【摘要】 2009年6月20日,商务部下发《关于做好农产品“农超对接”试点工作的通知》,以“农户+合作社(龙头企业)+超市”为代表的新型农产品流通模式在我国崭露头角。农超对接改善了先前农产品流通渠道不畅、农户增收困难的局面,无论在资金流、商品流,还是信息流上,都是对农产品传统物流模式的创新。全面推进农超对接,有利于推动大型连锁超市利用自身优势参与农产品生产加工,为农户提供育种技术、物流配送、营销推广等一系列服务,并带动农民专业合作社发挥桥梁纽带作用,与分散农户组建利益共同体,最终实现超市、农户、消费者三方共赢。农超对接是搞活农产品流通、保障食品质量安全、促进农民增收的一项重要举措,是推进农业现代化和新农村建设的重要内容。

　　同时,在农超对接研究中,绩效评价是非常重要的领域,利用绩效评价方法对农超对接进行分析,有利于理清农民、超市、合作社等各个节点在农超对接模式中所处的位置,以及各个节点对整体运作效率的影响,并以此为基础,不断调整整个产业链,提升农超对接的运作绩效。切实可行的绩效研究,能够帮助企业尽早发现问题,寻求解决方案,促进模式优化。所以,有效的绩效评价是推动农超对接发展的关键。

　　本文在对农超对接的产生背景和研究意义进行分析的基础上,首先回顾了农超对接绩效评价的相关研究现状,罗列出了本文研究的总体思路和框架；接着分析农超对接的概念、特点等相关理论,然后分析了农超对接的发展现状和经济学意义,以及绩效评价的相关理论,并从企业价值的新视角构建了农超对接的绩效评价指标体系。从消费者价值绩效、超市价值绩效、农户价值绩效和合作社(龙头企业)价值绩效四个方面构建了农超对接的绩效评价指标体系。根据对合肥、蚌埠、黄山的合家福连锁超市负责人、农产品一线销售人员,在超市内购买农产品的消费者,加入农超对接模式的合作社或龙头企业的负责人以及黄山、六安等地的分散农户的实地调研,应用层次分析法(AHP)结合专家打分法进行绩效评价,并使用SPSS16.0软件辅助计算。

　　研究结果表明,在“四合一”农超对接的绩效评价体系中,超市和农民专业合作社(龙头企业)价值绩效得分值较高,消费者和农户价值绩效得分却偏低。其中,合作社(龙头企业)自有品牌培育度、运输便捷度和超市的货源稳定性明显增强,但消费者投诉率、投诉解决时间和农产品质量监控覆盖率的打分却差强人意。因此,建议农产品供应链各环节进一步严把质量关,关注消费者需求,促进农超对接的真正畅通和运作绩效的最大优化。

　　【Abstract】June 20，2009，the Commerce Department issued a notice on doing the experimental work of agricultural products "Integrate with Agricultural Base & Supermarketa new circulation pattern of agricultural products to farmers cooperatives (leading enterprises) supermarket in China emerge. Agriculture super-docking model improves the previous agricultural products distribution channels which are sluggish and difficult to increase incomes for rural household, Not only in terms of cash flow, goods flow, but also in flow of information on agricultural products, it is innovation for traditional logistics model. Comprehensively promote the Direct Farm to promote the large supermarket chains and use of its advantages in the production and processing of agricultural products for farmers with breeding techniques, logistics, marketing a wide range of services, and promote farmers' professional cooperatives to play a role as a link, and distributed to farmers set up community of interests, and ultimately the supermarket, farmers, consumers tripartite win. Direct Farm is to invigorate the circulation of agricultural products to ensure food quality and safety, an important measure to increase farmers' income, is to promote the modernization of agriculture and new rural construction.

　　In the same time, in the agriculture super-docking mode, the performance evaluation is a very important area, the use of performance evaluation method to analyze the agriculture super-docking mode, to sort out the various nodes of the farmers, supermarkets, cooperatives and other agricultural super-docking mode their proper locations, and each node on the overall operational efficiency，and on this basis, and constantly adjust the whole industry chain to enhance the performance of the agriculture super-docking operation. Practical performance, can help companies to identify problems as soon as possible, seek solutions and promote the model optimization. Therefore, the effective performance evaluation is the key to promoting the development of agriculture super-docking mode.

　　This article is based on the analysis in the background and significance of the agriculture super-docking mode, begin by reviewing the related research of the performance evaluation of agricultural super-docking mode, list the general idea and framework of this study; then analyzes the agriculture super-docking mode the concepts, features, and other related theories, and then analyze the development status and economic significance of agriculture super-docking mode, and performance evaluation theory, and from a new perspective of enterprise value to build a performance evaluation index system of agriculture super-docking mode. Agriculture super-docking mode performance evaluation index system is constructed from four aspects of the performance of consumer value, supermarket value performance, performance and co-operatives of farmers value (leading enterprises) value performance. According to the person in charge of Hefei, Bengbu, Huangshan co Jiafu supermarket chains and consumers of agricultural products frontline sales staff, purchase of agricultural products in the supermarket, join the agriculture super-docking mode of co-operatives or the person in charge of leading enterprises and Huangshan Luan dispersed farmers' field research, the application of Analytic Hierarchy Process (AHP) combined with the expert scoring method assesses the performance and SPSS 16.0 software-assisted calculation.

　　The results show that the performance evaluation system in the agriculture super-docking mode "Four supermarkets and farmers' professional cooperatives (leading enterprises) Value performance score value higher, consumers and farmers the value of the performance score low. Among them, the co-operatives (leading enterprises) nurturing of its own brand, transportation convenience and supermarket supply stability significantly enhanced, but the rate of consumer complaints, complaint resolution time and quality of agricultural products monitoring coverage rate is unsatisfactory. Therefore, it is recommended that further agricultural supply chain to strict quality control, attention to consumer demand, and promote the agriculture super-docking model of the real flow and operational performance optimization.

　　【关键词】 农超对接； 绩效评价； 层次分析法(AHP)； 专家打分法；

　　【Keywords】agriculture super docking; Performance evaluation; Analytic hierarchy process (AHP); Expert scoring method