北京地产鲜果供应链整合模式研究
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摘要
虽然京郊果业在北京农业中发挥着重要的经济、食品和生态休闲等多重贡献,但产自本地的鲜果在供给规模与结构、生产经营主体的市场管理能力等方面,都与北京城市消费者的持续性和多样化需求以及市场竞争要求间存在明显矛盾。本研究试图从供应链整合的角度探讨解决上述诸矛盾的出路。基于此,本文以相关概念界定和基础理论回顾为出发点,应用定性归纳与规范分析、实证研究与定量探索等方法,在系统分析国内外鲜果供应链管理与发展状况的基础上,先后实证研究了鲜果供应链终端的消费需求特征、京郊鲜果生产者参与供应链合作与合作伙伴类型选择的主要影响因素以及鲜果供应链中间节点成员的整合管理能力与现状。最后结合上述研究结果提出了北京地产鲜果供应链整合的不同运行模式以及针对不同节点主体和相关管理部门的相应对策与建议。
本文的研究结论是:农业行业协会或农民合作组织将作为水果供应链的重要节点乃至核心成员而不同程度地渗透到供应链各环节;中国水果供应链总体上出现了分别以批发市场、超市和龙头企业为核心节点的整合运作模式;北京鲜果市场消费规模较大,按城区中高收入消费者的价值诉求和利益偏好可将鲜果消费市场细分为“核心利益型”和“文化与社会型”两个子市场;体现鲜果销售市场特征的变量是影响京郊果农参与供应链合作的主要因素,而文化程度、生产规模和鲜果收入占家庭总收入的比例主要影响果农选择合作伙伴的类型;鲜果供应链中间节点成员的整合管理能力总体上相对较低,节点间的合作关系以弱契约关系为主;产地主导的都市农业模式、龙头企业拉动模式、以超市为核心的整合模式、中介组织链接模式和基于信息网络平台的节点协同整合模式是分别适应北京鲜果市场供求特征和不同节点主体整合管理能力的不同整合模式。本文提出的主要对策建议有:果农需注重提高自身文化与生产技术水平和产品质量,借助合作社等形式,以品种的规模化生产作为提高其组织化程度的重要基础,进而促使其参与供应链整合及获利能力的提高;鲜果供应链整合中的各类核心节点需注重应用需求导向和差异化整合思想来提高其供应链整合模式的竞争优势;各级管理部门在培育并扶持核心节点成员以提高其整合实力、重视公共物品与公共服务供给等方面仍需做大量工作。
本文的研究特色在于分别从消费者需求特征识别、生产者参与供应链合作的影响因素判断、中间节点成员整合管理状况分析等方面,系统考察了影响北京地产鲜果供应链不同整合模式形成的主要因素与相应的推拉动力。由此形成可能的创新点主要体现在:①将营销管理和消费者行为学理论具体应用到分析首都消费者鲜果消费价值诉求和市场细分方面。②结合北京都市农业发展现实和实证分析结果,首次提出鲜果供应链整合中供求直接对接的产地主导型都市农业模式。
Fruit industry has contributed a lot in the development of agricultural economy, food, ecology and tourism etc in Beijing. But the supply scale, structure of local fresh fruit as well as the market administration capability of the major market participants, are still remarkably conflicting with the consistent and diversified demand of local consumers as well as the demand for competition. The paper tries to find the way to solve these conflicts via the consolidation of supply chain.
