【正文】 s range of around 12,500 products is less than half that of the major supermarket chains engaged in online shopping. Doubts have been expressed about the longterm sustainability of storebased fulfilment. As the volume of online sales expands, conflicts between conventional and online retailing are likely to intensify. At the “front end” of the shop, aisles may bee increasingly crowded with staff picking orders for online customers. In practice, however, much of the picking of highselling lines is done in the back store room. It is at the “backend” that space pressures may bee most acute. Over the past 20 years the trend has been for retailers to reduce the amount of back storage space in shops as instore inventory levels have dropped and quickresponse replenishment bee the norm. This now limits the capacity of existing retail outlets to support the online order fulfilment operation. New shops can, nevertheless, be purposebuilt to integrate conventional retailing and online fulfilment. The Dutch retailer Ahold has coined the term “wareroom” to describe a dedicated pick facility colocated with a conventional supermarket (Mees, 2000). Most of the purposebuilt fulfilment centres so far constructed are on separate sites. They offer a number of logistical advantages over storebased picking. As their inventory is dedicated to the online service, home shoppers can check product availability at the time of ordering and, if necessary, alter their shopping list. The order picking function should also be faster and more efficient in fulfilment centres as they are specially designed for the multiplepicking of online orders. To be costeffective, dedicated pick centres must handle a large throughput. The threshold level of throughput required for viability also depends on the breadth of the product range. It is very costly to offer an extensive range in the early stages of an etailing operation when sales volumes are low. Offering a limited range can cut the cost of the operation but make it more difficult to lure consumers from conventional retailing. Another inventoryrelated problem which retailers using pick centres have encountered is the difficulty of disposing of excess stocks of shortshelf life product. When overstocking occurs in a shop, consumer demand can be stimulated at short notice using price reductions or instore merchandising techniques. It is more difficult using electronic media to clear excess inventory of fresh produce from fulfilment centres that consumers never visit. Several studies have argued that storebased fulfilment is more appropriate in the early stages of a retailer39。3. leaving it at a local collection point。