渠道关系稳定性和流程优化对农产品流通成本的影响——以新疆林果产品供应链为例
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摘要
基于渠道关系与行为理论,构建渠道上下游双边关系稳定性和渠道流程优化对农产品流通成本影响的理论模型,并运用结构方程模型(SEM)对新疆林果产品批发及加工企业的调研数据进行实证分析,客观、深入地剖析了农产品流通的成本形成与价值创造机理。结果表明,从农产品产地批发和加工企业的视角看,渠道上游关系的稳定性对渠道下游关系有正向传导作用,稳定的渠道关系对提升渠道流程的集成与创新具有重要的积极影响;渠道关系的稳定性、渠道流程的集成与创新是流通成本形成的直接动因,稳定的公司与农户关系和渠道流程的营销创新会付出推高流通成本的代价,稳定的公司与客户关系、渠道流程的集成和物流创新则发挥了降低流通成本的作用;渠道流程的优化是价值创造与流通成本控制的关键,渠道流程的集成性发挥着重要的枢纽作用。因此,政策导向应注重公司与农户合作的农业基地建设,建立稳定的客户关系,发挥渠道关系的稳定性对渠道流程优化的积极作用,加强现代物流、电子商务和大数据营销的应用与普及,才能有效控制流通成本。
Based on a survey data of wholesale and processing enterprises of forest fruits in Xinjiang and applying the behavioral theory,this paper construed a theoretical model to assess the influences of the channel relationship stability and the channel flow optimization on the circulation costs of agricultural products and analyzed the circulation cost formation of agricultural products and the mechanism of value creation.Results show that the stability of relationship with the channel upstream has a positive conduction effect on the channel downstream relationship from the perspective of agricultural product wholesale in the producing area and processing enterprises.Stable channel relationship can promote the integration and innovation of channel flow.The stability of channel relationship,the integration and innovation of channel flow are the direct forming forces of circulation cost.The costs of maintaining a stable relationship between enterprises and farmers and the marketing innovation push up the circulation cost while the stable relationship between enterprises and customers,the integration and innovation of channel flow play a critical role in reducing the circulation cost.The optimization of channel flow is a key to value creation and circulation cost control,and the integration of channel flow plays an important role.Therefore,to control the circulation cost effectively,this paper suggests:to guide policies toward the agricultural base development for improving the cooperative performance between enterprises and farmers,to expand the stable distribution of customer relationship,to fully utilize the channel relationship in optimizing channel flow,and to promote the application of modern logistics,electronic commerce,and big data marketing in the industry.
Based on a survey data of wholesale and processing enterprises of forest fruits in Xinjiang and applying the behavioral theory,this paper construed a theoretical model to assess the influences of the channel relationship stability and the channel flow optimization on the circulation costs of agricultural products and analyzed the circulation cost formation of agricultural products and the mechanism of value creation.Results show that the stability of relationship with the channel upstream has a positive conduction effect on the channel downstream relationship from the perspective of agricultural product wholesale in the producing area and processing enterprises.Stable channel relationship can promote the integration and innovation of channel flow.The stability of channel relationship,the integration and innovation of channel flow are the direct forming forces of circulation cost.The costs of maintaining a stable relationship between enterprises and farmers and the marketing innovation push up the circulation cost while the stable relationship between enterprises and customers,the integration and innovation of channel flow play a critical role in reducing the circulation cost.The optimization of channel flow is a key to value creation and circulation cost control,and the integration of channel flow plays an important role.Therefore,to control the circulation cost effectively,this paper suggests:to guide policies toward the agricultural base development for improving the cooperative performance between enterprises and farmers,to expand the stable distribution of customer relationship,to fully utilize the channel relationship in optimizing channel flow,and to promote the application of modern logistics,electronic commerce,and big data marketing in the industry.
引文
[1]谢继蕴,李崇光,付青叶.农产品省际流通成本的测度设计与分析[J].统计与决策,2017(4):120-124.Xie J Y,Li C G,Fu Q Y.Measure design and analysis of provincial circulation costs of agricultural products in China:A case study of fruits in Xinjiang[J].Statistics&Decision,2017(4):120-124.