Based on this, the paper begins from the clarification of the related definition and reviews of the basic theories, applies qualified and quantified analysis, positive research as well as the rationing method. Based on the systematic analysis about the supply chain management and the development statue quo both domestically and internationally, the paper studies the demand feature of the fresh fruit supply chain terminals, major factors influencing the Beijing suburb fruit producers in participating the supply chain cooperation as well as how they choose cooperate partners. The paper also studies the consolidation management capability and statue quo of the members on the supply chain. Finally, based on the above research result, the author puts forward several operation patterns in the supply chain consolidation of Beijing local fresh fruit as well as dedicated countermeasures to participants of different points and policy suggestions to the related government administration agencies. Major conclusion of the paper:
Agricultural industry association or farmer cooperative organization will be penetrated into all aspects of the supply chain as an important point and core participant; Chinese fruit supply chain operation features by combining wholesale market, supermarket and leading enterprises as their major operation pattern; Beijing fresh fruit market has large demand scope and can be catalogued into two sub-market based on the value pursuing and interest preference of the medium-high income class consumers in urban areas, ie, core interest pattern vs. culture and social pattern; Variables reflecting the major marketing features of fresh fruit market are dominant factors to Beijing suburb farmers in deciding whether to participate in the supply chain cooperation, while factors like the education level, production scale as well as the rate of income from fruit in total household income, mainly decide what kind of partners farmers may choose; The overall management capacity of the medium level participants in the fresh fruit supply chain is comparatively weak while the different points of supply chain are mainly tied by contractive relation; Production base oriented urban agricultural pattern, leading enterprise pulling pattern, consolidation pattern cored by supermarket, agent connection pattern as well as the cooperative merger among different supply chain points based on information network, are all patterns adapted to the supply and demand feature of the Beijing fresh fruit market and the different consolidation management capacity of different supply chain points.
Major countermeasures and policy suggestions by the paper are:
fruit farmers should focus on enhancing their education, production technology and products quality. The government should facilitate the fruit farmers to participate in the supply chain consolidation and increase their profitability via cooperative patterns and based on scale production of certain fruit types to increase their organizational degree. The core points on the supply chain should pay attention to increase the competitive advantage of the supply chain consolidation through applying demand orientation and differentiated consolidation thoughts; There is still much work to do for the administration agencies of all level in fostering and supporting the core point members so as to increase the general consolidation power, as well as paying attention to the supply of public goods and services.
The study feature of the paper is the systematic researching about the major factors that influencing the formation of different pattern of Beijing local fruit supply chain and the related motivations based on analysis about the demand feature of consumers, factors deciding whether the producer will participate in the supply chain cooperation, the statue quo of the consolidation management capability of the middle level point members. The might-be innovation of the paper mainly lies in: 1) Applying the marketing and consumer behavior theories into the analysis on the capital consumers’value pursuing and market differentiation. 2) Based on the development reality of Beijing urban agriculture and the positive analysis result, for the first time, the paper puts forward the production base oriented urban agriculture pattern, that is, directly connecting the supply and demand in the fresh fruit supply chain.
本文的研究结论是:农业行业协会或农民合作组织将作为水果供应链的重要节点乃至核心成员而不同程度地渗透到供应链各环节;中国水果供应链总体上出现了分别以批发市场、超市和龙头企业为核心节点的整合运作模式;北京鲜果市场消费规模较大,按城区中高收入消费者的价值诉求和利益偏好可将鲜果消费市场细分为“核心利益型”和“文化与社会型”两个子市场;体现鲜果销售市场特征的变量是影响京郊果农参与供应链合作的主要因素,而文化程度、生产规模和鲜果收入占家庭总收入的比例主要影响果农选择合作伙伴的类型;鲜果供应链中间节点成员的整合管理能力总体上相对较低,节点间的合作关系以弱契约关系为主;产地主导的都市农业模式、龙头企业拉动模式、以超市为核心的整合模式、中介组织链接模式和基于信息网络平台的节点协同整合模式是分别适应北京鲜果市场供求特征和不同节点主体整合管理能力的不同整合模式。本文提出的主要对策建议有:果农需注重提高自身文化与生产技术水平和产品质量,借助合作社等形式,以品种的规模化生产作为提高其组织化程度的重要基础,进而促使其参与供应链整合及获利能力的提高;鲜果供应链整合中的各类核心节点需注重应用需求导向和差异化整合思想来提高其供应链整合模式的竞争优势;各级管理部门在培育并扶持核心节点成员以提高其整合实力、重视公共物品与公共服务供给等方面仍需做大量工作。
本文的研究特色在于分别从消费者需求特征识别、生产者参与供应链合作的影响因素判断、中间节点成员整合管理状况分析等方面,系统考察了影响北京地产鲜果供应链不同整合模式形成的主要因素与相应的推拉动力。由此形成可能的创新点主要体现在:①将营销管理和消费者行为学理论具体应用到分析首都消费者鲜果消费价值诉求和市场细分方面。②结合北京都市农业发展现实和实证分析结果,首次提出鲜果供应链整合中供求直接对接的产地主导型都市农业模式。
Fruit industry has contributed a lot in the development of agricultural economy, food, ecology and tourism etc in Beijing. But the supply scale, structure of local fresh fruit as well as the market administration capability of the major market participants, are still remarkably conflicting with the consistent and diversified demand of local consumers as well as the demand for competition. The paper tries to find the way to solve these conflicts via the consolidation of supply chain.
