农产品营销渠道绩效评价与比较研究
|
摘要
农产品营销渠道是农产品从生产者转移到消费者的途径和通道,它连接着生产和消费,是整个社会再生产过程中的重要环节,关系到十三亿人民食品需求的确保以及多数农民生计的改善,它在农业部门乃至整个国民经济中所起的作用和所处的地位十分重要和关键。
然而,进入新世纪以来,由原来建立在卖方市场条件下的传统农产品营销渠道模式逐渐不再适应我国当前新的农产品营销环境,出现了一系列农产品营销渠道问题,比如农产品营销渠道的低绩效运行,阻碍了农产品从生产者向消费者间的流转,抑制了消费者福利的最大化,严重制约了我国农业和农产品营销的发展。
那么,如何构建畅通、高效的农产品营销渠道以实现农产品及相关服务从农户向消费者的快速流转,解决农产品滞销卖难问题;如何建立新的渠道成员利益分配格局,化解农户收入最大化、中间商利润最大化、消费者福利最大化等这些相互冲突的矛盾;如何提高渠道效率、降低营销费用以减少整个社会在食品消费中所付出的成本和代价,提高消费者的福利水平;等等这些现实的渠道问题亟待研究和解决。这些问题归结起来即是农产品营销渠道的绩效问题;农产品营销渠道绩效受到哪些因素的影响?如何评价渠道链及渠道成员的绩效水平?如何选择和建立高绩效的农产品营销渠道?本文试图在农产品的渠道绩效方面做出探索性研究,以期能够回答和解决上述这些现实和理论问题。
论文研究的主要内容包括:
1.农产品营销渠道绩效相关因素分析。提出渠道结构、渠道职能、渠道协同与渠道绩效的四因素模型,并应用来自农产品营销渠道成员的量表数据,借助结构方程模型分析方法,探讨渠道绩效与渠道结构等因素间的关系。同时运用计量分析方法探讨经济发展、环境、消费等外部因素对渠道绩效的影响与作用。
实证分析显示:①农产品营销渠道结构是影响渠道绩效的关键因素,渠道结构透过渠道协同和渠道职能对渠道绩效产生间接的正向影响。这是本研究的一个极为重要的结论,它揭示出渠道结构与渠道绩效之间的作用机制。它说明,渠道协同和渠道职能是渠道结构实施过程中的关键环节,忽视渠道协同和渠道职能两者中的任何一个环节,都不能实现其提升渠道绩效的目的。因此,单有理想的渠道结构而缺乏渠道成员间的配合和对渠道职能的合理安排,农产品营销渠道组织的绩效目标将难以实现。这也为渠道一体化提供了一个理论解释。
②渠道协同能提高渠道绩效,有助于形成富有竞争力的渠道链。根据渠道协同的这种思想,在渠道系统内进行联合或一体化非常重要。
③渠道履行过程实质是耗费营销成本,创造渠道服务产出,增加效用和增值价值的过程。渠道职能的划分和履行对渠道绩效有显著影响。
④在渠道绩效的外部变量中,经济发展、政府政策和消费是重要的影响因素。经济发展水平提高,会推动渠道环节缩短,有助于提高渠道绩效以及服务产出水平;政府对农产品营销渠道体系的宏观管理,有助于促进渠道整体绩效的提高;而消费水平的提高,有助于推动流通业的升级,促进渠道绩效的提高。
2.农产品营销渠道绩效水平评价。本文构建了农产品营销渠道绩效评价指标体系,通过市场调研收集了农产品营销组织的销售绩效、分销效率等多方面的数据资料,运用灰靶决策方法测算了当前城市中两种主要的农产品营销渠道模式的绩效水平,对农产品营销的主渠道——农产品批发市场进行了比较研究。
分析显示:①农贸市场和生鲜超市一定时期内会继续共存。农贸市场虽然存在诸多问题,但其仍然是一种有效率的农产品营销渠道形式,短期内不会被生鲜超市所取代,但其经营状况会受到后者较大的冲击和影响。②农产品批发市场的价值链有待延伸,走垂直一体化道路。一方面有助于寻找到新的利润点,开拓发展空间;另一方面也可以有效减少渠道环节,通过内部关联交易降低流通成本,提高农产品流通效率。
3.农产品营销渠道绩效状况分析。通过市场调查数据,对生产者、中介组织等渠道成员在农产品过程中的成本费用、效益等进行了分析。
调查分析显示:零售商、批发商等渠道中介在整个价值链中处于主导地位,占有了大部分的渠道利益。这一看法符合关于渠道主导权对角线转移的理论。
总体来说,本研究对于促进农产品营销理论发展、完善我国农产品营销渠道体系、推进农产品营销渠道改造升级有着积极意义。具体表现在:探讨农产品营销渠道绩效的作用机制与影响因素,有助于丰富和拓展农产品营销渠道的理论研究;评价和分析农产品营销渠道绩效,有助于解决农产品营销渠道效率低下问题,实现农产品快速高效流转;研究提高农产品营销渠道绩效的对策,对于推进和深化农产品营销渠道体系变革,构建高绩效的农产品营销渠道,有着现实意义。
Agricultural marketing channel is the ways and channels which the agricultural products transferred from producers to consumers, and channels is the connection of production and consumption, and an important link in the entire social reproduction process. It related to the food needs of 1.3 billion people, as well as to ensure the improvement of livelihood of the majority peasants, and has a very important status and crucial role in the agricultural sector and even the entire national economy.
However, the traditional mode of agricultural marketing channels which established in the seller's market conditions hasn't gradually longer adapt to the current new agricultural products marketing environment since entering the new century. There has been a series problems of agricultural marketing channels, such as agricultural marketing channel is operating in lower performance, and hindered agricultural products' circulation from producers to consumers, and its inhibiting the maximization of consumer welfare, and has seriously hampered the development of China's agricultural and marketing of agricultural products.
So, how to construct smooth and efficient marketing channels to achieve the rapid circulation of agricultural products and related services from fanners to consumers, and sovle these problems which agricultural products are difficult to sell out or saled sluggishly; how to set up a new interests distribution pattern of channel member, and resolve these conflicts and antinomies which farmers' income maximization, middlemen profit maximization and the consumers welfare maximization; how to improve channel efficiency and reduce the marketing cost in order to reduce food consumption cost in the whole community, and raise consumer welfare level, etc. These practical problems about marketing channels need to be studied and solved. These problems can be summed up, namely, is the performance of agricultural products marketing channels: which factors affected the performance of agricultural marketing channels? How to assess the performance level of channel members or channel chain? How to choose and establish a high-performance of the agricultural marketing channels? This dissertation attempts to carry on a exploratory study about channel performance of agricultural products in order to answering and resolving these practical and theoretical issues.
The main research content includes:
1) Analysis the relationship between agricultural marketing channel performance and its related factors. We put forward four factors model of channels (channel structure, channel functions, channel synergies, and channel performance), and use the scale data from members of the agricultural marketing channels, using Structural Equation Model (SEM) analysis method, explorer the relationship between channel performance and other three factors, At the same time, we also use the econometrics method to analysis the effect that economic development, environmental, consumption and other external factors to the channel performance.
The empirical analysis shows that: a) Channel structure of agricultural marketing is the critical impact on the channel performance, channel structure have indirect positive effects to channel performance through channel synergies and channel function. It is a very important conclusion in the research and reveals the mechanism between channel structure and channel performance. It shows that the channel synergies and channel function is the key links and taches. If ignore either channel synergies or channel functions, we fail to achieve its aim of enhancing the channel performance. Therefore, only have the best structure and the lack of the support and cooperation of channels members and the reasonable arrangement about channel functions, the performance goals of agricultural products marketing channels organization will be difficult to achieve. This also provides an explanation in theory for channel integration.
b) Channel synergies can improve channel performance, and is helpful to form a competitive channels chain. Based on the thoughts about channel synergies, it is very important to alliance or integration in a channel system.
c) Channel perform process is essentially spent marketing costs and create services output of channels, and is also a unity-added and value-added process. The fulfillment and partition of Channel functions effect channel performance
d) Economic development, government policy and consumption are an important factor effecting channel performance in the external variables. The channel link will be shortened with the improvement of economic development level, and it is helpful to raise channel performance and the level of service output. The government's macro-management to agricultural marketing channel system is helpful to increase the overall performance of channel. The rising consumption level is helpful to the updating of circulation industry, and promotes the improvement of channel performance.
