鲜活水产品流通模式演进机理研究

经历几十年的经济改革和发展，我国鲜活水产品流通演化出一系列不同的模式，每一类型的流通模式又表现为几种不同的具体实现形式。本文运用分工理论和顾客价值理论对水产品流通模式的演进过程和发展障碍进行分析，结果表明，鲜活产品流通模式是分工市场化和分工内卷化此消彼长相互作用的结果，并且符合消费者价值的流通模式才能成为今后水产品流通的主流模式。应通过改善分工条件和零售终端的经营环境来促进鲜活水产品流通模式的发展。

Study on Evolution Mechanism of Fresh and Live Aquatic Products Circulation Pattern

During the reform and development of economy in the past several years, China＇s fresh and live aquatic products circulation has evolved a series of different patterns which include various specific realization forms. Research on evolutionary process and development obstacles of circulation pattern applied division of labor theory and customer value theory. The findings indicate that circulation patterns of fresh and ,live aquatic products are results of waxing and waning affections of marketization and involution of labor division and the circulation patterns which live up to consumer value will become mainstream. Division of labor condition and business environment of retailers should be improved to promote the development of fresh aquatic product circulation pattern.