渠道权力结构和农户公平偏好影响下的“农超对接”供应链运作研究

发布时间：2018-08-28 15:01

【摘要】：进入21世纪，世界流通产业迎来了巨大变革，大型连锁超市在供应链中的地位得到了大幅提升。在借鉴国外“农超对接”供应链建设经验的基础上，商务部和农业部在2008年联合发布了《商务部农业部关于开展农超对接试点工作的通知》，组织开展“农超对接”试点工作，积极发展农产品现代流通方式。2009年的中央一号文件也强调“支持大型连锁超市和农产品流通企业开展农超对接”。据不完全统计，目前全国开展“农超对接”的超市连锁零售企业已超过800家，参加“农超对接”的农民专业合作社超过1.5万家，直接受益农民超过100万人，70个大中城市生鲜农产品经超市销售比重近18％，部分农产品实现了24小时内从农田到超市。以江苏省为例，江苏通过“农超对接”项目的开展，使直采的蔬菜价格比农贸市场的便宜15%~20%；而作为江苏本土的大型综合连锁超市，苏果超市从2007年就已经开始运作“农超对接”项目，目前农超对接的商品比例达到了60%~70%。学术界普遍认为，“农超对接”供应链能够解决我国农户种植与销售的通路问题，可以减少中间环节、增加农户收入、降低生鲜农产品市场价格。然而，考虑到我国现有的制度、市场以及生鲜农产品特有的“时间专用性”等约束条件，超市和农户之间是近乎垄断对弱势的关系。因此，“农超对接”供应链在实际中也出现了诸如对接双方关系仍较松散、农户对接积极性受挫、对接经营呈现低效状态等现象，也有不少学者对“农超对接”供应链在我国的发展前景表示了忧虑。“农超对接”是我国近年来三农政策持续关注的重点，研究改善“农超对接”供应链的运作具有较强的现实意义。因此，论文试图结合实际，进一步剖析当前“农超对接”供应链实际运作困境的产生原因，努力为我国“农超对接”供应链的可持续发展提供决策借鉴。论文首先构建博弈数理模型，分析通道费、交易契约特征、谈判权力等因素在“农超对接”供应链运作中的作用，对于相关参数导致收购价格、专用性投资水平、供应链效用水平等决策变量的变化逻辑进行刻画；随后，将农户公平偏好引入与超市的交易过程分析过程，研判公平偏好对于农户行为和超市行为的影响，探究公平偏好造成的供应链运作偏差；最后，借鉴行为经济学最新的研究成果，进一步考虑参照点效应，力争在不同参照点框架下更加细致地描绘农户公平偏好的影响。研究结果表明：（1）收取通道费并非是超市的最优策略，在一定条件下，如果超市能够以收入分享策略与农户合作，将能够使双方的收入得到Pareto改进；（2）面对同样的收购价格，，农户公平偏好将会导致生产质量水平的显著降低，同时农户公平偏好也会迫使超市为了自身利益最大化而让渡部分收益；（3）如果农户追求过于理想化的公平标准时，高强度的公平偏好将会造成“农超对接”供应链运作的效率损失。论文研究也为进行管理实践提供了一系列有价值的启示：（1）当前我国农业生产规模小，组织化程度低，超市在“农超对接”供应链中必然处于主导地位，如果超市能维持市场公平交易的规则，那么“农超对接”供应链的持续发展将有保证；（2）超市应放弃收取包括通道费在内的不合理费用，维持市场公平交易的规则，与农户形成长期稳定的合作关系，从技术指导、市场运作和品牌建设等方面给予合作社扶持和指导，提高农户参与意愿，并最终实现“农民增收、超市获利、消费者得实惠”的共赢局面。（3）政府应加大对专业合作社的扶持力度，促进其规模不断扩大，增加对其的技术指导、信息提供以及相关基础设计如冷链设备、质量检测设备和运输设备等硬件方面的投入，进而增强合作社供给高质量农产品以及与超市谈判的能力，实现销售的主动权。
[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.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F326.6

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