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[9]杨志宏,翟印礼.超市农产品供应链流通成本分析--以沈阳市蔬菜市场为例[J].农业经济问题,2011(2):73-78.Yang Z H,Zhai Y L.Analysis on the circulation cost of agricultural products supply chain in supermarket proof from Shenyang vegetable market[J].Issues in Agricultural Economy,2011(2):73-78.
[10]Maertens M,Velde K V.Contract-farming in staple food chains:The case of rice in Benin[J].World Development,2017,95:73-87.
[11]李连英,郭锦墉.蔬菜流通渠道信任、承诺、关系行为与合作绩效--基于零售商的视角[J].农业技术经济,2017(3):25-32.Li L Y,Guo J Y.Trust,commitment,relationship behavior and cooperative performance in vegetable distribution channels:Aretailer's perspective[J].Journal of Agrotechnical Economics,2017(3):25-32.
[12]夏春玉,杜楠,张闯.契约型农产品渠道中的契约治理、收购商管控与农户绩效[J].经济管理,2015,37(1):87-97.Xia C Y,Du N,Zhang C.Contract governance,buyer management control and farmer's performance in the contractual channel of the agricultural products[J].Economics Management,2015,37(1):87-97.
[13]张闯,夏春玉,梁守砚.关系交换、治理机制与交易绩效:基于蔬菜流通渠道的比较案例研究[J].管理世界,2009(8):124-142.Zhang C,Xia C Y,Liang S Y.The relational exchange,the governance mechanism and the achievements in transaction:A comparative case study based on the channel of vegetable distribution[J].Management World,2009(8):124-142.
[14]李连英,李崇光.蔬菜纵向渠道关系整合研究--基于270份调查问卷分析[J].农业经济问题,2011(11):54-61.Li L Y,Li C G.Study on vegetable vertical channel relations integration:Based on the 270 questionnaires and the structure equation model analysis[J].Issues in Agricultural Economy,2011(11):54-61.
[15]黄梦思,孙剑.复合治理“挤出效应”对农产品营销渠道绩效的影响--以“农业龙头企业+农户”模式为例[J].中国农村经济,2016(4):17-31.Huang M S,Sun J.The“crowding-out effect”of the threedimensional governance on the performance of agricultural products marketing channel-Taking the mode companies working with farmers households as an example[J].Chinese Rural Economy,2016(4):17-31.
[16]黄梦思,孙剑.“农业龙头企业+农户”模式的关系风险与交易治理[J].华南农业大学学报(社会科学版),2018(1):1-11.Huang M S,Sun J.Relational risk and transaction governance in the model of a leading agricultural enterprise with peasant households[J].Journal of South China Agricultural University(Social Science Edition),2018(1):1-11.
[17]符少玲.农产品供应链整合与质量绩效[J].华南农业大学学报(社会科学版),2016,15(3):10-18.Fu S L.Agri-products supply chain integration and quality performance[J].Journal of South China Agriculture University(Social Science Edition),2016,15(3):10-18.
[18]谢莉娟.流通商主导供应链模式及其实现[J].经理理论与经济管理,2013(7):103-112.Xie L J.Distribution-led supply chain model and implementation:Based on comparison and transformation of similar distribution channels[J].Economic Theory and Business Management,2013(7):103-112.
[19]Seuring S.Supply Chain Costing with Target Costing and Activity Based Costing[M].Verlag Franz Vahlen,Miinchen,2001.
[20]宿晓.面向产品的供应链成本核算体系构建研究[J].商业研究,2009(10):68-71.Su X.Research on the construction of supply chain cost accounting system about product[J].Commercial Research,2009(10):68-71.
[21]熊峰,彭健,金鹏,等.生鲜农产品供应链关系契约稳定性影响研究--以冷链设施补贴模式为视角[J].中国管理科学,2015,23(8):102-111.Xiong F,Peng J,Jin P,et al.The impact of relational contracts stability about fresh agricultural product supply chain study:From the perspective of cold chain facilities subsidy mode[J].Chinese Journal of Management Science,2015,23(8):102-111.
