文档介绍：上海交通大学
硕士学位论文
超市发展对我国农产品流通的影响研究
姓名:徐海晶
申请学位级别:硕士
专业:农业经济管理
指导教师:于冷
20070117
摘要

超市是近几年发展起来的生鲜农产品销售业态,它给农贸市场
传统的农产品经营带来了一定的影响和冲击。本文旨在通过对超市给
农产品流通体系带来的影响分析,宏观上为政府制定生鲜农产品流通
政策提供理论参考,微观上为超市企业提供提高农产品经营竞争力的
建议,以提高农产品流通效率,进一步满足社会公众日益提高的生鲜
农产品消费需求。
本文以连锁超市业处于领先地位的上海为例,研究了农产品超
市流通的现状和存在的问题。通过对各大超市卖场的实际调查和对超
市消费者的问卷抽样,在与传统农贸市场在价格、品种、顾客群、供
应渠道、质量安全管理等方面进行比较的基础上,结合经济学理论,
分析出超市发展对农产品流通的影响。
研究表明,目前超市销售同质农产品的价格与传统农贸市场相
差不多,个别甚至低于市场价格,运用经济学短期均衡理论分析了超
市价格较传统零售渠道存在差异的原因。超市正在改变着消费对农产
品的购买习惯,但短时不会完全取代农贸市场这一流通渠道。超市使
农产品经营向精品化和标准化发展,结合上海本地超市农产品经营的
发展现状揭示了经营农产品品牌化的趋势。超市使农产品供应链体系
由水平渠道转向垂直渠道,提高了流通效率,并从理论上验证了供应
链的改善可使农户与消费者获得双赢。超市的经营形式有利于对农产
品流通的质量安全管理,列举了一些经营较成功的超市质量安全管理
i
体系的案例,重点分析了引人关注的超市食品安全问题。最后根据研
究结论和实际情况,对超市如何加强农产品的经营和政府如何在政策
上予以引导和监督提出了一些参考建议。

关键词:超市,农产品,流通,生鲜

ii
RESEARCH ON THE IMPACT SUPERMARKET
DEVELOPMENT HAS ON AGRICULTURAL PRODUCTS
MARKETING AND DISTRIBUTION

ABSTRACT

Supermarkets thrive on retailing fresh agricultural products in the
recent years, which have considerable impact on dealers in conventional
channels such as wet markets. The paper studied the impact supermarkets
have on agricultural market and distribution, and provided theory
reference to government policy establishment to agriculture and
suggestion to supermarket enterprises to enhance petition to
agricultural products dealing, so that agriculture market and distribution
can be more effective and rising demand from consumers can be satisfied.
Here we have flourishing Shanghai city as example to research
supermarket and wet market as well as consumers by questionnaire.
Based on the parison was made between two major markets in
the terms of retail price, variety, consumer, supply chain and quality safe
management, and the situation and issue of agricultural products market
and distribution in supermarkets was analyzed..
The agricultural products prices in