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1、山东农业大学 硕士学位论文 农贸市场超市化发展问题研究-以泰安市泰山区为例 姓名：高明晶 申请学位级别：硕士 专业：农业推广 指导教师：岳书铭 2010-12-12 农贸市场超市化发展问题研究以泰安市泰山区为例 IV 摘 要 伴随人们生活水平、城市文明程度的提高，现代流通业的发展和食品 结构的调整，传统农贸市场越来越不能满足居民对食品安全、环境卫生和 生活质量的要求，农贸市场自身的各种弊端日益显现。“农改超”，是随 着国民经济发展到一定阶段而出现的我国农产品流通新型营销业态， 是当 前农贸市场规范化创新发展的表现，也是提升农产品竞争能力的途径之 一。本文以泰安市泰山区农贸市场超市化发展作为主要
2、研究对象，通过搜 集与整理“农改超”的案例，对泰安市“农改超”的运行现状及其面临的 问题进行研究，为推进农贸市场超市化发展提供实践依据。 本文研究的主要内容是，在明确农贸市场超市化发展科学含义基础 上，从农产品质量安全的角度，分析我国农贸市场超市化发展的过程，阐 明农贸市场超市化发展的机制，明确农贸市场超市化发展的目标，提出促 进泰山区农贸市场超市化发展的政策建议。全文总共包括六个部分：第一 部分为引言，主要介绍本文研究背景、目的与意义，对国内外已有研究成 果加以总结评述，说明本文采用的研究方法、内容与技术路线以及创新点 和存在的不足之处。 第二部分为农贸市场超市化发展的理论分析与经验借 鉴，
3、在界定相关概念的基础上，首先说明了与农贸市场超市化发展问题研 究密切相关的不对称信息理论、 外部性理论和产业组织理论的基本思想及 其在指导本文研究内容中的应用价值；然后从社会效益、产业发展效应和 产品竞争效应三个角度论证了农贸市场超市化发展的必要性， 最后通过对 国内国外农贸市场超市化发展模式及经验的介绍， 得到一些我国农产品超 市化发展的启示。第三部分为泰山区农贸市场超市化发展的调查分析，简 要介绍了研究对象的基本情况，说明了泰山区农贸市场超市化发展的背 景，分析了泰山区推进农贸市场超市化发展采取的政策措施，农贸市场超 市化发展现状与特点， 从经营模式和管理模式两种角度剖析了花园农贸市 场和
4、向阳农贸市场超市化发展试点的共性特征。 第四部分为泰山区农贸市 场超市化发展面临的问题及因素分析， 具体包括超市化改造中相关主体利 益协调问题，与农产品超市化发展相适应的产业组织构建问题、农改超后 农贸市场超市化发展问题研究以泰安市泰山区为例 V 经营管理问题以及政府职能定位及有效履行问题。 第五部分为泰山区农贸 市场超市化发展的总体思路与对策建议。第六部分为结语。 本文的创新点包括：（1）研究发现，农贸市场超市化发展取得成功 的关键是在创新有别于农贸市场和大型综合超市的经营理念的基础上， 科 学构建有效协调政府、生产经营者和消费者之间利益关系的机制。（2） 调查结果表明，城市居民的购买行为习
5、惯很大程度上影响着“农改超”的 发展。农贸市场超市化发展必须坚持供给适应需求这一原则，生鲜农产品 生产经营模式只有与城市居民消费行为特点相适应，才能具有竞争力。 （3）本文认为，农贸市场超市化发展体现了现代化农产品流通体制的发 展趋势， 但受主客观条件的影响， 农贸市场向超市化发展不可能一蹴而就， 农贸市场超市化发展要坚持因地制宜、循序渐进的原则。 关键词：农贸市场；农改超；制度创新 农贸市场超市化发展问题研究以泰安市泰山区为例 VI Abstract With the improvement of peoples living standards and urban civilization
6、, the development of modern circulation types ,food restructuring and the traditional farmers market can not meet peoples demands on food safety, sanitation and quality of life, the farmers marktes own defects become more prominent. “Free market of agricultural products transformed into supermarket“
7、is a new Marketing formats of circulation of agriculation products at a certain stage of social and economic development,is a mark of standardization and innovation and development of current free market of agricultural products and a way to make agricultural products more competitive. This paper ta
8、kes market of agricultural products to be supermarket at Distrition Taishan Taian city as research object, according to collection and arrangement of related cases, researching current running state and their facing problems.This research will offer practical basis for promoting the development of b
9、eing supermarket of free market of agricultural products. Main contents of this research is that which based on definition of free market to be supermarket, and from the point of quality and safety of agricultural products, analyze a process of free market of agricultural products transformed into s
10、upermarket, detaile the development mechanism of free market of agricultural products transformed into supermarket, make clear the object of free market of agricultural products transformed into supermarket, and give some policy advices.Full paper contains six parts: first part is introduction, back
11、ground,objective and significance of research was mainly introcued, current research status home and abroad was summaried, research method and technology route were explained.Second part is theoretical analysis and experience and lessons of free market to be supermarket.based on difinition of relate
12、d concepts, basic idea of related information asymmetried theory, externality theory and industrial organization theory and its application value in our research were firstly explained.Then the necessity of free market of agricultural products transformed into supermarket from three perspectives,soc
13、ial benefits, effects of industry development and products competition was proved.Lastly, according to introduction of development patterns and experiences home and abroad, some enlightenment of free market of agricultural products transformed into supermarket was got. The third part is investigatio
14、n and analysis of free market of agricultural products transformed into supermarket in Dist. Taishan. Basic status was simply introduced, development background was explained,current status and characteristics, policy and measure to advance development of free market of agricultural products transfo
15、rmed into supermarket were analyzed. From two points, operating model and management mode, generality characteristic of two pilot zone, Garden and XiangYangHong Markdet was analysed. The fourth part is analysises of existed problems 农贸市场超市化发展问题研究以泰安市泰山区为例 VII and factors in the markets in Dist.Taish
16、an.Especifically, this contains interest coordination of realting stakeholders, building of adapting industry organization, subsequent operation and management, Governmetn functional location and realization of effective actions. The fifth part is overall thinkings,countermeasures and advices for free market of agricultural products transformed into supermarket in Dist. Taishan. The last part is conclusion. There are three important innovation points as followed in this paper. Fir
