温州市农副产品销售模式及其配送供应对策的研究
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摘要
温州市是浙江省的第一大人口大市和第三大经济大市。但温州市作为“二线城市”,农副产品销售模式相对落后,其配送供应更是滞后。同时,由于跨国零售巨头的相继涌入,原有的农副产品销售模式及配送供应已经受到相当大的影响,急待改革,以适应市场竞争的需要。
本文采用定量分析与定性分析相结合,理论分析和市场调查相结合,文字叙述与图表说明相结合,演绎推理与对比说明相结合的研究方法,对浙江省温州市农副产品销售模式及配送供应的现状、变化及发展趋势进行了研究。
研究分析了温州市农副产品销售模式,将销售环节细分为开端销售、中间销售和终端销售,并着重说明了各销售环节的对接模式。它们分别是开端销售与中间销售的对接模式和中间销售与终端销售的对接模式。前者可以分为“专业市场+农户”“公司+农户”、“公司+基地+农户”和“合作社+农户”等模式；后者又可以分为“专业市场+零售终端”、“公司+零售终端”、“合作社+零售终端”、“公司自建零售网络”、“农家乐”、“农展会”、“电子商务”、和“手机短信”等模式。此外,还探讨了尚待开发的“农超对接”模式。研究还分析了温州市农副产品配送供应对策,总结其发展方向应为标签信息公开化、储运操作标准化、产品冷藏协作化、配送供应快速化、供应链条缩短化、产品运输外包化和配送物流专业化和全程物流冷链化。
研究的结论为：农民倾向于经由合作社出售农副产品；批发市场将表现出综合化及专业化的趋势；合作社成为中间销售的新兴力量；多种终端销售模式各具优势、各有市场；配送供应由兼营向专营方向发展。
建议更多农民加入农民专业合作社；建议合作社则应进一步发挥其集中采购、生产组织、加工包装、统一销售等功能,并尝试品牌建设；建议业内大企业应向“农工商供产销”一体化方向发展,而中小企业则专事某种农副产品的经营或某个环节的服务；建议政府采用各种措施为行业发展搭建平台、保驾护航。
Wenzhou City has the biggest population and the third economic size in Zhejiang Province. But as "a second-tier city", the agricultural products sales modes in Wenzhou City is comparatively behindhand, its distribution and supply is even hysteretic. In the meantime, with the continuous flowing of transnational retail magnates, the original agricultural products sales modes and its distribution & supply have already been affected a lot, and a reform is urgently needed to suit the market competition.
The dissertation takes the method of combining quantitative analysis with qualitative analysis, theoretical analysis with markets investigation, written narrative with chart and table explanation, deductive inference with comparison and contrast, makes a research on the current situation, changes and developing tendencies of agricultural products sales modes and its distribution & supply in Wenzhou City.
The research analyses the agricultural products sales modes in Wenzhou City, subdivides the sales modes into original sale, middle sale, and final sale, illustrates the interconnection modes of each sale segment primarily. They are the interconnection modes between original and middle sales, middle and final sales respectively. The former can be divided into the mode of "specialized markets+farmers", "corporations+farmers", "corporations+bases+farmers" and "cooperatives+farmers". The latter can be divided into the mode of "specialized markets+retail terminals", "corporations+retail terminals", "corporations+retail terminals", "cooperatives+farmers", "corporations self-building retail terminals", "having fun at a farmhouse", "agricultural fairs", "E-commerce" and "short messages of mobile phones". Besides, it discusses the remaining undeveloped sale mode from cooperatives to supermarkets. The research also analyses the agricultural products distribution and supply countermeasures in Wenzhou City, summarizes the developing tendencies to be labels information publicity, storage and transportation operation standardization, products refrigeration collaboration, fast distribution and supply, supply chain shortening, products transportation outsourcing, distribution logistics specialization and whole-course logistics cold chain.
The conclusions of the research are:farmers tend to sell agricultural products through cooperatives; wholesale markets will show a comprehensive and specialized tendency; cooperatives become a new rising power in the middle sale; many final sale modes have their own advantages and market shares respectively; the distribution and supply will develop from a sideline profession to a specialized profession.
The suggestion for farmers is that more farmers join the specialized cooperatives; the suggestion for cooperatives is that they should further develop the functions as centralized purchasing, production organization, packaging and processing, harmonized sales and etc., also try brand construction; the suggestion for big enterprises in the industry is to develop to an integrated direction of "agriculture, industry, trade, supply, production and sales", for medium and small enterprises is to develop to specialize in some agricultural product management or some segment service; the suggestion for government is to take all measures to build the platform for the industry development, guarantee it against risks.
