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1、毕业论文（2010届）优化品牌农产品供应链的研究I摘要农业生产作为国民经济的基础产业之一，始终在人类社会经济发展中发挥着非常重要的作用。在新的时代背景下，从供应链管理的角度来考虑农产品的整个生产经营活动，使已经形成规模经济的农产品生产基地更加健康的发展下去，实现对农产品的集中管理和全程的质量管理。农产品品牌化经营对农业发展有很大的带动作用。本文首先阐释了品牌及品牌农产品供应链的概念，分析了品牌农产品供应链参与者众多，结构复杂、市场不确定性较大、资产专用性及对物流要求较高等特点，指出了发展农产品供应链可以提高农产品的国际竞争力，促进农业
2、产业化发展及产业组织化程度的提高、带动其它产业发展及农业增效、农民增收等作用；接着对重视农业发展的奉化市的品牌农产品概况、水蜜桃供应链的状况进行阐述，并分析了影响水蜜桃供应链在生产环节品种结构不合理、加工环节加工能力薄弱、贮藏运输环节保鲜技术落后等制约因素；最后针对所存在问题提出了生产主体调整品种结构、加工企业加强加工能力、提高包装贮存技术等建议。关键词：品牌农产品；供应链构建；水蜜桃；奉化市IAbstractAgriculturalproductionasoneofthebasicindustryofnationaleconomy,
3、alwaysplaysaveryimportantroleintheeconomicdevelopmentinhumansociety.Inthenewera,ineyesofsupplychinamanagementtoconsiderthewholeagriculturalproductionandbusinessactivities,sothattheagriculturalproductionbase,whichhasbecomescaleeconomies,candevelophealthy,andimplementcent
4、ralizedagriculturalproductsmanagementandfullqualitymanagement.Besides,brandmanagementofagriculturalproductsonagriculturaldevelopmentisplayingaveryimportantroleofleading.Thispaperexplainstheconceptsofthebrandandthesupplychainofagriculturalproductsatfirst.Thenanalysisthec
5、haracteristicsofthesupplychinaofbrandagriculturalproducts,suchas,therearemanyparticipantsinthesupplychainofthebrandagriculturalproducts,andthestructureiscomplex;theuncertaintyofmarketisgreater;assetsspecificityanddemandsonthelogisticsishigherandsoon.Pointsouttheuseofbra
6、ndagriculturalsupplychain,forexample,improvingtheinternationalcompetitivenessofagriculturalproducts;promotingthedevelopmentofagriculturalindustrialization,otherindustriesagriculturalefficiency,ruralincomesandtheimprovementofthedegreeonindustrialorganization.Next,describ
7、estheoverviewofthebrandagriculturalproductsaswellasthestatusofthepeachsupplychaininFengHua,whichemphasisontheagricultural.Analyzesitsdevelopmentconstraints.Suchas,thespeciesstructureisirrationalinproduction,thecapacityofprocessingisweak,thepreservationtechnologyisbackwa
8、rdinstorageandtransportation.Finally,makesomesuggestions:producersadjusttheproductstructure,processingenterpri
