Research on the Integration of Agricultural Product Supply Chain Based on Consumer Benefit

Abstract

The development trend of economic integration and marketization, supply chain build-up and integration is becoming more and more important in the agricultural field. Nowadays, the integration of agricultural products supply chain in China is entering a whole new level. The contradiction under this level focuses on the consumers' benefits. The prices of agricultural product keep rising, which leads to consumers' benefit loss. The safety issue of agricultural product causes the loss of consumer trusts seriously, and finally influences the interests of producers. In recent years, the appeal of food safety gets more frequently, which will arise awareness of the whole society. How to protect customers' benefits by agricultural pr oducts supply chain build-up and integration has become a problem. The article is based on a case about practices of agricultural products supply chain management in a typical area, which takes vegetables and fruits supply chain as research sample, incomplete contract theory, marketing channel theory, customer value theory, and game theory. The goal is to protect consumers' interests, explore the model of agricultural products integration in China under the reality restriction, and to make improvement and innovation.