Research on the channel structures, members’ efforts and operational efficiency under fresh agricultural products supply chain
(2.Jiangsu Food Safety Research Base, Wuxi, Jiangsu 214122)
(3.Jiangsu Food Safety Research Base, Wuxi ,China 214122)
【Abstract】This paper summarizes the features and connotations of three key channel structures of fresh agricultural products supply chain in China and comparatively analyzes the production effort, sales effort and supply chain operational efficiency under channel structures. The results show that (1) the farmers’ risk aversion is a key factor for affecting the channel choice of farmers; (2) when such risk aversion is low, the farmers are willing to choose the direct-to-consumer “farmers + supermarket,” resulting in higher production efforts and sales efforts. When such risk aversion is high, joining “farmers + supermarket” channel structure can help increase not only farmers’ utilities but also production effort and sales effort; (3) compared with the loose channel structure of “farmers + supermarket” supply chain, the symbiotic type is always a better choice for farmers and supermarket because it can raise the utilities of both farmers and supermarkets simultaneously.
【Keywords】 fresh agricultural products supply chain; channel choice; “farmers + supermarket”; members’ efforts;
(Translated by ZHANG guoqing)
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