超市发展对我国农产品流通的影响研究

上海交通大学硕士学位论文超市发展对我国农产品流通的影响研究姓名：徐海晶申请学位级别：硕士专业：农业经济管理指导教师：于冷20070117iiiiiiRESEARCHONTHEIMPACTSUPERMARKETDEVELOPMENTHASONAGRICULTURALPRODUCTSMARKETINGANDDISTRIBUTIONABSTRACTSupermarketsthriveonretailingfreshagriculturalproductsintherecentyears,whichhaveconsiderableimpactondealersinconventionalchannelssuchaswetmarkets.Thepaperstudiedtheimpactsupermarketshaveonagriculturalmarketanddistribution,andprovidedtheoryreferencetogovernmentpolicyestablishmenttoagricultureandsuggestiontosupermarketenterprisestoenhancetheircompetitiontoagriculturalproductsdealing,sothatagriculturemarketanddistributioncanbemoreeffectiveandrisingdemandfromconsumerscanbesatisfied.HerewehaveflourishingShanghaicityasexampletoresearchsupermarketandwetmarketaswellasconsumersbyquestionnaire.Basedonthedatacomparisonwasmadebetweentwomajormarketsinthetermsofretailprice,variety,consumer,supplychainandqualitysafemanagement,andthesituationandissueofagriculturalproductsmarketanddistributioninsupermarketswasanalyzed..Theagriculturalproductspricesinsupermarketarecomparabletothatinconventionalwetmarket,andsomeareevenlower.Thedeferenceivbetweenthemisanalyzedwithshorttermequilibriumtheory.Supermarketischangingconsumers’customtopurchaseagriculturalproducts,butitcannotreplacewetmarketsintheshorttime.Theagriculturalproductsonsaleinsupermarketsareelaboratedandstandardized,whichshowsthetendencyofbrandregistered.Thesupermarketisalteringsupplychainfromhorizon-orientedtovertical-oriented,whichadvancedmarketanddistributionefficiency.Itisprovedinprinciplethattheimprovementofsupermarketsupplychaincanresultinatruewin-winsituationinwhicheverybodyisbetteroff.Thesupermarketorganizationsmakeforagriculturalproductsqualityandsafemanagement,ofwhichtowcasesshowtheevidence.Atlast,somesuggestionforsupermarketenterpriseandgovernmentisofferedbasedontheabovestudy.KEYWORDS:Supermarket,AgriculturalProduct,MarketingandDistribution,Freshfood1111.12004[2005]12005125%ThamesReardon1221.2331.31Figure1paperstructure4422.11)2)3)4)552.22.2.1209020023.22200200220037.446003000125020051530618.148.4584042.333.120%1/370%(2004)123420042002200662003200420042.2.220052621121507.74.28200552372315292228.445.420055528389416346.431.120058311142712571630771020186840002.32.3.120042020042004882004Logit200320032.3.2200280%20%200250-60%ThomasReardon,2004C.PeterTimmer,200499(DavidHughes,2004)TescoThomasReardonThomasDaveBoselie,2003FredGale,2004(FermandoBrom,2004)10103()3.120068308302711112.202.502.002.303.055.303.001.402.752.252.752.001192/500Figure2Pricecomparisonforgreenvegetable(Yuan/0.5kg)3/500Figure3Pricecomparisonfortomatoes(Yuan/0.5kg)2.502.804.001.802.603.252.501.701.751.602.001.8011912121.301.806.003.405.800.892.501.101.501.752.252.001194/500Figure4PriceComparisonforcucumbers(Yuan/0.5kg)0.781.105.203.403.201.821.501.401.351.651.651.601195/500Figure5PriceComparisonforpotatoes(Yuan/0.5kg)13131.301.504.004.627.103.102.501.302.251.351.502.001196/500Figure6PriceComparisonforeggplant(Yuan/0.5kg)1.180.686.002.302.151.281.201.101.251.101.501.001197/500Figure7PriceComparisonforcabbage(Yuan/0.5kg)14141)0.89/5001.00/5002.50/5000.751.20/5001.80/5000.551.00/5001.50/5002)11.49/5000.89/5000.75/5001.20/5000.55/5003)5.20/5001.20/5005004.0010.00/5003.10/5005006.904.00/5000.59/5005003.414)5.3/5005.2/50015153.23.2.154150%40%10%10%1616),3.2.22006117173.3.3D(p)(8)10%200413%50025020%32%48%MC(w)MC(s)818188Figure8Short-termequilibriumbetweenwetmarketandsupermarket3.4Qs*Qw*MC(s)MC(w)QPD(p)Ps*Pw*191944.120067944628420204.2842529.76%4553.57%5160.71%21211)1Table1ImpactofAgeuponpurchasesitechoiceforagriculturalproducts121-3031-402)225-71-22-4%%%2011100.0000.001100.0021-30471225.532451.062553.1931-4016637.50850.001062.5041-6014428.571071.431071.43616233.33350.00583.33842529.764553.575160.7122222Table2Impactofpurchasefrequencyuponpurchasesitechoiceforagriculturalproducts%%%1-2461226.092350.002350.002-4311238.711961.292477.425-77114.29342.86457.14842529.764553.575160.713)3Table3Impactofincomeuponpurchasesitechoiceforagriculturalproducts%%%16008225.00337.50675.001601-400033824.242266.672369.704001-600014642.86750.00642.866001-800012325.00650.00650.008001-100006350.00233.33466.671000011327.27545.45654.55841729.764553.575160.7134)23234Table4Impactofeducationuponpurchasesitechoiceforagriculturalproducts9222.22%555.56%666.67%6350.00%6100.00%466.67%42921.43%1945.24%2559.52%271140.74%1555.56%1659.26%842529.76%4553.57%5160.71%45)5Table5Statisticsofwhattocareaboutwhenmakingthechoice3946.43%652125.00%721315.48%5055.95%3944.76%4222.38%36841-524244.3252555.15.1.1048844764084002006213030030090%IC2426265.1.2627276Table6Statisticsofvegetablebrandsinseveralsupermarkets7200542%-127%200529.464.7-4,01623.218.68215.97200628281697.06212.86%40%5.229291)2)3)4)1303023456DavieHughes5.3313166.16.1.199Figure9Supplychainofwetmarket1)32322)3)6.1.264%10333310Figure10Supplychainofsupermarkets22343430%50%90%35356.2marketingmargin11PFPRQ*Retailsupply(derived)QuantityPriceFarmsupply(primary)FarmDemand(derived)RetailDemand(primary)Marketingmargin3636Figure11Multi-level