2) Evaluation the performance level of agricultural marketing channel. We build up the indexes of channel performance of agricultural marketing, collected a lot of data about the sales status, distribution efficiency of organization of agricultural products by market research, and use Gray-target Decision Model to calculation the performance level of the current pattern of agricultural products marketing channel in the cities, and compare agricultural wholesale markets which is the main distribution channel of agricultural products.
The analysis conclusion showed that: a) Terminal market and Fresh supermarket will continue to coexist for a certain period. Although the Terminal market have some problems, but it is still an efficient channels form of agricultural marketing, will not be replaced by fresh supermarket in the short term, but its operation will be greater impact and influence by the latter, b) Wholesale market of agricultural products need to be extended value chain, and take the road of vertical integration. It is helpful to find new profits, the development field, and it also can be effective to reduce channel link, and reduce distribution cost through internal affiliated transactions, and improve the distribution efficiency of agricultural products.
3) Analysis the performance status of Agricultural marketing channel. We analyzed the cost and benefit of channel members in the marketing process through market survey data, including producer, intermediary organizations.
The analysis report showed: retailers, wholesalers and other middlemen are in a dominant position in the entire channel value chain and hold most of the channels interests. The conclusion is consistent with this view on the channel diagonal dominance transfer theory.
In a conclusion, this study has a positive significance in the following aspect: promoting of agricultural products marketing theory development, improving the system of China's agricultural marketing channels, and pushing forward the upgrading of agricultural marketing channels. namely, it is helpful to enrich and expand the theoretical research of agricultural marketing channels by exploring the mechanisms and influencing factors of the performance of agricultural marketing channel; it is helpful to resolve the inefficient problems of channels and achieve fast and efficient distribution of agricultural products through evaluation and analysis the performance of agricultural marketing channels; it is a practical significance that discuss the countermeasures to improve the performance of agricultural marketing channels and advance the innovation and evolvement of marketing channel system of agricultural products, and the construction of high-performance agricultural marketing channels.
然而,进入新世纪以来,由原来建立在卖方市场条件下的传统农产品营销渠道模式逐渐不再适应我国当前新的农产品营销环境,出现了一系列农产品营销渠道问题,比如农产品营销渠道的低绩效运行,阻碍了农产品从生产者向消费者间的流转,抑制了消费者福利的最大化,严重制约了我国农业和农产品营销的发展。
那么,如何构建畅通、高效的农产品营销渠道以实现农产品及相关服务从农户向消费者的快速流转,解决农产品滞销卖难问题;如何建立新的渠道成员利益分配格局,化解农户收入最大化、中间商利润最大化、消费者福利最大化等这些相互冲突的矛盾;如何提高渠道效率、降低营销费用以减少整个社会在食品消费中所付出的成本和代价,提高消费者的福利水平;等等这些现实的渠道问题亟待研究和解决。这些问题归结起来即是农产品营销渠道的绩效问题;农产品营销渠道绩效受到哪些因素的影响?如何评价渠道链及渠道成员的绩效水平?如何选择和建立高绩效的农产品营销渠道?本文试图在农产品的渠道绩效方面做出探索性研究,以期能够回答和解决上述这些现实和理论问题。
论文研究的主要内容包括:
1.农产品营销渠道绩效相关因素分析。提出渠道结构、渠道职能、渠道协同与渠道绩效的四因素模型,并应用来自农产品营销渠道成员的量表数据,借助结构方程模型分析方法,探讨渠道绩效与渠道结构等因素间的关系。同时运用计量分析方法探讨经济发展、环境、消费等外部因素对渠道绩效的影响与作用。
实证分析显示:①农产品营销渠道结构是影响渠道绩效的关键因素,渠道结构透过渠道协同和渠道职能对渠道绩效产生间接的正向影响。这是本研究的一个极为重要的结论,它揭示出渠道结构与渠道绩效之间的作用机制。它说明,渠道协同和渠道职能是渠道结构实施过程中的关键环节,忽视渠道协同和渠道职能两者中的任何一个环节,都不能实现其提升渠道绩效的目的。因此,单有理想的渠道结构而缺乏渠道成员间的配合和对渠道职能的合理安排,农产品营销渠道组织的绩效目标将难以实现。这也为渠道一体化提供了一个理论解释。
②渠道协同能提高渠道绩效,有助于形成富有竞争力的渠道链。根据渠道协同的这种思想,在渠道系统内进行联合或一体化非常重要。
③渠道履行过程实质是耗费营销成本,创造渠道服务产出,增加效用和增值价值的过程。渠道职能的划分和履行对渠道绩效有显著影响。
④在渠道绩效的外部变量中,经济发展、政府政策和消费是重要的影响因素。经济发展水平提高,会推动渠道环节缩短,有助于提高渠道绩效以及服务产出水平;政府对农产品营销渠道体系的宏观管理,有助于促进渠道整体绩效的提高;而消费水平的提高,有助于推动流通业的升级,促进渠道绩效的提高。
2.农产品营销渠道绩效水平评价。本文构建了农产品营销渠道绩效评价指标体系,通过市场调研收集了农产品营销组织的销售绩效、分销效率等多方面的数据资料,运用灰靶决策方法测算了当前城市中两种主要的农产品营销渠道模式的绩效水平,对农产品营销的主渠道——农产品批发市场进行了比较研究。
分析显示:①农贸市场和生鲜超市一定时期内会继续共存。农贸市场虽然存在诸多问题,但其仍然是一种有效率的农产品营销渠道形式,短期内不会被生鲜超市所取代,但其经营状况会受到后者较大的冲击和影响。②农产品批发市场的价值链有待延伸,走垂直一体化道路。一方面有助于寻找到新的利润点,开拓发展空间;另一方面也可以有效减少渠道环节,通过内部关联交易降低流通成本,提高农产品流通效率。
3.农产品营销渠道绩效状况分析。通过市场调查数据,对生产者、中介组织等渠道成员在农产品过程中的成本费用、效益等进行了分析。
调查分析显示:零售商、批发商等渠道中介在整个价值链中处于主导地位,占有了大部分的渠道利益。这一看法符合关于渠道主导权对角线转移的理论。
总体来说,本研究对于促进农产品营销理论发展、完善我国农产品营销渠道体系、推进农产品营销渠道改造升级有着积极意义。具体表现在:探讨农产品营销渠道绩效的作用机制与影响因素,有助于丰富和拓展农产品营销渠道的理论研究;评价和分析农产品营销渠道绩效,有助于解决农产品营销渠道效率低下问题,实现农产品快速高效流转;研究提高农产品营销渠道绩效的对策,对于推进和深化农产品营销渠道体系变革,构建高绩效的农产品营销渠道,有着现实意义。
Agricultural marketing channel is the ways and channels which the agricultural products transferred from producers to consumers, and channels is the connection of production and consumption, and an important link in the entire social reproduction process. It related to the food needs of 1.3 billion people, as well as to ensure the improvement of livelihood of the majority peasants, and has a very important status and crucial role in the agricultural sector and even the entire national economy.
However, the traditional mode of agricultural marketing channels which established in the seller's market conditions hasn't gradually longer adapt to the current new agricultural products marketing environment since entering the new century. There has been a series problems of agricultural marketing channels, such as agricultural marketing channel is operating in lower performance, and hindered agricultural products' circulation from producers to consumers, and its inhibiting the maximization of consumer welfare, and has seriously hampered the development of China's agricultural and marketing of agricultural products.
