Cause Analysis and Rescue Strategy Research of Fresh Agricultural Products “Hard to Sell and Expensive to Buy” ——from the Perspective of Middlemen’s Purchase and Sale Behavior
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责任编辑：方程ZHANG Lei1，WANG Na1 and SHENG Li-ying2 （1.School of Business，Ludong University，Yantai 264025，Shandong，China；2.School of Economics and Management，
Shenyang Agricultural University，Shenyang 110866，Liaoning，China）
Abstract：In recent years，“hard to sell and expensive to buy”of fresh agricultural products occur frequently，and both farmers and citizens are damaged. It is of great practical significance to dig deeply into the causes and explore rescue strategy in order to break through the predicament of fresh agricultural products，increase the income of farmers and improve people's livelihood. Taking the fresh agricultural products industry chain under the leading mode of wholesale market as the main line ，the formation process of the transaction price of fresh agricultural products in each link is analyzed and the internal mechanism of the coexistence of “hard to sell” and “expensive to buy” of fresh agricultural products is explained from the perspective of middlemen's purchase and sale behavior and economic motivation. Due to the regulation of open-air market ，the low penetration of e-commerce to fresh agricultural products and the immature development of cooperatives ，the overproduced fresh agricultural products rely more on the wholesalers of fresh agricultural products to achieve upward growth. However ，the wholesalers will also take prudent risk aversion behavior to reduce the purchase volume，so the motivation of high wholesale sales becomes an important driving force for the difficulty of selling fresh agricultural products ，and various price increases existing in the "last mile" and the operating profits earned by retail vendors to maintain their livelihood are important obstacles to the sharp decline of terminal retail prices，which eventually leads to the dilemma of“hard to sell”and“expensive to buy”. This shows that in the circulation of fresh agricultural products，whether it is the risk aversion and purchase reduction of wholesalers ，or the high price increase of retailers，their behavior decisions are in line with the logic of rational economic man ，which is a helpless choice under the balance of interests. In fact，the bias of the behavior of the middlemen is only a corner of the problem of“hard to sell and expensive to buy”. From the deep observation，the vulnerability of fresh agricultural products supply presented by“hard to sell and expensive to buy”is the result of many problems. Accordingly，it is proposed to improve the market information platform of fresh agricultural products，enhance the docking function of production and marketing of farmers' specialized cooperatives， promote the standardization and scale development of agricultural products wholesale bodies ，build a public welfare circulation system for agricultural products，and improve the emergency plan of agricultural products supply.
Key words：“hard to sell and expensive to buy”；fresh agricultural products；middleman；purchase and sale behavior