江南大学商学院教授,博士,研究方向:农产品供应链管理.
基金资助:
国家自然科学基金面上项目(71371086),江南大学自主科研计划重点项目(JUSRP51416B)

Study on Channel Mode, Efforts Input & Efficiency of Fresh Agricultural Products Supply Chains

PU Xu-jin^1,2, FAN Wang-da¹, WU Ya¹

1. Business School Jiangnan University, Wuxi 214122, China;
2. Jiangsu Food Safety Research Base, Wuxi 214122, China

Received:2013-11-01 Revised:2014-07-16 Online:2015-12-20 Published:2015-12-31

摘要/Abstract

摘要： 归纳总结我国生鲜农产品供应链三种主要渠道模式的特征和内涵,对比分析不同渠道模式下的生产努力投入、销售努力投入以及供应链效用水平。研究结果表明:(1)农户的风险规避偏好是影响其选择不同渠道模式的关键因素;(2)当农户的风险规避程度较低时,农户应该选择采用自产自销模式,此时的生产努力投入和销售努力投入也较其他模式下更高。而当农户的风险规避程度较高时,加入"农超对接"供应链不仅有利于增进农户效用,而且也能提高生产努力投入和销售努力投入;(3)相比于松散型"农超对接"模式,紧密型"农超对接"模式是一种更优的选择,能够同时提高农户和超市双方的效用水平。

关键词: 生鲜农产品供应链, 模式选择, 农超对接, 努力投入

Abstract: In this paper, the feature and implications of three main different channel modes of fresh agricultural products supply chain in China are summarized. Using game theory approach to build different channel modes, production efforts, sales efforts and the total utility of the supply chain are analyzed. The results show that farmer's risk-aversion preference is the key factor to the choice of different channel modes, when the farmer holds a low degree of risk-aversion, he should choose the "direct to consumers" mode, and production and sales efforts will be higher than others. While the farmer holds a high degree of risk-aversion, it is better for him to take part in the "farmers to supermarket" mode for the reason of a higher utility, and the production and sales efforts will be higher. In particularly, compared with loose-type "farmers to supermarket" mode, symbiotic-type "farmers to supermarket" mode can both improve the production efforts of farmers and the sales efforts of the supermarket. This study will provide a valuable guidance to the decision of fresh agricultural products supply chains.

Key words: fresh agricultural products supply chain, mode choice, "farmers + supermarket", efforts input

中图分类号:

O225
F3064

浦徐进, 范旺达, 吴亚. 渠道模式、努力投入与生鲜农产品供应链运作效率研究[J]. 中国管理科学, 2015, 23(12): 105-112.

PU Xu-jin, FAN Wang-da, WU Ya. Study on Channel Mode, Efforts Input & Efficiency of Fresh Agricultural Products Supply Chains[J]. Chinese Journal of Management Science, 2015, 23(12): 105-112.

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渠道模式、努力投入与生鲜农产品供应链运作效率研究

Study on Channel Mode, Efforts Input & Efficiency of Fresh Agricultural Products Supply Chains

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