So, how to construct smooth and efficient marketing channels to achieve the rapid circulation of agricultural products and related services from fanners to consumers, and sovle these problems which agricultural products are difficult to sell out or saled sluggishly; how to set up a new interests distribution pattern of channel member, and resolve these conflicts and antinomies which farmers' income maximization, middlemen profit maximization and the consumers welfare maximization; how to improve channel efficiency and reduce the marketing cost in order to reduce food consumption cost in the whole community, and raise consumer welfare level, etc. These practical problems about marketing channels need to be studied and solved. These problems can be summed up, namely, is the performance of agricultural products marketing channels: which factors affected the performance of agricultural marketing channels? How to assess the performance level of channel members or channel chain? How to choose and establish a high-performance of the agricultural marketing channels? This dissertation attempts to carry on a exploratory study about channel performance of agricultural products in order to answering and resolving these practical and theoretical issues.
The main research content includes:
1) Analysis the relationship between agricultural marketing channel performance and its related factors. We put forward four factors model of channels (channel structure, channel functions, channel synergies, and channel performance), and use the scale data from members of the agricultural marketing channels, using Structural Equation Model (SEM) analysis method, explorer the relationship between channel performance and other three factors, At the same time, we also use the econometrics method to analysis the effect that economic development, environmental, consumption and other external factors to the channel performance.
The empirical analysis shows that: a) Channel structure of agricultural marketing is the critical impact on the channel performance, channel structure have indirect positive effects to channel performance through channel synergies and channel function. It is a very important conclusion in the research and reveals the mechanism between channel structure and channel performance. It shows that the channel synergies and channel function is the key links and taches. If ignore either channel synergies or channel functions, we fail to achieve its aim of enhancing the channel performance. Therefore, only have the best structure and the lack of the support and cooperation of channels members and the reasonable arrangement about channel functions, the performance goals of agricultural products marketing channels organization will be difficult to achieve. This also provides an explanation in theory for channel integration.
b) Channel synergies can improve channel performance, and is helpful to form a competitive channels chain. Based on the thoughts about channel synergies, it is very important to alliance or integration in a channel system.
c) Channel perform process is essentially spent marketing costs and create services output of channels, and is also a unity-added and value-added process. The fulfillment and partition of Channel functions effect channel performance
d) Economic development, government policy and consumption are an important factor effecting channel performance in the external variables. The channel link will be shortened with the improvement of economic development level, and it is helpful to raise channel performance and the level of service output. The government's macro-management to agricultural marketing channel system is helpful to increase the overall performance of channel. The rising consumption level is helpful to the updating of circulation industry, and promotes the improvement of channel performance.
2) Evaluation the performance level of agricultural marketing channel. We build up the indexes of channel performance of agricultural marketing, collected a lot of data about the sales status, distribution efficiency of organization of agricultural products by market research, and use Gray-target Decision Model to calculation the performance level of the current pattern of agricultural products marketing channel in the cities, and compare agricultural wholesale markets which is the main distribution channel of agricultural products.
The analysis conclusion showed that: a) Terminal market and Fresh supermarket will continue to coexist for a certain period. Although the Terminal market have some problems, but it is still an efficient channels form of agricultural marketing, will not be replaced by fresh supermarket in the short term, but its operation will be greater impact and influence by the latter, b) Wholesale market of agricultural products need to be extended value chain, and take the road of vertical integration. It is helpful to find new profits, the development field, and it also can be effective to reduce channel link, and reduce distribution cost through internal affiliated transactions, and improve the distribution efficiency of agricultural products.
3) Analysis the performance status of Agricultural marketing channel. We analyzed the cost and benefit of channel members in the marketing process through market survey data, including producer, intermediary organizations.
The analysis report showed: retailers, wholesalers and other middlemen are in a dominant position in the entire channel value chain and hold most of the channels interests. The conclusion is consistent with this view on the channel diagonal dominance transfer theory.
In a conclusion, this study has a positive significance in the following aspect: promoting of agricultural products marketing theory development, improving the system of China's agricultural marketing channels, and pushing forward the upgrading of agricultural marketing channels. namely, it is helpful to enrich and expand the theoretical research of agricultural marketing channels by exploring the mechanisms and influencing factors of the performance of agricultural marketing channel; it is helpful to resolve the inefficient problems of channels and achieve fast and efficient distribution of agricultural products through evaluation and analysis the performance of agricultural marketing channels; it is a practical significance that discuss the countermeasures to improve the performance of agricultural marketing channels and advance the innovation and evolvement of marketing channel system of agricultural products, and the construction of high-performance agricultural marketing channels.
引文
6 安妮·科兰等.营销渠道(第六版).蒋青云,孙一民等译.北京:电子工业出版社,2003.4.
7 Martin Christopher.物流与供应链管理(英文版).电子工业出版社,2003.1.
8 后来又学者认为价值链对购买--生产--消费所采取的水平或垂直式的线形观察角度具有局限性,而现实企业往往与其它公司的联系或者关系非常复杂,因而提出了价值网络(Value Network)的概念,即一个公司为创造资源、扩展和交付货物而建立的合伙人和联盟合作系统。
9 Richard L.Kohls,Joseph N.Uhl.Marketing of Agricultural Products[9~(th)]..Macmillan Publishing Company.2001
10 李飞.分销渠道设计与管理.北京:清华大学出版社,2003,p205-206.
11 Arch W.Shaw.Some Problems In Mark(?) D(?)bution,Harvard University Press.1915.
13 Bruce Mallen.Functional Spin-Off:A Key to Anticipating Change in Distribution Structure.Journal of Marketing,Vol.37(July 1973),pp.18-25.
14 Annet T.Coughlan,Erin Anderson,Louis W.Stern,Adel I.El-Ausary.市场营销渠道(影印版)[M].清华大学出版社.2001
15 N.S.Novich.Getting the most from distribution.National Productivity Review,1991,22(4),215-225
16 Simon Majaro,"the Essence of Marketing",Prentice Hall International Limited,1993:240-168.
17 劳伦斯·G·弗里德曼,蒂莫西·R·弗瑞.创建销售渠道优势(Channel Advantage).何剑云,沈正宁译.北京中国标准出版社,2000.3,p40-41.
18 Ambler,Tim and Kokinaki,Flora,Marketing performance measurement:Which way is up? In:A.D.Neely and D.B.Waggoner,Eds.Performance Measurement- Theory and Practice,Volume 1,31-38,1998,Centre for Business Performance,Cambridge University,Cambridge,UK.
19 N.Kumar,L.W.Stern,P.S.Aulakh.A(?) Reseller Performance from the Perspective of the Supplier.Journal of Marketing Research(JMR),May92,Vol.29 Issue 2,p238-253
20 Louis W.Stern,Adel LEI-Ansary,Anne T.Coughlan.市场营销渠道(Marketing.Channels,5th).北京:清华大学出版社,2001:264,123
21 不过他讨论的重点仍是渠道成员的效益评估而非整个渠道链的效益评估。
22 Louis W.Stern,Adel I.El-Ansary,Anne T.Coughlan,"Marketing Channels"(5nd),北京,清华大学出版社,2001:264,123
23 张传忠、雷鸣.分销管理.武汉大学出版社.2000,p201
24 吴利化.渠道效率评估模型选择.商业时代.2004,(15):p31,p35.
25 吴文中所提到的渠道流实际上即是营销渠道中的活动或职能的流动。这种渠道效率评估概念模型的最大缺陷是受制于渠道流成本数据难以获得而无法进行实证分析,以主观判断得出的渠道流数据为基础分析得出的结论难以让人信服。
26 蒋恩尧,谷润池,蒋文扬.对营销渠道中间商的绩效评价.科技情报开发与经济,2004,(2):p84-86.
