【摘要】 随着我国社会经济和农业生产力的发展，农产品供给情况从短缺逐步走向剩余，这直接导致了农产品生产者“卖难”的问题。与此同时，生活水平的不断提高导致消费者对农产品的需求从温饱时期的数量要求向小康生活的质量追求转变。传统的农贸市场由于其规模较小，设施条件差，不仅难以解决生产者的销售问题，也无法保障能为消费者提供高质量的产品。2009年中央一号文件“支持大型连锁超市和农产品流通企业开展农超对接”拉开了我国“农超对接”全方位展开的序幕。“农超对接”不仅为生产者提供了一个大量销售的平台，同时也为消费者提供了更好的消费环境和产品规格。伴随着商务部、农业部、财政部等部门大力度推行“农超对接”，超市和农民专业合作社组织积极参与其中，“农超对接”形势一片红火。

　　在国家政策的号召下，长春市也开展了农超对接的推进工作。2011年8月18日，长春市在农博会上举行了首届农超对接洽谈会暨签约仪式，标志着长春市大型连锁超市与农民实现了无缝对接。本文选取众一合作社和长春欧亚超市为生产者和超市的代表，通过实地调研访谈、数据分析和文献研究等手段，以市场营销理论、交易费用理论等为理论基础，对“农超对接”背景下长春市城郊农民专业合作社的农产品营销问题进行现状、问题和对策研究。全文共分六章：

　　第 1 章：绪论。主要介绍研究背景、目的、意义，国内外研究动态及本文的研究思路和方法。

　　第 2 章：相关概念界定和基础理论。对农产品营销、农民专业合作社和农超对接进行概念界定，并介绍市场营销理论、供应链理论和交易费用理论及这些理论在本文的应用。

　　第 3 章：农超对接模式下农产品营销主体分析。本章对农超对接中两大主体：合作社和超市进行了农超对接的 SWOT 分析，并重点关注了二者在农产品营销中的不足。

　　第 4 章：农超对接模式下农产品目标市场分析。本文根据实地调研数据，对农产品市场进行分析与定位，并根据不同的目标市场制定了相应的营销策略，包括产品、价格、渠道和促销策略。

　　第 5 章：农超对接模式下农产品营销效益分析。主要分析了农超对接后，合作社和农户以及超市的实际受益情况，并对消费者进行效益分析。

　　第 6 章：主要结论和研究展望。同时本章节针对合作社和超市在农产品营销过程中存在的问题提出相应的对策，并对该课题未来的研究方向进行展望。

　　【Abstract】With the development of national economy and Productive forces, the supply of agricultural productions have been changed from shortage to surplus, which directly leads to the phenomena that it is hard to sell all the agricultural productions. At the same time, the model of agricultural demand has also been changed from quantity-centered to quality-centered as the improvement of people’s life. Due to the low-level of infrastructure and relative small-scale, traditional agricultural production market cannot settle the sale problems as well as guarantee the quality of productions. Central Document No.1 of 2009 put forward ‘to support Super-butt between supermarket chains and Agricultural products logistics enterprises’, which opened the prelude of the "agriculture super-docking" in all directions. Agricultural Super-Docking not only provides a platform for sellers, but also provided a better consuming environment. With the support of Ministry of Commerce, Ministry of Agriculture, the Ministry of Finance and other departments, supermarkets and agricultural cooperatives has been participated, which made the super-butt going well.

　　Response to the call of national policy, Changchun City also promoted the super-butt. The first agricultural super-butt Fair that is signing ceremony held in the Agriculture Expo, on August 18, 2011, which, stands for the super-butt has been made between supermarket and farmers. This paper chose ZHONGYI Agricultural Cooperatives and OYA supermarket as examples, based on the real survey, interview, data analyses, and Marketing Theory, The transaction cost theory, to study the Agricultural Cooperatives on status, existing problems and suggestions against the background of Agricultural Super-butt.

　　This paper is divided into Six Chapters:

　　First Chapter: “Presentation”, which introduced the goal, significance, status of study abroad & domestic, study method and main content.

　　Second Chapter: “Definition and Theories”, which defined relating concepts of Agricultural production Marketing, Agricultural Cooperatives and Agricultural Super-butt, and then introduced relative theories..

　　Third Chapter: “Problems analysis”, which used SWOT analysis to analyze the advantages & disadvantages, Opportunities & Threatens, then summarized the existing problems.

　　Fourth Chapter: “Target Market Analysis”, which analyzed Agricultural market and price positioning, then made relative strategy that including production, price and methods.

　　Fifth Chapter: “Benefit analysis”, which analyzed the Benefit from Agricultural super-butt and Consumer surplus.

　　Sixth Chapter: “Conclusions”, which stated the conclusions, finally look forward to the future.

　　【关键词】 农超对接； 农民专业合作社； 农产品营销； SWOT分析； 长春市；

　　Key words: Agricultural Super-butt; Agricultural Cooperatives; Marketing of agricultural products; SWOT analysis