CW公司基于供应链的农产品超市化经营战略研究
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摘要
随着人民生活水平不断提高,收入的不断增加,以及全国各地城镇化进程的不断加快,消费者对农产品的多样性、新鲜度、安全性的要求日益提高,农产品超市化经营已经成为我国农产品又一个新型的流通模式。上海农工商超市等部分连锁超市,从整合农产品供应链出发,使得超市农产品经营步入良性发展轨道,取得良好的经营业绩,因此,进一步总结这些企业基于供应链的农产品超市化发展的成功经验,为本地区企业发展农产品超市化经营具有重要意义。
本文首先阐述供应链及供应链管理,农产品超市化经营等相关理论及概念,提出了发展基于供应链的农产品超市化经营可以减少农产品流通环节,提高农产品流通效率,降低农产品流通成本,能够对消费需求做出快速反应,能够形成良好的农产品质量和安全标准,能够有效指导农业生产,促进农产品增值：其次,通过对农产品超市化经营成功企业的案例分析,对构建基于供应链的农产品超市化经营的相关关键因素进行较为系统的分析,提出了构建基于供应链的农产品超市化经营的关键因素为连锁化经营,建立和稳定与供应链上游节点企业合作关系,建立加工配送中心和供应链信息系统；再次,本文以CW公司为分析对象,对CW公司背景进行了介绍,回顾了CW公司农产品流通业务发展历程,从经营管理状况、财务状况、资产状况等多个方面对公司农贸市场业务现状进行分析,总结了制约公司农贸市场业务持续健康发展的障碍,提出了CW公司必须调整农贸市场业务发展思路的内部需求,与此同时,对CW公司农贸市场业务外部环境进行分析,总结了本地区农产品流通行业的特征和存在的问题,提出了本地区发展基于供应链的农产品超市化经营将成为一种必然趋势的结论；最后,基于前文研究成果,为CW公司提出了利用室内标准化农贸市场资源构建基于供应链的连锁生鲜超市的业务战略发展思路,通过SWOT分析,为CW公司发展基于供应链的连锁生鲜超市提出了按照坚持分步推进、稳步发展的原则,引进战略合作伙伴,共同打造连锁生鲜超市,稳定农产品产销关系,发展农产品直接采购,加强人才的引进及培养,树立品牌意识,创建连锁生鲜超市品牌,大力争取政府政策扶持及资金支持等建议。
With the continuous improvement of people's living standards, rising incomes, as well as all over the country the process of urbanization continues to accelerate, increasing diversity, freshness, safety requirements of the consumers on agricultural products, agricultural products supermarket operations has become China's agricultural a new circulation model. Shanghai NGS supermarkets and some other supermarket chains, starting from the integration of the supply chain of agricultural products, the supermarket agricultural products business into a benign development track, and achieved good operating results, therefore, further summary of these enterprises is based on the successful experience of the supply chain of agricultural products supermarkets, the region enterprises of great significance to the development of the supermarket operations of agricultural products.
This paper first describes the supply chain and supply chain management, agricultural supermarket operations and other related theories and concepts, the development of agricultural supermarket operations of the supply chain can reduce the circulation of agricultural products, improve the efficiency of the circulation of agricultural products, reduce the cost of the circulation of agricultural products, and able to consumer needs to respond quickly and can form good agricultural product quality and safety standards to effectively guide the agricultural production, and promotion of agricultural value-added; Secondly, through case studies of successful enterprises of the agricultural supermarket operations, to build the supply chain of agricultural products of the supermarket business related to the key factors for a more systematic analysis, build the agricultural products of the supermarket supply chain management is a key factor chain management, the establishment of relations of cooperation and stability and supply chain node enterprises, the establishment of processing and distribution center and supply chain information systems; again, the paper for the analysis of the CW introduced the CW company background, review the course of development of the CW's circulation of agricultural products business, the farmers market the company's business status quo from a management position, financial condition, assets condition, summarizes the agricultural products of restricting corporate farmers market business sustained and healthy development barriers, CW companies must adjust the internal needs of the farmers market business development ideas at the same time, farmers market business external environment on the CW companies, summed up in this area characteristics and the problems of the distribution industry, the development of this region will become an inevitable trend of the conclusions based on the supply chain of agricultural supermarket operations; Finally, based on the research results of the foregoing, for CW use of an indoor standardized farmers market resources to build based on the idea of chain supermarkets in the supply chain business strategy development, through SWOT analysis for the CW development of the company based on the supply chain of supermarkets chains in accordance with the adhere to step forward, the principle of steady development, the introduction of strategic partners to jointly create chain supermarkets, the stability of agricultural production and marketing relations, direct procurement of agricultural products and strengthen the talent introduction and training, and building brand awareness, creating a chain of supermarkets brand, to lobby for government policy support and financial support, and other suggestions.