本文采用定量分析与定性分析相结合,理论分析和市场调查相结合,文字叙述与图表说明相结合,演绎推理与对比说明相结合的研究方法,对浙江省温州市农副产品销售模式及配送供应的现状、变化及发展趋势进行了研究。
研究分析了温州市农副产品销售模式,将销售环节细分为开端销售、中间销售和终端销售,并着重说明了各销售环节的对接模式。它们分别是开端销售与中间销售的对接模式和中间销售与终端销售的对接模式。前者可以分为“专业市场+农户”“公司+农户”、“公司+基地+农户”和“合作社+农户”等模式；后者又可以分为“专业市场+零售终端”、“公司+零售终端”、“合作社+零售终端”、“公司自建零售网络”、“农家乐”、“农展会”、“电子商务”、和“手机短信”等模式。此外,还探讨了尚待开发的“农超对接”模式。研究还分析了温州市农副产品配送供应对策,总结其发展方向应为标签信息公开化、储运操作标准化、产品冷藏协作化、配送供应快速化、供应链条缩短化、产品运输外包化和配送物流专业化和全程物流冷链化。
研究的结论为：农民倾向于经由合作社出售农副产品；批发市场将表现出综合化及专业化的趋势；合作社成为中间销售的新兴力量；多种终端销售模式各具优势、各有市场；配送供应由兼营向专营方向发展。
建议更多农民加入农民专业合作社；建议合作社则应进一步发挥其集中采购、生产组织、加工包装、统一销售等功能,并尝试品牌建设；建议业内大企业应向“农工商供产销”一体化方向发展,而中小企业则专事某种农副产品的经营或某个环节的服务；建议政府采用各种措施为行业发展搭建平台、保驾护航。
Wenzhou City has the biggest population and the third economic size in Zhejiang Province. But as "a second-tier city", the agricultural products sales modes in Wenzhou City is comparatively behindhand, its distribution and supply is even hysteretic. In the meantime, with the continuous flowing of transnational retail magnates, the original agricultural products sales modes and its distribution & supply have already been affected a lot, and a reform is urgently needed to suit the market competition.
The dissertation takes the method of combining quantitative analysis with qualitative analysis, theoretical analysis with markets investigation, written narrative with chart and table explanation, deductive inference with comparison and contrast, makes a research on the current situation, changes and developing tendencies of agricultural products sales modes and its distribution & supply in Wenzhou City.
The research analyses the agricultural products sales modes in Wenzhou City, subdivides the sales modes into original sale, middle sale, and final sale, illustrates the interconnection modes of each sale segment primarily. They are the interconnection modes between original and middle sales, middle and final sales respectively. The former can be divided into the mode of "specialized markets+farmers", "corporations+farmers", "corporations+bases+farmers" and "cooperatives+farmers". The latter can be divided into the mode of "specialized markets+retail terminals", "corporations+retail terminals", "corporations+retail terminals", "cooperatives+farmers", "corporations self-building retail terminals", "having fun at a farmhouse", "agricultural fairs", "E-commerce" and "short messages of mobile phones". Besides, it discusses the remaining undeveloped sale mode from cooperatives to supermarkets. The research also analyses the agricultural products distribution and supply countermeasures in Wenzhou City, summarizes the developing tendencies to be labels information publicity, storage and transportation operation standardization, products refrigeration collaboration, fast distribution and supply, supply chain shortening, products transportation outsourcing, distribution logistics specialization and whole-course logistics cold chain.
The conclusions of the research are:farmers tend to sell agricultural products through cooperatives; wholesale markets will show a comprehensive and specialized tendency; cooperatives become a new rising power in the middle sale; many final sale modes have their own advantages and market shares respectively; the distribution and supply will develop from a sideline profession to a specialized profession.
The suggestion for farmers is that more farmers join the specialized cooperatives; the suggestion for cooperatives is that they should further develop the functions as centralized purchasing, production organization, packaging and processing, harmonized sales and etc., also try brand construction; the suggestion for big enterprises in the industry is to develop to an integrated direction of "agriculture, industry, trade, supply, production and sales", for medium and small enterprises is to develop to specialize in some agricultural product management or some segment service; the suggestion for government is to take all measures to build the platform for the industry development, guarantee it against risks.
引文
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[4]何劲.欧美国家蔬果市场运作模式对中国大中城市“农改超”的启示[J].世界农业,2006(11)：13-16.
[5]王朝,万跃星.开办生鲜超市与发展食品产业[J].粮食经济,2000(1)：38-41.
[6]Reardon,T., Julio A. Berdegue, the Rapid Rise of Supermarkets in Latin America:Challenges and Opportunities for Development[J].Development Policy Review,2002,20(4):371-388.
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[9]陈丽华.专营生鲜超市的取胜之道[J].商业经济文荟,2002(4)：34-36.
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[11]陈晓鸣.温州食品销售模式和配送供应的发展方向[J].浙江农业科学,2006(2)：223-226.
[12]陈善毅.我国现代农业的风险管理[J]_皖两学院学报,2003,19(1)：47-49.
[13]陈波,吴天忠.WTO框架下我国农业保护政策[J].贵州财经学院学报,2008,(2)：55-60.
[14]黎元生.农产品流通组织创新[M].北京：中国农业出版社,2003.
[15]黄家顺.论WTO框架下我国农业保护政策的选择[J].江汉论坛,2002(8)：33-35.
[16]苗齐,钟甫宁.我国粮食储备规模的变动及其对供应和价格的影响[J].农业经济问题,2006,(11)：9-14.
[17]江国成,刘铮.我国将健全粮肉等重要商品储备制度[EB/OL].www.cfqn.com.cn/Article/2008n/ 1670q/1670a/1008053630662.htm.
[18]韩洁,罗沙.财政部税务总局出台农民专业合作社税收优惠政策[EB/OL].www.gov.cn/ztzl/2008-07/09/content 1040500.htm.
[19]李荣.我国农产品超市时代尚未到来[EB/OL].www.rural.gov.cn/nyxw/nydt/20040614/77365430. ·htm.
[20]周洁红,金少胜.农贸市场超市化改造对农产品流通的影响[J].浙江大学学报(人文社会科学版),2004,34(3)：45-51.
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