27 DEA,即数据包络分析法(Data Envelopment Analysis)
28 邱莉红,对营销渠道绩效评估的探讨.中外管理导报,2002(3):45-46,36
29 Aric Rindfleisch,Jan B.Heide.Transaction Cost Analysis:Past,Present,and Future Applications.Journal of Marketing,Vol.61,No.4(Oct.,1997),pp.39-54.
30 司林胜,夏朝贤,崔晓萍 商业企业市场营销效益综合评价指标体系研究[J]山西财经学院学报,1997,(5)
31 孙剑,李崇光.美国和日本主要农产品营销渠道比较[J].世界农业,2003,(3).
32 Kohls.Rrichard L.and uhl Joseph N.Marketing of Agricultural Products.(7ed).1990
33 纪良纲,刘东英.中国农村商品流通体制研究.北京:冶金工业出版社,2006.5.
34 小林康平,甲斐谕等.体制转换中的农产品流通体系--批发市场机制的国际对比研究[中译本].中国农业出版社,1998:P6.
35 张曙临.农产品市场营销在中国的发展[J].中国营销传播网,2002.08.06
36 葛深渭.营销致富:农产品营销策略论.上海:上海三联书店,2005.02
37 中国社会科学院日本研究所“中日流通业比较研究”课题组.中日流通业比较研究.中国轻工业出版社,1994年4月
39 Bagozzi,Richard P.and Youjae Yi,On the Evaluation of Structural Equation Models,Journal of the Academy of Marketing Science,1988,16(spring):74-94.
40 Ding.L.W.Velicer,and L.Harlow,Effects of Estimation Methods,Number of indicators per Factor and Omproper Solution Structural Equation Modeling Fit Indices,Structural equation Modeling,1995,Vol.2:119-143
41 Anderson and David.w.Gerbing.Structural Equation Modeling In Practice:A Review and Recommend Two-step Approach,Psychological Bulletion,1988,103(3):411-423.
43 Sharma,A.and L.Dominguez.Channcl Evolution:A Framework for Analysis.Journal of the Academy of Marketing Science,1992,20,1,1- 15.
46 李春成,张均涛,李崇光.居民消费品购买地点的选择及其特征识别--以武汉市居民蔬菜消费调查为例[J].商业经济与管理,2005,(2):58-64.
61 资料来源:《兰贵娥:从农家女到蔬菜配送公司老总》.长江日报,2006-11-23.
1.[美]Louis W.Stern Adel I.El-Ansary Anne T.Coughlan 着.市场营销渠道(第五版)[M].赵平,廖建军,孙燕军译.北京:清华大学出版社,2001年版
2.[美]安妮·T·科兰(Coughlan,A.T.)等著.营销渠道(第六版)[M].蒋青云,孙一民等译..北京:电子工业出版社,2003.4.
3.[美]伯特·罗森布罗姆.营销渠道管理(原书第6版)[M].北京:机械工业出版社,2004.
4.[美]菲利普·科特勒著.营销管理(第11版)[M].梅汝和,梅清豪,周安柱译.北京:中国人民大学出版社,2005.
5.[美]劳伦斯.G 弗里德曼,蒂莫西.R 弗琦.创建销售渠道优势[M].中国标准出版社,2000
6.[美]理查德·库尔斯、约瑟夫·乌尔.农产品市场营销学(第九版)[M].孔雁 译.清华大学出版社,2006.11
7.[美]刘易斯·W·斯特恩,艾德尔·I·厄尔-安萨利,安妮·T·库格兰.营销渠道(Marketing Channels)[)英文版第五版][M].中国人民大学出版社,2000.1.
8.[美]卢 E.佩尔顿,戴维·斯特拉顿,詹姆斯 R.伦普金.营销渠道--一种关系管理方法(2ed)[M].张永强,彭敬巧译.北京:机械工业出版社,2004.
9.[日]小林康平.体制转换中的农产品流通体系[M].北京:中国农业出版社,1998.
10.安玉发,臧日宏.农产品市场营销理论与实践.中国轻工业出版社,2005.4
11.安玉发,张娣杰.市场营销理论在我国农业经营中的应用[J].中国农业出版社(社会科学版),2001(1)
12.范小军,陆芝青,阮青松.基于交易成本的营销渠道模式选择[J].企业经济,2005,(3).
13.冯渝,李蔚.论营销渠道模式转型[J].企业经济,2002,(8).
14.甘碧群.论关系营销与交易营销的演化与兼容[J].商业经济与管理,2002.05:18-23
15.葛深渭.营销致富:农产品营销策略论[M].上海:上海三联书店,2005.02
16.郭国庆.市场营销理论[M].中国人民大学出版社,1999
17.贺艳春,张志海.营销渠道结构演变的理性分析[J].湖南工程学院学报(社会科学版),2002,(3).
18.侯杰泰,温忠麟,成子娟.结构方程模型及其应用[M].北京:教育科学出版社,2004.7
19.黄修权,顾银宽.基于整体竞争战略的价值链营销及其渠道整合[J].财贸经济,2004,(10).
20.黄祖辉,等.中国超市经营生鲜农产品和供应链管理的思考[J].商业经济与管理,2005,(1):9-13
21.黄祖辉,吴克象,金少胜.发达国家现代农产品流通体系变化以及启示.福建论坛(经济社会版).2003,4:p32-35.
22.贾国银,赵宪军.肉类产品营销渠道现状及趋势[J].世界农业,2004,(1).
23.蒋恩尧,谷润池,蒋文扬.对营销渠道中间商的绩效评价[J].科技情报开发与经济,2004,(2).
24.李崇光,李春成.对发展中国特色的农产品营销学的几点思考[J].中国流通经济,2006,(3)
25.李崇光,孙剑.加入WTO后我国农业企业营销问题与对策[J].管理评论,2003,(7)
26.李崇光,邹进泰.国际经济一体化:中国农产品营销的问题与思考[J].江汉论坛,2002.02:24-27
27.李崇光.农产品营销学[M].北京:高等教育出版社,2004.01:118-212,256-262
28.李飞.分销渠道设计与管理[M].北京:清华大学出版社,2003,p205-206.
29.李飞.西方分销渠道问题研究[J].南开管理评论,2003,(5):52-57
30.李晋红.美日农产品流通渠道模式比较及对我国的借鉴.中国合作经济.2005,5:p6-7.
31.李艳军.农产品营销渠道创新必须解决的几个问题[J].科技进步与对策,2005,(11).
32.凌翼.食品营销渠道的创新策略[J].市场营销,2001(2)
33.刘满凤,国外市场营销绩效评价研究综述[J].商业经济文荟,2004,(3):33-37
34.刘伟宇.营销渠道理论发展及其重心演变[J].审计与经济研究,2000(9).
35.刘志超,彭启洪.市场营销渠道的革命[J].企业经济,2001,(4).
36.陆芝青,王方华.营销渠道架构中的交易治理分析[J].价格理论与实践,2004,(3).
37.陆芝青.产品分销成本与渠道模式[J].上海管理科学,2003,(4):53-54
38.吕一林.营销渠道决策与管理[M].首都经济贸易大学出版社,2002
39.罗必良,等.农产品流通组织制度的效率决定:一个分析框架[J].农业经济问题,2000,(8):26-31
40.罗必良,温思美,林家宏主编.市场化进程中的组织制度创新.广州:广东经济出版社,1999年版
41.马龙龙,孟祥升.我国农产品批发市场的发展及存在的主要问题[J].首都经济贸易大学学报,2002,(1):42-45
42.戚译,王颢越.营销渠道扁平化发展动因及其理论阐释[J].商业经济与管理,2005,(2).
43.邱莉红.对营销渠道绩效衡量的探讨[J].中外管理导报,2002,(3).
44.任燕,王克西.我国营销渠道系统的创新模式分析[J].商业研究,2004,(7).
