INFLUENCING FACTORS OF INCOME PERFORMANCE OF NEW RETAIL "AGRICULTURAL SUPERMARKET DOCKING" COOPERATION IN GUIZHOU, CHINA
In order to adapt to the development of The Times and the needs of consumers, fresh food retailers involved in the docking of agricultural products supermarkets have launched fresh food consumption channels. Excellent enterprises like Yonghui supermarket and Carrefour have emerged. This means there is a dual-channel mode of agricultural supermarket docking, but the revenue performance imbalance remains a problem. Maximizing individual interests in the dual-channel "agro-super docking" of fresh food can harm overall profits in the supply chain. It affects the income of each subject in the fresh dual-channel "agriculture-supermarket docking" supply chain and the feasibility of dual-channel coordination. This paper conducts research to address these issues. This paper analyzed the background of the dual-channel connection problem between fresh agricultural products and supermarkets, and summarized the research status of fresh agricultural products industry, the development of agricultural supermarket connection mode, the coordination of dual-channel supply chain of fresh agricultural products, and profit performance. Secondly, through literature review, the main influencing factors that may affect income distribution are selected, and the empirical analysis is carried out through the structural equation method. Based on the sample data, the structural equation model is used to verify the research hypothesis and theoretical model. The theoretical model constructed in this paper is based on the theory of firm rent. Through analysis and verification, the model has a medium to high explanatory power on the influencing factors of the revenue performance of the dual-channel "agriculture-supermarket docking" of fresh food. For the dual channel "agriculture and super docking" of fresh food, the model is based on the enterprise rent theory. For the participants, it is suggested to increase the proportion of profits from two main aspects: enhancing enterprise strength and retaining technology. At the same time, the government policy plays an important regulatory role in the profit distribution of the dual-channel "agriculture and super docking" of fresh food. It can promote good cooperation between participants, improve their fresh preservation technology, reduce transaction costs, improve the profitability of participants, and indirectly affect the profit distribution of the dual-channel "agricultor-supermarket docking" of fresh food.
New Retail, Agriculture and Super Docking, Income Performance.