【摘要】 伴随着经济的快速发展,我国的农产品市场发生了翻天覆地的变化,由原来的买方市场逐渐转变为了卖方市场,导致了农产品的“卖难”问题。与此同时,如何改善“三农”问题,成为促进我国国民经济发展的重中之重。此外,当今社会,人们在生活质量提高的前提下,逐渐改变了农产品的消费需求,使食品安全问题备受关注。正是在这种情况下,“农超对接”作为一种新型的农产品流通模式出现了,并在政府的引导和支持下逐渐深入到人们的生活中。该模式通过减少中间环节,降低流通成本等途径实现了生产者、消费者和超市三方共赢的局面,并促进了食品安全以及农业现代化的发展。但是目前国内外学者对该模式实施效果的检测以及评价方面研究尚未深入。因此,本文主要针对这一问题进行了研究,具体研究内容如下:首先,本文在基于对国内外文献研究的基础上,对“农超对接”的内涵、相关理论及国内外研究现状进行了述评。其次,以“农超对接”模式相关理论为切入点,从社会、经济、生态三个角度构建了关于“超市+合作社+农户”农超对接模式实施效果评价的指标体系。再次,通过对枣强县“超市+合作社+农户”农超对接模式运作情况的调查以及研究,对指标体系的使用和可行性进行了验证,并运用模糊层次分析法(FAHP)构建出“超市+合作社+农户”农超对接模式评价模型。以该地区农超对接模式的具体案例为模板,对其运行现状进行了评价。评价结果为一般,同时发现了该模式在该地区运作过程中存在的弊端,具体表现为:合作社规模小;超市管理不规范;“农超对接”对接种类单一、对接数量较小;消费者对食品安全以及“农超对接”的认知度较低等四个方面。最后,结合案例地区的评价结果以及在实施过程中所暴露出来的问题,为该模式的优化发展提出了指导性建议,以期作为当地以及周边相似区农超对接模式的运作、发展和完善的借鉴,使优质农产品能够真正赢在超市。笔者认为,具体应从以下几个方面着手:第一,加大政府部门对合作社的扶持力度;第二,提高超市的经营管理水平;第三,开展和加强对消费者进行农产品消费的教育。

　　【Abstract】 With the rapid development of economy, the market of Chinese agricultural products has undergone earth-shaking changes, and original buyer’s market has gradually shifted to seller’s market, leading to the agricultural products of "sell difficult”problem. At the same time, how to solve the problems of "agriculture, countryside and farmers", become the top priority to promote the development of our national economy. In addition, the improvement of people’s life quality leads to the change of agricultural products of consumption demand gradually,and the problem of food security has been paid more and more widely attention. In this case, the "agriculture super docking" as a new type of agricultural product circulation pattern goes deep into people’s life by the government’s guidance and support gradually. The model has achieved the tripartite win-win situation of the producers, consumers, and supermarket,through the decrease of the intermediate links and the drop of the circulation cost, and promoted the development of food safety and agricultural modernization. However, the domestic and overseas scholars’study of the model test and evaluation of the implementation effect is not deepgoing. Therefore, this article mainly aims at the problem, and the specific research content are as follows:First of all, this article summerized the connotation of "agriculture super docking", related theory and current situation of research based on the literature research at home and abroad.Secondly, it constructs index system of implementation effect evaluation about "supermarket + cooperatives + farm households" agriculture super docking model from the angles of society, economy and ecology,with the breakthrough point of related theory of"agriculture super docking" model.Again,it verified the feasibility of the index system through the research of operation situation of"supermarket + cooperatives + farm households" agriculture super docking mode in Zaoqiang County,and constructed the "supermarket + cooperatives + farm households" agriculture super docking mode evaluation model using fuzzy analytic hierarchy process (FAHP). And it evaluated the operation status using the specific case of agriculture super docking mode in this area as a template. The results is“general”, and it found deficiencies of the process of operation in this area, the specific performances are as followes: the scale of the cooperatives is small; The management of supermarket is not standard; the type of"Agriculture super docking" docking is sole,and the joint quantity is small; the consumers’awareness of food safety and "agriculture super docking" is low.Finally, it put forward guiding suggestions for optimized development of this pattern, combining the evaluation results in case area and exposed problems of the process of implementing, to provide a reference for the development and for the perfect of "agriculture super docking" in surrounding similar area and local area , making quality products can really win in the supermarket. In witer’s opinion, to promote the development of agriculture super docking mode should do as the following steps: first, strengthen the government department’s support foe the cooperative; Second, improve the supermarket management level,; Third, develop and strengthen the education of agricultural products consumption to consumers.

　　【关键词】 “超市+合作社+农户”； “农超对接”； 实施效果； 评价；

　　【Key words】 "supermarket + cooperatives + farm households"； "agriculture super docking"； implementation effect； evaluation；