Based on this, the paper begins from the clarification of the related definition and reviews of the basic theories, applies qualified and quantified analysis, positive research as well as the rationing method. Based on the systematic analysis about the supply chain management and the development statue quo both domestically and internationally, the paper studies the demand feature of the fresh fruit supply chain terminals, major factors influencing the Beijing suburb fruit producers in participating the supply chain cooperation as well as how they choose cooperate partners. The paper also studies the consolidation management capability and statue quo of the members on the supply chain. Finally, based on the above research result, the author puts forward several operation patterns in the supply chain consolidation of Beijing local fresh fruit as well as dedicated countermeasures to participants of different points and policy suggestions to the related government administration agencies. Major conclusion of the paper:
Agricultural industry association or farmer cooperative organization will be penetrated into all aspects of the supply chain as an important point and core participant; Chinese fruit supply chain operation features by combining wholesale market, supermarket and leading enterprises as their major operation pattern; Beijing fresh fruit market has large demand scope and can be catalogued into two sub-market based on the value pursuing and interest preference of the medium-high income class consumers in urban areas, ie, core interest pattern vs. culture and social pattern; Variables reflecting the major marketing features of fresh fruit market are dominant factors to Beijing suburb farmers in deciding whether to participate in the supply chain cooperation, while factors like the education level, production scale as well as the rate of income from fruit in total household income, mainly decide what kind of partners farmers may choose; The overall management capacity of the medium level participants in the fresh fruit supply chain is comparatively weak while the different points of supply chain are mainly tied by contractive relation; Production base oriented urban agricultural pattern, leading enterprise pulling pattern, consolidation pattern cored by supermarket, agent connection pattern as well as the cooperative merger among different supply chain points based on information network, are all patterns adapted to the supply and demand feature of the Beijing fresh fruit market and the different consolidation management capacity of different supply chain points.
Major countermeasures and policy suggestions by the paper are:
fruit farmers should focus on enhancing their education, production technology and products quality. The government should facilitate the fruit farmers to participate in the supply chain consolidation and increase their profitability via cooperative patterns and based on scale production of certain fruit types to increase their organizational degree. The core points on the supply chain should pay attention to increase the competitive advantage of the supply chain consolidation through applying demand orientation and differentiated consolidation thoughts; There is still much work to do for the administration agencies of all level in fostering and supporting the core point members so as to increase the general consolidation power, as well as paying attention to the supply of public goods and services.
The study feature of the paper is the systematic researching about the major factors that influencing the formation of different pattern of Beijing local fruit supply chain and the related motivations based on analysis about the demand feature of consumers, factors deciding whether the producer will participate in the supply chain cooperation, the statue quo of the consolidation management capability of the middle level point members. The might-be innovation of the paper mainly lies in: 1) Applying the marketing and consumer behavior theories into the analysis on the capital consumers’value pursuing and market differentiation. 2) Based on the development reality of Beijing urban agriculture and the positive analysis result, for the first time, the paper puts forward the production base oriented urban agriculture pattern, that is, directly connecting the supply and demand in the fresh fruit supply chain.
引文
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