45.司林胜,夏朝贤,崔晓萍.商业企业市场营销效益综合评价指标体系研究[J]山西财经学院学报,1997,(5)
46.苏勇,陈小平.关系型营销渠道理论及实证研究[J].中国流通经济,2000(1).
47.孙剑,李崇光.论农产品营销渠道的基本结构理论与选择[J].科技进步与对策,2003,(17).
48.孙剑,李崇先.美国和日本主要农产品营销渠道比较.世界农业.2003,3:p33-35.
49.陶虎.营销渠道变革的动因解释[J].商场现代化,2005,(12).
50.田波,曲震霆,刘敏.企业分销渠道效率评价与调整策略研究--长春泰力公司分销渠道创新[J].工业技术经济,2005,(1).
51.王朝辉.营销渠道理论前沿与渠道管理新发展[J].中央财经大学学报,2003,(8).
52.王凯,韩纪琴.农业产业链管理初探[J].中国农村经济,2002,(05):9-12
53.王荣耀.销售渠道的新变化[J].销售与市场,2000(9).
54.王颖,王方华.营销渠道理论研究的范式演变与最新进展[J].市场营销导刊,2006,(6):23-26
55.魏明侠.绿色营销绩效评价指标体系的设计[J]科学学与科学技术管理,2002,(4)
56.吴隽文.流通渠道的效率对比及提高流通力的途径[J].财贸研究,1990,(3).
57.吴利化.渠道效率评估模型选择[J].商业时代,2004,(15).
58.武春友,王兆华 营销决策综合效果的DEA评价方法[J]系统工程理论方法应用,2002,(4)
59.武拉平,何秀荣.台湾省农产品运销系统及其启示[J].世界农业,2000,(6):47-48
60.夏春玉.渠道建设理论的经典研究综述[J].经济学动态,2003,(5).
61.邢以群,丁璐.企业营销渠道改造探讨[J].企业经济,2003,(2).
62.徐柏园.我国农产品批发市场现状分析[J].农产品市场周刊,2004,(26):11-17.
63.杨慧.对角线转移:渠道权力理论研究的新视角[J].当代财经,2002,(8):58-60
64.杨政.营销渠道成员行为的整合模型[J].南开管理评论,2000,(4):64-70
65.于建华.中间商渠道绩效评价[J].中国流通经济,2005,(6).
66.俞国方.企业营销绩效评价指标分析[J].现代企业,1999,(7).
67.曾寅初,高杰,李正波.社会资本对农产品购销商经营绩效的影响研究[J].中国农村观察,2006,(2):33-42,48
68.张闯,夏春玉.农产品流通渠道:权力结构与组织体系的构建[J].农业经济问题,2005,(7):28-35
69.张传忠、雷鸣.分销管理.武汉大学出版社,2000,p201
70.张改清.新“零售之轮”理论及对我国“农改超”困境的解析[J].经济问题,2006,(8):6-8
71.张庚淼、陈宝胜、陈金贤.营销渠道整合研究[J].西安交通大学学报(社会科学版),2002,(4).
72.张开华.我国农产品市场体系的制度缺陷及其完善[J].中南财经大学学报,2000.04:12-18
73.张曙临.农产品市场营销在中国的发展[J].中国营销传播网,2002.08.06
74.赵国强.渠道效率的来源及其实现[J].江苏商论,2003,(6).
75.赵晓飞.营销渠道的选择及评价标准研究[J].企业活力,2005,(4).
76.钟甫宁.全球经济一体化背景下区域现代化指标体系问题探讨[J].农业现代化研究,2002,(06)
77.周文,包焱.营销渠道[M].北京:世界知识出版社,2002,10
78.周筱莲,庄贵军.营销渠道成员之间的冲突与解决方法[J].北京工商大学学报(社会科学版),2004,(1).
79.周应恒,卢凌霄,耿献辉.生鲜食品购买渠道的变迁及其发展趋势--南京市消费者为什么选择超市的调查分析[J].中国流通经济,2003,(4):13-16
80.周应恒主编.农产品运销学.北京:中国农业出版社,2006.
81.庄贵军.权力、冲突与合作:西方的渠道行为理论[J].北京商学院学报,2000,(1).
82.庄贵军.营销渠道控制:理论与模型[J].管理学报,2004,(1):82-89.
83.Achrol Ravi S.Channels in the Theory of Inter-organizational Relations in Marketing:Toward a Network Paradigm[J].Journal of the Academy of Marketing Science.1997,25(1):56-71.
84.Aithal,Rajesh K.,Vaswani,L.K..Distribution Channel Structure in Rural Areas:A Framework and Hypotheses[J].Decision,2005,32(1):191-206
85.Ambler,Tun and Kokinaki,Flora,Marketing performance measurement:Which way is up? In:A.D.Neely and D.B.Wagsoner,Eds.Performance Measurement-Theory and Practice,Volume 1,31-38,1998,Centre for Business Performance,Cambridge University,Cambridge,UK.
86.Ambler,Tim and Kokinaki,Flora.Measures of Marketing success,Journal of Marketing Management,1997,(13),665-678.
87.Anderson James C,Hakanson Hakan,Johanson Jan.Dyadic business Relationships Within a business Network Contexts[J].Journal of Marketing.1994,58(4):1-15.
88.Anderson,E,Day,G.,Rangan,K.Strategic channel design[J].Slosh Management Review,1997,7:59-69
89.Anderson,E.The Salesperson as Outside Agent or Employee:A Transaction Cost Analysis[J].Marketing Science.1985,4:234-254.
90.Anderson,Eugene W,Fomell,Claes and Rust,Roland T,Customer satisfaction,productivity and profitability:differences between goods and services,Marketing Science,1997,16,2,129-145.
91.Annet.Coughlan.Erin,Anderson Louis W.Stem,Adel I.El-Ausary.Marketing Channel(6ed)[M].Tsinghua Univserty Press,2001.
92.Barbara Harriss.Agricultural Markets from Theory to Practice:Field Experience in Developing Countries[M].Palgrave Macmillan,March 1,1999.11:253-256
93.Bert Rosenbloom.Marketing Channels:A Management View(6th)[M].The Dryden Press,1999
94.Bhargava,Mukesh,Dubelaar,Chris and Ramaswami,Sridhar,Reconciling diver measures of performance:A conceptual framework and test of a methodology,Journal of Business Research,1994,(31),235-246.
95.Bonoma,Thomas V.Marketing performance assessment,Harvard Business School Press,Boston,1998.
96.Bowersox,Donald J.,Morash,Edward A..The Integration of Marketing Flows in Channels of Distribution[J].European Journal of Marketing,1989,23(2):58-67.
97.Brown,J.R.,Dev,C.S.,and Lee,D.J.(2000),Managing Marketing Channel Opportunism:The Efficacy of Alternative Governance Mechanisms.Journal of Marketing,64(April),51-65.
98.Bruce Mallen.Marketing Channels and Economic Development:a Literature Overview[J].International Journal of Physical Distribution and Logistics Management.1996,26(5).
99.Bucklin L.,V.Ramaswamy and S.Majumdar.Analyzing Channel Structures of Business Markets via the Structure-Output Paradigm[J].International Journal of Research in Marketing.1996,13:73-87.
100.Bucldin,L.National Income Accounting and Distributive Trade Cost.Journal of Marketing,1970.34,14-22.
101.Bucidin,Louis P.Postponement,Speculation and the Structure of Distribution Channels[J].Journal of Marketing Research,1965,2(1):26-31.
102.Chiang,Wei-yu.Multi-channel supply chain management in the e-business era.PhD Dissertation Abstracts International,Volume:63-02,Section:A,page:658.
103.Chow,C.and E.Tsang.Distribution Reform and Retail Structure in China:An Empirical Analysis of Entres and Exists of Enterprises.Asia Pacific Journal of Marketing and Logistics,1995,-25.
104.Chow,C.and E.Tsang.Distribution Reform in China:An Analysis of the Private Sector Development.International Journal of Retail and Distrtrbution Management,1994,22,2,27-33.