本文首先阐述供应链及供应链管理,农产品超市化经营等相关理论及概念,提出了发展基于供应链的农产品超市化经营可以减少农产品流通环节,提高农产品流通效率,降低农产品流通成本,能够对消费需求做出快速反应,能够形成良好的农产品质量和安全标准,能够有效指导农业生产,促进农产品增值：其次,通过对农产品超市化经营成功企业的案例分析,对构建基于供应链的农产品超市化经营的相关关键因素进行较为系统的分析,提出了构建基于供应链的农产品超市化经营的关键因素为连锁化经营,建立和稳定与供应链上游节点企业合作关系,建立加工配送中心和供应链信息系统；再次,本文以CW公司为分析对象,对CW公司背景进行了介绍,回顾了CW公司农产品流通业务发展历程,从经营管理状况、财务状况、资产状况等多个方面对公司农贸市场业务现状进行分析,总结了制约公司农贸市场业务持续健康发展的障碍,提出了CW公司必须调整农贸市场业务发展思路的内部需求,与此同时,对CW公司农贸市场业务外部环境进行分析,总结了本地区农产品流通行业的特征和存在的问题,提出了本地区发展基于供应链的农产品超市化经营将成为一种必然趋势的结论；最后,基于前文研究成果,为CW公司提出了利用室内标准化农贸市场资源构建基于供应链的连锁生鲜超市的业务战略发展思路,通过SWOT分析,为CW公司发展基于供应链的连锁生鲜超市提出了按照坚持分步推进、稳步发展的原则,引进战略合作伙伴,共同打造连锁生鲜超市,稳定农产品产销关系,发展农产品直接采购,加强人才的引进及培养,树立品牌意识,创建连锁生鲜超市品牌,大力争取政府政策扶持及资金支持等建议。
With the continuous improvement of people's living standards, rising incomes, as well as all over the country the process of urbanization continues to accelerate, increasing diversity, freshness, safety requirements of the consumers on agricultural products, agricultural products supermarket operations has become China's agricultural a new circulation model. Shanghai NGS supermarkets and some other supermarket chains, starting from the integration of the supply chain of agricultural products, the supermarket agricultural products business into a benign development track, and achieved good operating results, therefore, further summary of these enterprises is based on the successful experience of the supply chain of agricultural products supermarkets, the region enterprises of great significance to the development of the supermarket operations of agricultural products.
This paper first describes the supply chain and supply chain management, agricultural supermarket operations and other related theories and concepts, the development of agricultural supermarket operations of the supply chain can reduce the circulation of agricultural products, improve the efficiency of the circulation of agricultural products, reduce the cost of the circulation of agricultural products, and able to consumer needs to respond quickly and can form good agricultural product quality and safety standards to effectively guide the agricultural production, and promotion of agricultural value-added; Secondly, through case studies of successful enterprises of the agricultural supermarket operations, to build the supply chain of agricultural products of the supermarket business related to the key factors for a more systematic analysis, build the agricultural products of the supermarket supply chain management is a key factor chain management, the establishment of relations of cooperation and stability and supply chain node enterprises, the establishment of processing and distribution center and supply chain information systems; again, the paper for the analysis of the CW introduced the CW company background, review the course of development of the CW's circulation of agricultural products business, the farmers market the company's business status quo from a management position, financial condition, assets condition, summarizes the agricultural products of restricting corporate farmers market business sustained and healthy development barriers, CW companies must adjust the internal needs of the farmers market business development ideas at the same time, farmers market business external environment on the CW companies, summed up in this area characteristics and the problems of the distribution industry, the development of this region will become an inevitable trend of the conclusions based on the supply chain of agricultural supermarket operations; Finally, based on the research results of the foregoing, for CW use of an indoor standardized farmers market resources to build based on the idea of chain supermarkets in the supply chain business strategy development, through SWOT analysis for the CW development of the company based on the supply chain of supermarkets chains in accordance with the adhere to step forward, the principle of steady development, the introduction of strategic partners to jointly create chain supermarkets, the stability of agricultural production and marketing relations, direct procurement of agricultural products and strengthen the talent introduction and training, and building brand awareness, creating a chain of supermarkets brand, to lobby for government policy support and financial support, and other suggestions.