[22]孙霞,赵晓飞.基于KMRW声誉模型的渠道联盟稳定性研究[J].科研管理,2009,30(6):100-106.Sun X,Zhao X F.The study on stability of marketing channel alliance based on the KMRW reputation model[J].Science Research Management,2009,30(6):100-106.
[23]Gundlach G T,Achrol R S,Mentzer J T.The structurer of commitment in exchange[J].Journal of Marketing,1995,59(1):78-93.
[24]殷俊明,王跃堂.供应链成本控制:价值引擎与方法集成[J].会计研究,2010(4):65-74.Yin J M,Wang Y T.Supply chain cost control:The value engines and the integration of cost control methods[J].China Journal of Accounting Studies,2010(4):65-74.
[25]吴明隆.结构方程模型--AMOS的操作与应用[M].重庆:重庆大学出版社,2009.Wu M N.Structural Equation Model:The Operation and Application of AMOS[M].Chongqing:Chongqing University Press,2009.
[26]田敏,张闯,夏春玉.契约型农产品渠道中私人关系对交易关系稳定性的影响[J].财贸研究,2014,25(3):49-56.Tian M,Zhang C,Xia C Y.Impact of Guanxi on relationship stability in channel of contractual agricultural products[J].Finance and Trade Research,2014,25(3):49-56.
[27]Kirti S C,Spekman R E,Kamanff J W.Technological uncertainty,buyer preferences and supplier assurances:An examination of pacific rim purchasing arrangements[J].Journal of International Business Studies,1999,30(2):297-316.
[28]刘刚.契约型农产品渠道中的龙头企业与农户关系稳定性研究[J].现代财经,2015(4):80-89.Liu G.Stability research of the relationship between leading enterprises and farmers in the channel of contractual agricultural products[J].Modern Finance and Economics-Journal of Tianjin University and Finance and Economics,2015(4):80-89.
[29]李先江.农产品营销创新方式与营销绩效的关系研究[J].华东经济管理,2010,24(3):76-82.Li X J.Relation research between mode of farm produce marketing innovation and marketing performance[J].East China Economic Management,2010,24(3):76-82.
[30]Menor L J,Roth A V.New service development competence and performance:An empirical investigation in detail banking[J].Production and Operations Management,2008,17(5):267-284.
[31]赵晓飞,田野,潘泽江.农产品流通领域农民合作组织发展的动因与路径选择[J].农业现代化研究,2014,35(6):721-726.Zhao X F,Tian Y,Pan Z J.The motivation and path selection of farmer cooperatives for agricultural products marketing[J].Research of Agricultural Modernization,2014,35(6):721-726.
[32]苏昕,张辉.三方博弈视角下的农产品渠道关系治理研究[J].农业技术经济,2017(3):42-52.Su X,Zhang H,Agricultural relations governance research of products from the perspective of three party game theory[J].Journal of Agrotechnical Economics,2017(3):42-52.
[2]张士云,郑晓晓,万伟刚.销售渠道和收储设施对销售价格的影响--以安徽省种粮大户为例[J].农业现代化研究,2017,38(4):623-631.Zhang S Y,Zheng X X,Wan W G.Impacts of grain distribution channels and collection and storage facilities on grain prices:Acase study of large grain growers in Anhui Province[J].Research of Agricultural Modernization,2017,38(4):623-631.
[3]赵晓飞,李崇光.农产品流通渠道变革:演进规律、动力机制与发展趋势[J].管理世界,2012(3):81-95.Zhao X F,Li C G.The evolution of the channel of the circulation of agricultural products:The law of the evolution,the dynamic mechanism and the development trend[J].Management World,2012(3):81-95.
[4]彭海红,王海波.农产品流通效率与流通成本的关系研究[J].商业经济研究,2015(24):12-14.Peng H H,Wang H B.Study on the relationship between circulation efficiency and circulation cost of agricultural product[J].Journal of Commercial Economics,2015(24):12-14.
