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| 农民合作社为主体的水果供应链运作绩效研究
摘 要
水果成为人们日常生活必需品：人们不仅追求美味口感，安全意识日益增长，对水果品质安全提出了新要求。作为一种生鲜农产品，水果整个生长周期受自然影响大，散户果农根据虫害、自然气候等变化，难以科学使用化肥农药物质；水果农残检测费高，产销距离远，增加了水果损耗风险、运输成本和安全风险。“散户种植+多级市场传导+终极消费者”的传统模式普遍存在于市场，供销市场矛盾大——水果种植者收益低，消费者购买成本居高不下，有关供给端产品质量安全的信任危机严重。
水果产业一体化联合发力可破解供需矛盾，但有关水果供应链的发展在乡村水果市场发展缓慢。近年来，我国政府先后出台了系列惠农政策促进乡村产业振兴，鼓励家庭农场、农民专业合作社等新型农民经营主体发展。2013年来，每年的中央1号文件都强调农产品电子商务的发展和农产品有效供给。针对水果产销矛盾，一方面需要依靠原有的产销链条，依托新型经营主体，打造稳定的水果供应链；另一方面增加水果供应链运作价值，深挖契合消费市场的增值点。因此探索适合果农及市场需求地水果供应链运作模式，并通过科学的评价指标体系和评价方法，进行绩效评价，是水果供应链运作发展的科学渠道。
首先，结合水果市场发展现状、产销市场矛盾，对供应链绩效评价研究梳理，对研究主体和内容全面系统认识；其次，构建农民专业合作社为主体的水果供应链运作模型，准确把握农民专业合作社为主体的水果供应链运作构成和特点；确定绩效评价目的，选定适合研究对象绩效评价的指导原则，基于BSC扩展模型、KPI模型，采用文献阅读、德尔菲法和田野调查相结合的方法，确定财务、合作社自身、消费者、合作伙伴协调合作、合作伙伴学习与成长五个评价维度，建立农民专业合作社为主体的水果供应链运作绩效评价指标体系，确定指标权重，采用模糊综合评价进行评价分析。最后选取山西省隰县A合作社①为主体的水果供应链、陕西省富平B合作社为主体的水果供应链、四川省石棉C合作为主体的水果供应链三个实际案例，进行横向和纵向的绩效评价，将实际与理论相结合，得出相关的研究结果，通过对比分析，对存在的问题提出改进措施和管理建议。
关键词：农民专业合作社； 水果供应链； 绩效评价； 指标体系
Abstract
With the increase of urban and rural income and the improvement oflife quality, fruit has become a necessity of People's Daily life.People not only pursue delicious taste, their safety awareness is growing,Thus the change is that consumers have put forward new requirements for fruit quality and safety.As a kind of fresh agricultural products,the whole growth cycle of fruit is greatly affected by natural conditions. On the one hand,it is difficult for individual fruit farmers to scientifically use chemical fertilizers and pesticides according to changes in insect pests and natural climate；On the other hand, the cost of testing fruit pesticide residues is high,which can not meet the needs of the related subjects of production andmarketing;In addition, the long distance between fruit production and marketing increases the risk of fruit loss, transportation cost and safety risk.The traditional model of "individual fruit planter + multilevel market transmitters + ultimate consumer" is widespread in fruit market,and the supply and marketing market is in a dilemma -- fruit growers' income is low, consumers' purchase cost is high, and the quality-safety trust crisis of fruit market is serious.
The effort of fruit industry’s integration or joint can solve the contradiction between supply anddemand market, but the development of fruit supply chain is slow in the vast rural fruit market .In recent years, the Chinese government has issued a series of policies of benefiting farmersto promote the revitalization and development of rural industries and encourage the development of new farmers' operating entities such as family farms and specialized farmer cooperatives.Since 2013, the annual No.1 Central Document has emphasized the development of agricultural e-commerce and the effective supply of agricultural products.In view of the contradiction between fruit production and marketing, on the one hand,we need to rely on the original marketing chain and the new business entities to create a stable fruit supply chain;On the other hand,increasing the value of the fruit supply chain and digging the value-added point that fits the consumer market matter a lot.Therefore, to explore the operation mode of fruit supply chain suitable for fruit farmers and market demand,and to conduct performance evaluation through scientific evaluation index system and evaluation method, is a scientific channel to meet the development of fruit supply chain operation subjects.
Firstly, a systematic understanding of the fruit supply chain and its performance evaluation was carried out based on the knowledge of the developmentstatus of the fruit market and the contradictions in the supply and demandmarkets, as well as the research on the supply chain performance evaluation.Secondly, to construct a benefit operation model of the fruit supply chain and illustrate the mainbody is necessary, accurately grasping the structure and characteristics of the fruit supply chain.Determining the purpose of the performance evaluation and guiding principles suitable for performance evaluation of the research object lies later. Depending on extended BSC model and KPI model,using the method of the combination among theliterature reading,the Delphi methodand field research method determines five evaluation dimensions including the financial, cooperative operation, consumers, the coordination and cooperation of upstream-downstream and the related enterprises’ learning-growth, as well as determining the index weight and choosing the method of the fuzzy comprehensive evaluation to analyse.Lastly, combining the practical and theoretical,choosing three representative cases of fruit supply chains takes for examples,which comes from different rural to illustrate the authentic conditions through horizontal and vertical performance evaluation and to put forward the improvement measures and management advice by comparing analysis of existing problems.
Key words:Farmers’ professional cooperatives;Fruit supply chain; Performance evaluation; Index system
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