引文
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[3]贾艳艳.也谈农改超[J].农产品市场周刊.2007,36
[4]陈乐群,谢志忠.供应链管理模式下我国农产品物流发展探析[J].科技和产业.2007
[5]何开伦,廖娅,高卿媛,石国强.现代物流管理[M].清华大学出版社,北京交通大学出版社,2011
[6]国务院推动物流业发展8条措施的公告,发布日期2011,6
[7]四川省成都市人民政府办公厅关于完善农村商贸流通体系建设的意见,成办发〔2010)69号,颁布时间：2010年8月24日,实施时间：2010年8月24日
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[10]李定珍.发展农贸超市的若干思考[J].广东商学院学报.2003,1：31-35
[11]王新利,李世武.论我国农产品流通渠道再造[J].物流科技.2008,2：139-142
[12]周妮笛.长株潭区域农产品封闭供应链设计[J].物流科技.2010,11：01-04
[13]赵英霞.基于供应链的中国农产品物流模式研究[M].当代经济.2008
[14]韩耀,杨俊涛.论批发商主导型农产品供应链联盟[J].北京工商大学学报.2010,5：27-31
[15]周波.基于供应链的生鲜农产品产销模式探析[J].商场现代化.2008,9
[16]何忠伟,桂琳,刘芳,雷声芳.北京生鲜农产品物流配送的发展趋势与质量安全,北京社会科学.2010,4：43-47
[17]赵群,胡定寰.超市建立生鲜农产品基地的案例分析[J].安徽农业科学.2009,24
[18]陈乐群,谢志忠.供应链管理模式下我国农产品物流发展探析[J].科技和产业.2007,3：37-41
[19]张敏.基于核心企业的农产品供应链分析[J].物流技术.2004,5：91-93
[20]王树祥,张明玉,黎金银.农产品生产特征及其变化对农产品物流的重要影响[J].宏观管理.2009,5：54-57
[21]白士强,田源.浅议“农改超”进程中的生鲜配送[J].铁道物资科学管理.2004,4：6-8
[22]潘国强.生鲜配送中心食品安全检验流程优化的实证研究[J].物流技术.2007,11：46-48
[23]王树祥,朱颜恒.消费需求变化与农业生产结构调整.山东农业大学学报.2005,1：34-37
[24]邓涛,尤季仙,秦加军.“农改超”路在何方[J].经济与管理理.2005,6：15-17
[25]刘飞翔,李忠海,郭洁,陈熠.对生鲜农产品自营物流模式的分析—以福建永辉集团为例[J].台湾农业探索.2006,4：59-61
[26]叶燕,林萍.“农改超”中的物流现象研究—从福州永辉超市物流看我国农改超[J].福建行政学院福建经济管理干部学院学报.2004年增刊：74-76
[27]张琼.连锁社区型超市发展新途径——生鲜超市[J].物流技术.2007
[28]邵华.论推进农产品超市化经营[J].现代农业科技.2009,1：257-259
[29]张韧,周勇.农工商超市：引领中国农产品产销模式的变革[J].中国农垦.2005,1：66-68
[30]农工商超市集团启动新一轮门店扩张[J].商场现代化.2011,3：5
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