基于农户视角的“农超对接”模式探讨——以山东“农超对接”为例

Discussion on the Mode of Farmer Linked with Supermarket in Farmers' Perspective— Taking Shandong Province as Case

"农超对接"是目前我国农产品供应链中的新兴模式,该模式不仅大大降低了农产品的流通成本,而且有效增加了农民收入。农民作为"农超对接"模式下的最大受益主体,往往在与超市对接的过程中产生供求矛盾,从而导致农民在生产技术、产品结构、产品加工和产品配送等多个层面上,呈现出力不从心的局面。基于此,本文以山东"农超对接"为例,考察农民在"农超对接"过程中遇到的问题,并以此为依据,对构建规范、合理的"农超对接"经营模式提出针对性对策与建议。

Farmer linked with supermarket was a new emerging mode in agricultural supply chain .It could not only greatly reduce the circulation cost of agricultural products , but also effectively increase the in-come of farmers.As the biggest benefit subject , the farmers often showed a powerless situation at multiple lev-els, such as production technology , product mix, product processing and product distribution ,because of the conflict between supply and demand .Based on this situation ,taking Shandong Province as the case , the prob-lems present in the process of farmer linked with supermarket were found out , and the countermeasures and proposals were put forward for constructing normative and reasonable business model .