105.Clark,Bruce H.Managerial perceptions of marketing performance:efficiency,adaptability,effectiveness and satisfaction,working paper,College of Business administration,Northeastern University,1999.
106.Collins,A.The Determinants of Retailers' Margin Related Bargaining Power:Evidence from the Irish Food Manufacturing Industry[J].International Review of Retail,Distribution and Consumer Research,2002,12(2):165-189.
107.Cronroos,C.From Marketing Mix to Relationship Marketing:Towards a Paradigm Shift in Marketing,Management Decision,1994,35(4),322-339.
108.Donald J.Bowersox,M.Bixby Cooper.Strategic Marketing Channel Management.McGraw-Hill,Inc,1992:344
109.Dwyer,F.Robert;Welsh,M.Ann.Environmental Relationships of the Internal Political Economy of Marketing Channels[J].Journal of Marketing Research,1985,22(4):397-414.
110.El-Ansary,A.I.and Stern,L.W.Power Measurement in the Distribution Channel,Journal of Marketing Research,1972.9,47-52.
111.Etgar,M.The Retail Ecology Model:A Comprehensive Model of Retail Change[A].Research in Marketing[C],J.Sheth(Ed.),Greenwich,CT:Jai Press,1984:41-92
112.Frazier,G.and Summers,J.Perceptions of Interfirm Power and its Use within Distribution Channels.Journal of Marketing Research,1986,23(May),169-179.
113.Frazier,G.L.Interorganizational exchange behavior in marketing channels:a broadened perspective[J].Journal of Marketing,1983,47(fall):68-78
114.Frazier,G.L.Organizing and Managing Channels of Distribution,Journal of the Academy of Marketing Science,1999,27(2),226-241.
115.Gaski,J.F.Interrelations among a Channel Entity's Power Sources:Impact of the Exercise of Reword and Coercion on Expert,Referent,and Legitimate Power Sources.Journal of Marketing Research,1986,23(Feb.),62-77.
116.Gaski,J.F.The theory of power and conflict in distribution channels[J].Journal of Marketing,1984,48:9-29.
117.Goldman,A.Outreach of Consumers and the Modernization of Urban Food Retailing in Developing Countries.Journal of Marketing,1974,10,8-16.
118.Granovetter M.Economic Action and Social Structure:The Problem of Embeddedness[J].American Journal of Sociolony.1985,91(3):481-510.
119.Grewal,R.,Dharwadkar,R.The Role of Institutional Environments in Marketing Channels[J].Journal of Marketing,2002,66(July):82-97.
120.Heide Jan,John George.Do Norms Matter in Marketing Relationships?[J].Journal of Marketing.1992,56(2):32-44.
121.Iacobucci,Dawn.Modeling Dyadic Interactions and Networks in Marketing[J].Journal of Marketing,1992,29(1):5-17.
122.James R.Brown,et al.Managing Marketing Channel Opportunism:The Efficacy of Alternative Governance Mechanisms[J].Journal of Marketing,2000,64(April):51-65
123.John,G.and B.Weitz.Forward Integration into Distribution:Empirical Test of Transactional Cost Analysis[J].Journal of Law,Economics and Organization.1988,4:121-139.
124.Joshi,A.W.and Stump,r.L.(1999),"Transaction Cost Analysis:Integration of Recent Refinements and an Empirical Test",Journal of Business-to-Business Marketing,5(4),37-71.
125.Julian Dent.Improving Channel Profits[M].CEO VIA International,2003(2)
126.Keysuk Kim.On Determinants of Joint Action in Industrial Distributor-Supplier Relationships:Beyond Economic Efficiency[J].International Journal of Research in Marketing,1999,16(3):217-236
127.Klein,G.Frazier and V.Roth.A Transactional Cost Model of Channel Integration in International Markets[J].Journal of Marketing Research.1990,17:196-208.
128.Lewis,M Christine;Lambert,Douglas M(1991).A Model of Channel Member Performance,Dependence,and Satisfaction[J].Journal of Retailing,Vol 67 Issue 2,p205-225.
129.Louis W.Stern and Adel I.El-Anary,and Anne T.Coughlan.Marketing Channels(6th)[M].NJ:Prentice Hall Inc,2000.1
130.Lusch,R.F.(1976),"Channel Conflict:Its Impact on Retailer Operating Performance",Journal of Retailing,52(2),3-12.
131.McCarthy,Perreault.Basic Marketing[M].Library of Congress Cataloging-in-Publication Data,2000
132.Mclaughlin,Edward w.and Perosio,Debra I.《Fresh Fruit and Vegetable Procurement Dynarnics:The Role of the Supermarket Buyer》 Dept.of Agricultural,Resource,and Managerial Economics,Cornell University,Feb.1994
133.Michman,D.R.Managing the Structural Change in Marketing Channels[J].The Journal of Consumer Marketing,1990,7(4):33-42
134.Mohr Jakki,John R Nevin.Communication Strategies in Marketing Channels:A Theoretical Perspective[J].Journal of Marketing.1990,54(10):36-51.
135.N.Kumar,L Stern,P S Aulakh.Assessing reseller performance from the perspective of the perspective of the supplier[J].Journal of Marketing Research,Vol 29 Issue 2,1992,p238-253.
136.N.S.Novich.Getting the most from distribution[J].National Productivity Review,1991,22(4),215-225.
137.Narus,A.J.and Anderson,J.C.1996.Rethinking of distribution:Adaptive channels.Harvard Business Review,(July-August):112-120.
138.Nina Michaelidou,David C.Arnott,Sally Dibb.Characteristics of Marketing Channel:A Theoretical Framework[J].The Marketing Review 2005,(5):45-57
139.Paul S.Adler & Seok-Woo Kwon,2002.Social Capital:Prospects for a New Concept[J].Academy of Management Review,vol.27(1),pp.17-40
140.Quinn,Jim and Murray,John.The Drivers of Channel Evolution:A Wholesaling Perspective[J].International Review of Retail,Distribution and Consumer Research,2005,15(1):3-25
141.Richard L.Kohls,Joseph N.Uh1."Marketing of Agricultural Products" 9th[M].Prentice Hall,July 19,2001.02:488-492
142.Robicheaux,Robert A;Adel LE1-ansary.A General Model for Understanding Channel Member Behavior[J].Journal of Retailing,Vol 52 Issue 4,1976,p13-32.
143.Rose,Gregory and Shoham,Aviv.Interorganizational Task and Emotional Conflict with International Channels of Distribution[J].Journal of Business Research,2004,57(9):942-950
144.Sandy Jap.Marketing Channels Readings[M].Sloan School of Management at MIT,1999
145.Sharma,A.and L.Dominguez.Channel Evolution:A Framework for Analysis[J].Journal of the Academy of Marketing Science.1992,20(1):1-15.
146.Sherriff T.,K.Luk and Hai Yang Li.Distribution Reform in China:A Macro Perspective and Implications for Channel Choices[J].Journal of Marketing Channels.1997,6(1):77-104.
147.Siguaw,Judy A Simpson,et al.Effects of Supplier Market Orientation on Distributor Market Orientation and the Channel Relationship:The Distributor Perspective[J].Journal of Marketing.1998,62(3):99-111.
148.Simon.Majaro.The Essence of Marketing.Prentice Hall International Limited,1993:240,168
149.Skinner,S.J.,Gassenheimer,J.B.,Kelley,S.W.Cooperation in supplier-dealer relations[J].Journal of retailing,1992,68(2):174-193
150.Stern Louis W.,Sturdivant Frederick D.Customer-Driven Distribution Systems[J].Harvard Business Review.1987,65(4):34-39.