682 million in 2006 and causing considerable inconvenience to online shoppers (IMRG, 2006). A good deal of creative thinking has been applied to this problem. Figure 1 provides a classification of the main forms of unattended delivery that have so far been developed (McKinnon and Tallam, 2003). A fundamental distinction exists between unsecured and secured delivery. Unsecured delivery, sometimes called “doorstepping” in the UK, involves simply leaving the consignment outside the house, preferably in a concealed location. This eliminates the need for a return journey and can be convenient for customers, but obviously exposes the order to the risk of theft or damage.When no one is at home, the delivery can be secured in four ways:1. giving the delivery driver internal access to the home or an outbuilding。培育有文化、懂技術(shù)、會(huì)經(jīng)營的新型農(nóng)民，發(fā)揮億萬農(nóng)民建設(shè)新農(nóng)村的主體作用，健全和完善農(nóng)村經(jīng)濟(jì)體制，建設(shè)社會(huì)主義新農(nóng)村。以促進(jìn)農(nóng)民增收為核心，發(fā)展鄉(xiāng)鎮(zhèn)企業(yè)，壯大縣域經(jīng)濟(jì)，多渠道轉(zhuǎn)移農(nóng)民就業(yè)。（四）發(fā)展現(xiàn)代農(nóng)業(yè)、繁榮農(nóng)村經(jīng)濟(jì)農(nóng)產(chǎn)品物流是農(nóng)產(chǎn)品從農(nóng)民或批發(fā)商出發(fā)經(jīng)過各流通環(huán)節(jié)最終到達(dá)消費(fèi)者的過程。對(duì)解決我國農(nóng)村現(xiàn)存的小農(nóng)經(jīng)濟(jì)買難賣難、提高農(nóng)民收入與農(nóng)產(chǎn)品商品化率等問題起到了促進(jìn)作用?！币虼耍訌?qiáng)現(xiàn)代農(nóng)產(chǎn)品流通體系的建設(shè)是提高農(nóng)民收入、擴(kuò)大農(nóng)村消費(fèi)、活躍農(nóng)村經(jīng)濟(jì)的重要選擇。”中央提出“要積極開拓農(nóng)村市場(chǎng)，用現(xiàn)代流通方式建設(shè)和改造農(nóng)村流通網(wǎng)絡(luò)，改善農(nóng)村消費(fèi)環(huán)境。通過對(duì)各種流通體系的建立與完善，從根本上解決農(nóng)民“豐產(chǎn)不豐收”“高質(zhì)低價(jià)”的現(xiàn)象，讓農(nóng)民得其所得；流通體系的建立，從一定程度上擴(kuò)大農(nóng)民非農(nóng)收入，真正讓農(nóng)民富起來。 而解決“三農(nóng) ”問題的癥結(jié)之一 ，就是如何使東 、中 、西部農(nóng)民的收入差距隨著國民經(jīng)濟(jì)的發(fā)展不斷縮小， 使城鄉(xiāng)人們的收入差距不斷縮小。 黨的十六大曾提出，在新世紀(jì)的頭 20 年，我國要建設(shè)全面的、更高水平的小康社會(huì)。五、搞活農(nóng)村流通經(jīng)濟(jì)意義（一）增加就業(yè)自2000年以來，批發(fā)零售餐飲業(yè)年均增長就業(yè)人數(shù)200萬，%，今年商務(wù)部將在全國再建和改造15萬家“萬村千鄉(xiāng)市場(chǎng)工程”農(nóng)家店，據(jù)統(tǒng)計(jì)，今年增加農(nóng)家店將實(shí)現(xiàn)就業(yè)46萬人，農(nóng)家店加上配送中心，可提供50萬個(gè)就業(yè)機(jī)會(huì)，另外每個(gè)攤位提供一個(gè)就業(yè)機(jī)會(huì)來測(cè)算，200個(gè)農(nóng)產(chǎn)品批發(fā)市場(chǎng)可提供40萬個(gè)就業(yè)機(jī)會(huì)，今年計(jì)劃支持400個(gè)農(nóng)貿(mào)市場(chǎng)，每個(gè)市場(chǎng)已500人來算，可提供20萬個(gè)就業(yè)機(jī)會(huì)，流通業(yè)為勞動(dòng)密集型產(chǎn)業(yè)，在解決就業(yè)問題，吸納就業(yè)人口方面發(fā)揮基礎(chǔ)型作用。要借鑒日本、韓國和我國臺(tái)灣的經(jīng)驗(yàn)，對(duì)市場(chǎng)的水、電、路和大型交易設(shè)施、信息系統(tǒng)、結(jié)算系統(tǒng)等公共基礎(chǔ)設(shè)施建設(shè)加大財(cái)政支持力度；同時(shí)，逐步推廣現(xiàn)代交易方式和運(yùn)作管理模式。再次，對(duì)農(nóng)民合作組織實(shí)施信貸支持。加大對(duì)農(nóng)產(chǎn)品流通稅收、信貸政策的支持首先，完善農(nóng)產(chǎn)品流通各個(gè)環(huán)節(jié)的流通稅收政策，實(shí)現(xiàn)全面優(yōu)惠減免的政策。加強(qiáng)農(nóng)產(chǎn)品流通體系的信息化建設(shè)政府應(yīng)該采取有效措施推進(jìn)農(nóng)村經(jīng)濟(jì)信息體系建設(shè)，從整體的角度采取切實(shí)的措施。有利于農(nóng)業(yè)名牌產(chǎn)品的信譽(yù)維護(hù)和提高。所以，由政府出面組織協(xié)調(diào)，農(nóng)民專業(yè)合作社出資等方式促成優(yōu)質(zhì)農(nóng)產(chǎn)品的廣告。鼓勵(lì)農(nóng)民發(fā)展農(nóng)副產(chǎn)品加工業(yè)，把農(nóng)產(chǎn)品的增值加工的環(huán)節(jié)前移，前移到農(nóng)村專業(yè)合作社，村級(jí)經(jīng)濟(jì)組織，實(shí)現(xiàn)農(nóng)產(chǎn)品的加工增值，為農(nóng)民創(chuàng)造財(cái)富；再次，大力培育“名，優(yōu)，特”農(nóng)產(chǎn)品，集中生產(chǎn)，形成規(guī)模，將產(chǎn)品優(yōu)勢(shì)轉(zhuǎn)化為市場(chǎng)優(yōu)勢(shì)。