以超市为中心的农产品供应链建构策略探析.doc

摘要:随着我国经济的迅速发展，我国城镇居民的消费水平快速提高，正从小康型向富裕型过渡，在选购农产品的参考因素方面，越来越注重食品安全、营养成分和加工的便利性；在购买地点的选择上也变得更加注重节省选购时间、方便、快捷；在消费心理方面也越来更加注重和信赖知名品牌，品牌消费也成为一种潮流。传统农产品的流通模式，供应链与城镇居民对生鲜活农产品的选购需求之间的差异也越来越大，在这样的背景下超市成为越来越多的消费者进行选购农户产品的重要场所，这样也为建立以超市为中心的农产品供应链提供重要的现实依据，是农产品超市化经营是具有庞大的发展前景，相信在不久的将来，这种以超市为中心的农产品供应链必将成为农产品经营的主流。在这个过程中通过对我国当前各种农产品供应链模式及特点进行简单的研究后，发现其中的优缺点之后，得出我国当前农产品供应链中存在的一些问题。然后提出建立以超市为中心的农产品供应链建构有什么优势或者说意义，最后提出完善和构建以超市为中心的农产品供应链的策略。

关键词：农产品 供应链  超市

ABSTRACT:With China's economic develop rapidly, China's urban residents consumption level increase rapidly, the transition from a well-off type to the rich, in terms of reference factors of purchase of agricultural products, convenience is paying more and more attention to food safety, nutrition and processing; in the purchase of the choice of location is also becoming more attention to save time, buy convenient, fast; in the consumer psychology is also more and more attention and trust the well-known brand, brand consumption has become a trend. Traditional agricultural products circulation pattern, the difference between demand to buy live in fresh supply chain and the urban residents of agricultural products is also growing, in the context of this supermarket has become more and more consumers are important places to buy household products, it also provide realistic basis for the establishment of agricultural supply chain supermarket as the center the, is the supermarket management of agricultural products prospect is huge, I believe that in the near future, the supermarket as the center of the agricultural products supply chain will become the mainstream of the management of agricultural products. In this process a simple research on China's current agricultural products supply chain model characteristics, after the discovery of the advantages and disadvantages, some problems existing in our country's agricultural products in supply chain. Then proposed the establishment of the supply chain of agricultural products in supermarkets as the center of the construction have what advantage or meaning, then proposed the establishment of the supply chain of agricultural products in the supermarket as the center of the strategy. 

Keywords：the agricultural products ;supply chain;supermarket