151.Vazquez,Rodolfo et al.Distribution Channel Relationships:The Conditions and Strategic Outcomes of Cooperation between Manufacturer and Distributor[J].International Review of Retail,Distribution and Consumer Research,2005,15(2):125-150
152.Vinhas Alberto,Anderson Erin.How Potential Conflict Drives Channel Structure:Concurrent (Direct and Indirect) Channels[J].Journal of Marketing Research,2005,42(4):507-515
153.Weitz B A,Jap S D.Relationship Marketing and Distribution channels[J].Journal of the Academy of Marketing Science,1995,23(4):305-320
154.Wilkinson,I.Towards a Theory of Structural Change and Evolution in Marketing Channels[J].Journal of Macro Marketing,1990:18-46
155.Wilkinson,Ian F.A History of Network and Channels Thinking in Marketing in the 20th Century [J].Australasian Journal of Marketing,2001,9(2):23-52.
156.Zhuang,G.J.and Zhon,N.(2004),"The Relationship between Power and Dependence in Marketing Channels:A Chinese Perspective",European Journal of Marketing,38(5/6),675-693.
157.Zusman Pinhas,Etgar Michael.The Marketing Channel as Equilibrium Set of Contracts[J].Management Science,1981,27(March):284-302.
7 Martin Christopher.物流与供应链管理(英文版).电子工业出版社,2003.1.
8 后来又学者认为价值链对购买--生产--消费所采取的水平或垂直式的线形观察角度具有局限性,而现实企业往往与其它公司的联系或者关系非常复杂,因而提出了价值网络(Value Network)的概念,即一个公司为创造资源、扩展和交付货物而建立的合伙人和联盟合作系统。
9 Richard L.Kohls,Joseph N.Uhl.Marketing of Agricultural Products[9~(th)]..Macmillan Publishing Company.2001
10 李飞.分销渠道设计与管理.北京:清华大学出版社,2003,p205-206.
11 Arch W.Shaw.Some Problems In Mark(?) D(?)bution,Harvard University Press.1915.
13 Bruce Mallen.Functional Spin-Off:A Key to Anticipating Change in Distribution Structure.Journal of Marketing,Vol.37(July 1973),pp.18-25.
14 Annet T.Coughlan,Erin Anderson,Louis W.Stern,Adel I.El-Ausary.市场营销渠道(影印版)[M].清华大学出版社.2001
15 N.S.Novich.Getting the most from distribution.National Productivity Review,1991,22(4),215-225
16 Simon Majaro,"the Essence of Marketing",Prentice Hall International Limited,1993:240-168.
17 劳伦斯·G·弗里德曼,蒂莫西·R·弗瑞.创建销售渠道优势(Channel Advantage).何剑云,沈正宁译.北京中国标准出版社,2000.3,p40-41.
18 Ambler,Tim and Kokinaki,Flora,Marketing performance measurement:Which way is up? In:A.D.Neely and D.B.Waggoner,Eds.Performance Measurement- Theory and Practice,Volume 1,31-38,1998,Centre for Business Performance,Cambridge University,Cambridge,UK.
19 N.Kumar,L.W.Stern,P.S.Aulakh.A(?) Reseller Performance from the Perspective of the Supplier.Journal of Marketing Research(JMR),May92,Vol.29 Issue 2,p238-253
20 Louis W.Stern,Adel LEI-Ansary,Anne T.Coughlan.市场营销渠道(Marketing.Channels,5th).北京:清华大学出版社,2001:264,123
21 不过他讨论的重点仍是渠道成员的效益评估而非整个渠道链的效益评估。
22 Louis W.Stern,Adel I.El-Ansary,Anne T.Coughlan,"Marketing Channels"(5nd),北京,清华大学出版社,2001:264,123
23 张传忠、雷鸣.分销管理.武汉大学出版社.2000,p201
24 吴利化.渠道效率评估模型选择.商业时代.2004,(15):p31,p35.
25 吴文中所提到的渠道流实际上即是营销渠道中的活动或职能的流动。这种渠道效率评估概念模型的最大缺陷是受制于渠道流成本数据难以获得而无法进行实证分析,以主观判断得出的渠道流数据为基础分析得出的结论难以让人信服。
26 蒋恩尧,谷润池,蒋文扬.对营销渠道中间商的绩效评价.科技情报开发与经济,2004,(2):p84-86.
27 DEA,即数据包络分析法(Data Envelopment Analysis)
28 邱莉红,对营销渠道绩效评估的探讨.中外管理导报,2002(3):45-46,36
29 Aric Rindfleisch,Jan B.Heide.Transaction Cost Analysis:Past,Present,and Future Applications.Journal of Marketing,Vol.61,No.4(Oct.,1997),pp.39-54.
30 司林胜,夏朝贤,崔晓萍 商业企业市场营销效益综合评价指标体系研究[J]山西财经学院学报,1997,(5)
31 孙剑,李崇光.美国和日本主要农产品营销渠道比较[J].世界农业,2003,(3).
32 Kohls.Rrichard L.and uhl Joseph N.Marketing of Agricultural Products.(7ed).1990
33 纪良纲,刘东英.中国农村商品流通体制研究.北京:冶金工业出版社,2006.5.
34 小林康平,甲斐谕等.体制转换中的农产品流通体系--批发市场机制的国际对比研究[中译本].中国农业出版社,1998:P6.
35 张曙临.农产品市场营销在中国的发展[J].中国营销传播网,2002.08.06
36 葛深渭.营销致富:农产品营销策略论.上海:上海三联书店,2005.02
37 中国社会科学院日本研究所“中日流通业比较研究”课题组.中日流通业比较研究.中国轻工业出版社,1994年4月
39 Bagozzi,Richard P.and Youjae Yi,On the Evaluation of Structural Equation Models,Journal of the Academy of Marketing Science,1988,16(spring):74-94.
40 Ding.L.W.Velicer,and L.Harlow,Effects of Estimation Methods,Number of indicators per Factor and Omproper Solution Structural Equation Modeling Fit Indices,Structural equation Modeling,1995,Vol.2:119-143
41 Anderson and David.w.Gerbing.Structural Equation Modeling In Practice:A Review and Recommend Two-step Approach,Psychological Bulletion,1988,103(3):411-423.
43 Sharma,A.and L.Dominguez.Channcl Evolution:A Framework for Analysis.Journal of the Academy of Marketing Science,1992,20,1,1- 15.
46 李春成,张均涛,李崇光.居民消费品购买地点的选择及其特征识别--以武汉市居民蔬菜消费调查为例[J].商业经济与管理,2005,(2):58-64.
61 资料来源:《兰贵娥:从农家女到蔬菜配送公司老总》.长江日报,2006-11-23.
1.[美]Louis W.Stern Adel I.El-Ansary Anne T.Coughlan 着.市场营销渠道(第五版)[M].赵平,廖建军,孙燕军译.北京:清华大学出版社,2001年版
2.[美]安妮·T·科兰(Coughlan,A.T.)等著.营销渠道(第六版)[M].蒋青云,孙一民等译..北京:电子工业出版社,2003.4.
3.[美]伯特·罗森布罗姆.营销渠道管理(原书第6版)[M].北京:机械工业出版社,2004.
4.[美]菲利普·科特勒著.营销管理(第11版)[M].梅汝和,梅清豪,周安柱译.北京:中国人民大学出版社,2005.
5.[美]劳伦斯.G 弗里德曼,蒂莫西.R 弗琦.创建销售渠道优势[M].中国标准出版社,2000
6.[美]理查德·库尔斯、约瑟夫·乌尔.农产品市场营销学(第九版)[M].孔雁 译.清华大学出版社,2006.11
7.[美]刘易斯·W·斯特恩,艾德尔·I·厄尔-安萨利,安妮·T·库格兰.营销渠道(Marketing Channels)[)英文版第五版][M].中国人民大学出版社,2000.1.
8.[美]卢 E.佩尔顿,戴维·斯特拉顿,詹姆斯 R.伦普金.营销渠道--一种关系管理方法(2ed)[M].张永强,彭敬巧译.北京:机械工业出版社,2004.