[5]赵锋.农产品流通成本控制绩效评价指标体系设计及实证研究[J].世界农业,2015(2):43-47.Zhao F.Agricultural product circulation cost control performance evaluation index system design and empirical research[J].World Agriculture,2015(2):43-47.
[6]杨宜苗,肖庆功.不同流通渠道下农产品流通成本和效率比较研究--基于锦州市葡萄流通的案例分析[J].农业经济问题,2011(2):79-88.Yang Y M,Xiao Q G.Comparison of cost and efficiency on circulation of agricultural products under different distribution channels:Based on the case study of grape circulation in Jinzhou City,Liaoning Province[J].Issues in Agricultural Economy,2011(2):79-88.
[7]文晓巍.农产品供应链流通成本与相关主体利益匹配:广州证据[J].改革,2011(8):77-82.Wen X W.Analysis on the circulation cost of agricultural product supply chain proof from Guangzhou vegetable supply chain[J].Reform,2011(8):77-82.
[8]徐健,李哲.价格高涨背景下的我国农产品流通成本解构研究--以大连市油菜市场为例[J],财经问题研究,2015(6):93-99.Xu J,Li Z.Circulation cost deconstruction of china's agricultural products under high price market condition:A case study of Dalian canola market[J].Research on Financial and Economic Issues,2015(6):93-99.
[9]杨志宏,翟印礼.超市农产品供应链流通成本分析--以沈阳市蔬菜市场为例[J].农业经济问题,2011(2):73-78.Yang Z H,Zhai Y L.Analysis on the circulation cost of agricultural products supply chain in supermarket proof from Shenyang vegetable market[J].Issues in Agricultural Economy,2011(2):73-78.
[10]Maertens M,Velde K V.Contract-farming in staple food chains:The case of rice in Benin[J].World Development,2017,95:73-87.
[11]李连英,郭锦墉.蔬菜流通渠道信任、承诺、关系行为与合作绩效--基于零售商的视角[J].农业技术经济,2017(3):25-32.Li L Y,Guo J Y.Trust,commitment,relationship behavior and cooperative performance in vegetable distribution channels:Aretailer's perspective[J].Journal of Agrotechnical Economics,2017(3):25-32.
[12]夏春玉,杜楠,张闯.契约型农产品渠道中的契约治理、收购商管控与农户绩效[J].经济管理,2015,37(1):87-97.Xia C Y,Du N,Zhang C.Contract governance,buyer management control and farmer's performance in the contractual channel of the agricultural products[J].Economics Management,2015,37(1):87-97.
[13]张闯,夏春玉,梁守砚.关系交换、治理机制与交易绩效:基于蔬菜流通渠道的比较案例研究[J].管理世界,2009(8):124-142.Zhang C,Xia C Y,Liang S Y.The relational exchange,the governance mechanism and the achievements in transaction:A comparative case study based on the channel of vegetable distribution[J].Management World,2009(8):124-142.
[14]李连英,李崇光.蔬菜纵向渠道关系整合研究--基于270份调查问卷分析[J].农业经济问题,2011(11):54-61.Li L Y,Li C G.Study on vegetable vertical channel relations integration:Based on the 270 questionnaires and the structure equation model analysis[J].Issues in Agricultural Economy,2011(11):54-61.
[15]黄梦思,孙剑.复合治理“挤出效应”对农产品营销渠道绩效的影响--以“农业龙头企业+农户”模式为例[J].中国农村经济,2016(4):17-31.Huang M S,Sun J.The“crowding-out effect”of the threedimensional governance on the performance of agricultural products marketing channel-Taking the mode companies working with farmers households as an example[J].Chinese Rural Economy,2016(4):17-31.
[16]黄梦思,孙剑.“农业龙头企业+农户”模式的关系风险与交易治理[J].华南农业大学学报(社会科学版),2018(1):1-11.Huang M S,Sun J.Relational risk and transaction governance in the model of a leading agricultural enterprise with peasant households[J].Journal of South China Agricultural University(Social Science Edition),2018(1):1-11.
[17]符少玲.农产品供应链整合与质量绩效[J].华南农业大学学报(社会科学版),2016,15(3):10-18.Fu S L.Agri-products supply chain integration and quality performance[J].Journal of South China Agriculture University(Social Science Edition),2016,15(3):10-18.