（三）積極開展農(nóng)產(chǎn)品營銷策略現(xiàn)代營銷手段不能為工業(yè)產(chǎn)品所包攬，農(nóng)產(chǎn)品也要積極開展市場(chǎng)營銷活動(dòng)，提高農(nóng)產(chǎn)品的流通效率，開拓國內(nèi)外市場(chǎng)。最近，國務(wù)院規(guī)定從 2010 年 12月 1 日起，所有收費(fèi)公路對(duì)整車合法裝載鮮活農(nóng)產(chǎn)品的車輛免收通行費(fèi)；少量混裝其他農(nóng)產(chǎn)品及超載幅度在合理計(jì)量誤差范圍內(nèi)的鮮活農(nóng)產(chǎn)品運(yùn)輸車輛，比照整車合法裝載車輛執(zhí)行。我國目前絕大部分農(nóng)產(chǎn)品加工企業(yè)還停留在初級(jí)農(nóng)產(chǎn)品的銷售上，對(duì)流通加工、提高農(nóng)產(chǎn)品附加值未能充分重視，盡管在一定程度上緩解了單個(gè)農(nóng)戶自主從事農(nóng)產(chǎn)品流通的困難，但農(nóng)產(chǎn)品流通效率的改進(jìn)空間仍受到較大限制。農(nóng)業(yè)發(fā)展經(jīng)驗(yàn)表明，要改變初級(jí)農(nóng)產(chǎn)品低附加值性和季節(jié)性，提高農(nóng)產(chǎn)品可貿(mào)易性，必須實(shí)施農(nóng)產(chǎn)品的精深加工，實(shí)現(xiàn)農(nóng)產(chǎn)品的轉(zhuǎn)化增值。（3）“生產(chǎn)商（個(gè)體專業(yè)戶）自銷、直銷”模式大部分農(nóng)戶生產(chǎn)的農(nóng)副產(chǎn)品以家庭為基本生產(chǎn)單位，生產(chǎn)規(guī)模小，以原字號(hào)居多，在自銷、直銷模式中出現(xiàn)三種情況：商品流通主要通過鄉(xiāng)鎮(zhèn)集貿(mào)市場(chǎng)———集散地批發(fā)市場(chǎng)而進(jìn)入城鎮(zhèn)農(nóng)副產(chǎn)品銷售終端。人）或者法人組織牽頭，借助于農(nóng)村專業(yè)合作經(jīng)濟(jì)組織形式，借助于訂單農(nóng)業(yè)模式，一定程度上提升了農(nóng)戶農(nóng)產(chǎn)品的規(guī)模生產(chǎn)與競(jìng)爭優(yōu)勢(shì)，但仍不及龍頭企業(yè)實(shí)力，構(gòu)建物流配送體系與獨(dú)立分銷渠道并不具有經(jīng)濟(jì)優(yōu)勢(shì)，通過專業(yè)市場(chǎng)分銷渠道所形成的集成規(guī)模經(jīng)營能力使流通成本更低、流通效率更高，往往將其產(chǎn)品大部分通過產(chǎn)地農(nóng)產(chǎn)品批發(fā)市場(chǎng)的商戶進(jìn)行總代理甚至總經(jīng)銷，由其輸入與其定位相適應(yīng)的銷地批發(fā)市場(chǎng)或者零售集貿(mào)市場(chǎng)，再流入終端消費(fèi)者手中。（1）“龍頭企業(yè)深加工—零售超市”對(duì)接模式龍頭企業(yè)通過資金、技術(shù)、管理、市場(chǎng)營銷等手段培育大型農(nóng)產(chǎn)品專業(yè)生產(chǎn)基地，形成相對(duì)穩(wěn)定的商品資源，深加工產(chǎn)品具有相對(duì)穩(wěn)定的規(guī)模優(yōu)勢(shì)與品牌優(yōu)勢(shì)，龍頭企業(yè)市場(chǎng)定位相對(duì)高端，構(gòu)建冷鏈物流配送體系與獨(dú)立批發(fā)分銷渠道具有經(jīng)濟(jì)優(yōu)勢(shì)，通過訂單經(jīng)營方式將基地農(nóng)戶生產(chǎn)的農(nóng)產(chǎn)品大部分直接輸入與其定位相適應(yīng)的、具有規(guī)模經(jīng)營實(shí)力的大型超級(jí)市場(chǎng)、品牌連鎖專賣店，少部分流入產(chǎn)地批發(fā)市場(chǎng)，再流入終端消費(fèi)者手中。農(nóng)民專業(yè)合作一般都是通過集體采購，集中儲(chǔ)藏、包裝，集中運(yùn)輸、配送，這樣不僅能有效提高農(nóng)產(chǎn)品在流通初始階段物流的組織化程度，提高物流整體效率，實(shí)現(xiàn)物流規(guī)模效益，從而提高農(nóng)產(chǎn)品在整個(gè)流通過程中的效率。農(nóng)戶要改變?cè)械莫?dú)立經(jīng)營模式，最好以村鎮(zhèn)為單位，按照現(xiàn)代公司的模式來進(jìn)行農(nóng)業(yè)經(jīng)營，生產(chǎn)上，首先將土地及生產(chǎn)工具集中，由專門的人員負(fù)責(zé)生產(chǎn)管理，從種子、化肥的采購，到中間的施肥等等集中來進(jìn)行處理，而在流通方面也要交給對(duì)市場(chǎng)比較熟悉、具有一定市場(chǎng)眼光和談判經(jīng)驗(yàn)的人專門運(yùn)作，這樣既能降低農(nóng)作物生產(chǎn)成本，又能提高農(nóng)作物在市場(chǎng)上的售賣價(jià)格，提高農(nóng)產(chǎn)品的利潤，讓農(nóng)戶真正得到實(shí)惠，這種生產(chǎn)和經(jīng)營上的規(guī)?；蛯I(yè)化經(jīng)營，可以使得農(nóng)民在現(xiàn)有國家優(yōu)惠政策下更進(jìn)一步提高收益，真正實(shí)現(xiàn)農(nóng)村富裕。只有實(shí)現(xiàn)規(guī)?；?jīng)營才能夠在市場(chǎng)采購和售賣中擁有一定的市場(chǎng)地位，市場(chǎng)地位的提高也就意味著經(jīng)營話語權(quán)尤其是定價(jià)權(quán)的增強(qiáng)，只有擁有了在定價(jià)上的相應(yīng)權(quán)力才能保證維護(hù)自身的利益。（二）規(guī)范農(nóng)產(chǎn)品流通方式建立市場(chǎng)化經(jīng)營組織農(nóng)民應(yīng)該加強(qiáng)合作，成立相應(yīng)的組織來進(jìn)行市場(chǎng)化經(jīng)營，以維護(hù)自身的利益?？赡壳拔?