Permalink : http://hdl.handle.net/2115/81631

This paper focuses on the efforts of “Farmer-Supermarket Connection” Project around a big city in China, revealing constraints on the project from the perspective of channel competition. The analysis method is a case study, and the study selects an association of grape cooperatives located in the suburbs of Nanjing. The results of the analysis show that no better prices can be offered to producers for the channel on “Farmer-Supermarket Connection” Project, so the channel has lower competition than direct channels for consumers. In addition, producers with the channel for traders find it difficult to pass the associationʼs criteria for the channel for “Farmer-Supermarket Connection.” If an agricultural cooperativeʼs bargaining power with supermarkets is insufficient, the lower capacity of a cooperative to stably supply products to meet demand prevents promotion of the “Farmer-Supermarket Connection” Project.