| 渠道关系稳定性和流程优化对农产品流通成本的影响——以新疆林果产品供应链为例 |
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| 引用本文： | 谢继蕴,李崇光.渠道关系稳定性和流程优化对农产品流通成本的影响——以新疆林果产品供应链为例[J].农业现代化研究,2019,40(1):109-119. |
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| 作者姓名： | 谢继蕴 李崇光 |
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| 作者单位： | 华中农业大学经济管理学院;重庆工商大学会计学院 |
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| 基金项目： | 国家社会科学基金项目（17BGL249） |
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| 摘 要： | 基于渠道关系与行为理论,构建渠道上下游双边关系稳定性和渠道流程优化对农产品流通成本影响的理论模型,并运用结构方程模型(SEM)对新疆林果产品批发及加工企业的调研数据进行实证分析,客观、深入地剖析了农产品流通的成本形成与价值创造机理。结果表明,从农产品产地批发和加工企业的视角看,渠道上游关系的稳定性对渠道下游关系有正向传导作用,稳定的渠道关系对提升渠道流程的集成与创新具有重要的积极影响;渠道关系的稳定性、渠道流程的集成与创新是流通成本形成的直接动因,稳定的公司与农户关系和渠道流程的营销创新会付出推高流通成本的代价,稳定的公司与客户关系、渠道流程的集成和物流创新则发挥了降低流通成本的作用;渠道流程的优化是价值创造与流通成本控制的关键,渠道流程的集成性发挥着重要的枢纽作用。因此,政策导向应注重公司与农户合作的农业基地建设,建立稳定的客户关系,发挥渠道关系的稳定性对渠道流程优化的积极作用,加强现代物流、电子商务和大数据营销的应用与普及,才能有效控制流通成本。
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| 关 键 词： | 农产品流通渠道 渠道关系稳定性 渠道流程优化 流通成本 结构方程模型（SEM） |
| 收稿时间： | 2018/7/22 0:00:00 |
| 修稿时间： | 2018/8/27 0:00:00 |
Influence of the channel relationship stability and the channel flow optimization on the circulation cost of agricultural products: A case study of supply chain of forest fruits in Xinjiang |
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| XIE Ji-yun and LI Chong-guang.Influence of the channel relationship stability and the channel flow optimization on the circulation cost of agricultural products: A case study of supply chain of forest fruits in Xinjiang[J].Research of Agricultural Modernization,2019,40(1):109-119. |
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| Authors: | XIE Ji-yun and LI Chong-guang |
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| Institution: | College of Economics Management,Huazhong Agricultural University,Wuhan;College of Accounting,Chongqing Technology and Business University,College of Economics Management,Huazhong Agricultural University,Wuhan |
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| Abstract: | Based on a survey data of wholesale and processing enterprises of forest fruits in Xinjiang and applying the behavioral theory, this paper construed a theoretical model to assess the influences of the channel relationship stability and the channel flow optimization on the circulation costs of agricultural products and analyzed the circulation cost formation of agricultural products and the mechanism of value creation. Results show that the stability of relationship with the channel upstream has a positive conduction effect on the channel downstream relationship from the perspective of agricultural product wholesale in the producing area and processing enterprises. Stable channel relationship can promote the integration and innovation of channel flow. The stability of channel relationship, the integration and innovation of channel flow are the direct forming forces of circulation cost. The costs of maintaining a stable relationship between enterprises and farmers and the marketing innovation push up the circulation cost while the stable relationship between enterprises and customers, the integration and innovation of channel flow play a critical role in reducing the circulation cost. The optimization of channel flow is a key to value creation and circulation cost control, and the integration of channel flow plays an important role. Therefore, to control the circulation cost effectively, this paper suggests: to guide policies toward the agricultural base development for improving the cooperative performance between enterprises and farmers, to expand the stable distribution of customer relationship, to fully utilize the channel relationship in optimizing channel flow, and to promote the application of modern logistics, electronic commerce, and big data marketing in the industry. |
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| Keywords: | circulation channels of agricultural products stability of channel relationship channel flow optimization circulation cost structural equation model |
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