[18]谢莉娟.流通商主导供应链模式及其实现[J].经理理论与经济管理,2013(7):103-112.Xie L J.Distribution-led supply chain model and implementation:Based on comparison and transformation of similar distribution channels[J].Economic Theory and Business Management,2013(7):103-112.
[19]Seuring S.Supply Chain Costing with Target Costing and Activity Based Costing[M].Verlag Franz Vahlen,Miinchen,2001.
[20]宿晓.面向产品的供应链成本核算体系构建研究[J].商业研究,2009(10):68-71.Su X.Research on the construction of supply chain cost accounting system about product[J].Commercial Research,2009(10):68-71.
[21]熊峰,彭健,金鹏,等.生鲜农产品供应链关系契约稳定性影响研究--以冷链设施补贴模式为视角[J].中国管理科学,2015,23(8):102-111.Xiong F,Peng J,Jin P,et al.The impact of relational contracts stability about fresh agricultural product supply chain study:From the perspective of cold chain facilities subsidy mode[J].Chinese Journal of Management Science,2015,23(8):102-111.
[22]孙霞,赵晓飞.基于KMRW声誉模型的渠道联盟稳定性研究[J].科研管理,2009,30(6):100-106.Sun X,Zhao X F.The study on stability of marketing channel alliance based on the KMRW reputation model[J].Science Research Management,2009,30(6):100-106.
[23]Gundlach G T,Achrol R S,Mentzer J T.The structurer of commitment in exchange[J].Journal of Marketing,1995,59(1):78-93.
[24]殷俊明,王跃堂.供应链成本控制:价值引擎与方法集成[J].会计研究,2010(4):65-74.Yin J M,Wang Y T.Supply chain cost control:The value engines and the integration of cost control methods[J].China Journal of Accounting Studies,2010(4):65-74.
[25]吴明隆.结构方程模型--AMOS的操作与应用[M].重庆:重庆大学出版社,2009.Wu M N.Structural Equation Model:The Operation and Application of AMOS[M].Chongqing:Chongqing University Press,2009.
[26]田敏,张闯,夏春玉.契约型农产品渠道中私人关系对交易关系稳定性的影响[J].财贸研究,2014,25(3):49-56.Tian M,Zhang C,Xia C Y.Impact of Guanxi on relationship stability in channel of contractual agricultural products[J].Finance and Trade Research,2014,25(3):49-56.
[27]Kirti S C,Spekman R E,Kamanff J W.Technological uncertainty,buyer preferences and supplier assurances:An examination of pacific rim purchasing arrangements[J].Journal of International Business Studies,1999,30(2):297-316.
[28]刘刚.契约型农产品渠道中的龙头企业与农户关系稳定性研究[J].现代财经,2015(4):80-89.Liu G.Stability research of the relationship between leading enterprises and farmers in the channel of contractual agricultural products[J].Modern Finance and Economics-Journal of Tianjin University and Finance and Economics,2015(4):80-89.
[29]李先江.农产品营销创新方式与营销绩效的关系研究[J].华东经济管理,2010,24(3):76-82.Li X J.Relation research between mode of farm produce marketing innovation and marketing performance[J].East China Economic Management,2010,24(3):76-82.
[30]Menor L J,Roth A V.New service development competence and performance:An empirical investigation in detail banking[J].Production and Operations Management,2008,17(5):267-284.
[31]赵晓飞,田野,潘泽江.农产品流通领域农民合作组织发展的动因与路径选择[J].农业现代化研究,2014,35(6):721-726.Zhao X F,Tian Y,Pan Z J.The motivation and path selection of farmer cooperatives for agricultural products marketing[J].Research of Agricultural Modernization,2014,35(6):721-726.
[32]苏昕,张辉.三方博弈视角下的农产品渠道关系治理研究[J].农业技术经济,2017(3):42-52.Su X,Zhang H,Agricultural relations governance research of products from the perspective of three party game theory[J].Journal of Agrotechnical Economics,2017(3):42-52.