9.[日]小林康平.体制转换中的农产品流通体系[M].北京:中国农业出版社,1998.
10.安玉发,臧日宏.农产品市场营销理论与实践.中国轻工业出版社,2005.4
11.安玉发,张娣杰.市场营销理论在我国农业经营中的应用[J].中国农业出版社(社会科学版),2001(1)
12.范小军,陆芝青,阮青松.基于交易成本的营销渠道模式选择[J].企业经济,2005,(3).
13.冯渝,李蔚.论营销渠道模式转型[J].企业经济,2002,(8).
14.甘碧群.论关系营销与交易营销的演化与兼容[J].商业经济与管理,2002.05:18-23
15.葛深渭.营销致富:农产品营销策略论[M].上海:上海三联书店,2005.02
16.郭国庆.市场营销理论[M].中国人民大学出版社,1999
17.贺艳春,张志海.营销渠道结构演变的理性分析[J].湖南工程学院学报(社会科学版),2002,(3).
18.侯杰泰,温忠麟,成子娟.结构方程模型及其应用[M].北京:教育科学出版社,2004.7
19.黄修权,顾银宽.基于整体竞争战略的价值链营销及其渠道整合[J].财贸经济,2004,(10).
20.黄祖辉,等.中国超市经营生鲜农产品和供应链管理的思考[J].商业经济与管理,2005,(1):9-13
21.黄祖辉,吴克象,金少胜.发达国家现代农产品流通体系变化以及启示.福建论坛(经济社会版).2003,4:p32-35.
22.贾国银,赵宪军.肉类产品营销渠道现状及趋势[J].世界农业,2004,(1).
23.蒋恩尧,谷润池,蒋文扬.对营销渠道中间商的绩效评价[J].科技情报开发与经济,2004,(2).
24.李崇光,李春成.对发展中国特色的农产品营销学的几点思考[J].中国流通经济,2006,(3)
25.李崇光,孙剑.加入WTO后我国农业企业营销问题与对策[J].管理评论,2003,(7)
26.李崇光,邹进泰.国际经济一体化:中国农产品营销的问题与思考[J].江汉论坛,2002.02:24-27
27.李崇光.农产品营销学[M].北京:高等教育出版社,2004.01:118-212,256-262
28.李飞.分销渠道设计与管理[M].北京:清华大学出版社,2003,p205-206.
29.李飞.西方分销渠道问题研究[J].南开管理评论,2003,(5):52-57
30.李晋红.美日农产品流通渠道模式比较及对我国的借鉴.中国合作经济.2005,5:p6-7.
31.李艳军.农产品营销渠道创新必须解决的几个问题[J].科技进步与对策,2005,(11).
32.凌翼.食品营销渠道的创新策略[J].市场营销,2001(2)
33.刘满凤,国外市场营销绩效评价研究综述[J].商业经济文荟,2004,(3):33-37
34.刘伟宇.营销渠道理论发展及其重心演变[J].审计与经济研究,2000(9).
35.刘志超,彭启洪.市场营销渠道的革命[J].企业经济,2001,(4).
36.陆芝青,王方华.营销渠道架构中的交易治理分析[J].价格理论与实践,2004,(3).
37.陆芝青.产品分销成本与渠道模式[J].上海管理科学,2003,(4):53-54
38.吕一林.营销渠道决策与管理[M].首都经济贸易大学出版社,2002
39.罗必良,等.农产品流通组织制度的效率决定:一个分析框架[J].农业经济问题,2000,(8):26-31
40.罗必良,温思美,林家宏主编.市场化进程中的组织制度创新.广州:广东经济出版社,1999年版
41.马龙龙,孟祥升.我国农产品批发市场的发展及存在的主要问题[J].首都经济贸易大学学报,2002,(1):42-45
42.戚译,王颢越.营销渠道扁平化发展动因及其理论阐释[J].商业经济与管理,2005,(2).
43.邱莉红.对营销渠道绩效衡量的探讨[J].中外管理导报,2002,(3).
44.任燕,王克西.我国营销渠道系统的创新模式分析[J].商业研究,2004,(7).
45.司林胜,夏朝贤,崔晓萍.商业企业市场营销效益综合评价指标体系研究[J]山西财经学院学报,1997,(5)
46.苏勇,陈小平.关系型营销渠道理论及实证研究[J].中国流通经济,2000(1).
47.孙剑,李崇光.论农产品营销渠道的基本结构理论与选择[J].科技进步与对策,2003,(17).
48.孙剑,李崇先.美国和日本主要农产品营销渠道比较.世界农业.2003,3:p33-35.
49.陶虎.营销渠道变革的动因解释[J].商场现代化,2005,(12).
50.田波,曲震霆,刘敏.企业分销渠道效率评价与调整策略研究--长春泰力公司分销渠道创新[J].工业技术经济,2005,(1).
51.王朝辉.营销渠道理论前沿与渠道管理新发展[J].中央财经大学学报,2003,(8).
52.王凯,韩纪琴.农业产业链管理初探[J].中国农村经济,2002,(05):9-12
53.王荣耀.销售渠道的新变化[J].销售与市场,2000(9).
54.王颖,王方华.营销渠道理论研究的范式演变与最新进展[J].市场营销导刊,2006,(6):23-26
55.魏明侠.绿色营销绩效评价指标体系的设计[J]科学学与科学技术管理,2002,(4)
56.吴隽文.流通渠道的效率对比及提高流通力的途径[J].财贸研究,1990,(3).
57.吴利化.渠道效率评估模型选择[J].商业时代,2004,(15).
58.武春友,王兆华 营销决策综合效果的DEA评价方法[J]系统工程理论方法应用,2002,(4)
59.武拉平,何秀荣.台湾省农产品运销系统及其启示[J].世界农业,2000,(6):47-48
60.夏春玉.渠道建设理论的经典研究综述[J].经济学动态,2003,(5).
61.邢以群,丁璐.企业营销渠道改造探讨[J].企业经济,2003,(2).
62.徐柏园.我国农产品批发市场现状分析[J].农产品市场周刊,2004,(26):11-17.
63.杨慧.对角线转移:渠道权力理论研究的新视角[J].当代财经,2002,(8):58-60
64.杨政.营销渠道成员行为的整合模型[J].南开管理评论,2000,(4):64-70
65.于建华.中间商渠道绩效评价[J].中国流通经济,2005,(6).
66.俞国方.企业营销绩效评价指标分析[J].现代企业,1999,(7).
67.曾寅初,高杰,李正波.社会资本对农产品购销商经营绩效的影响研究[J].中国农村观察,2006,(2):33-42,48
68.张闯,夏春玉.农产品流通渠道:权力结构与组织体系的构建[J].农业经济问题,2005,(7):28-35
69.张传忠、雷鸣.分销管理.武汉大学出版社,2000,p201
70.张改清.新“零售之轮”理论及对我国“农改超”困境的解析[J].经济问题,2006,(8):6-8
71.张庚淼、陈宝胜、陈金贤.营销渠道整合研究[J].西安交通大学学报(社会科学版),2002,(4).
72.张开华.我国农产品市场体系的制度缺陷及其完善[J].中南财经大学学报,2000.04:12-18
73.张曙临.农产品市场营销在中国的发展[J].中国营销传播网,2002.08.06
74.赵国强.渠道效率的来源及其实现[J].江苏商论,2003,(6).
75.赵晓飞.营销渠道的选择及评价标准研究[J].企业活力,2005,(4).
76.钟甫宁.全球经济一体化背景下区域现代化指标体系问题探讨[J].农业现代化研究,2002,(06)
77.周文,包焱.营销渠道[M].北京:世界知识出版社,2002,10
78.周筱莲,庄贵军.营销渠道成员之间的冲突与解决方法[J].北京工商大学学报(社会科学版),2004,(1).
79.周应恒,卢凌霄,耿献辉.生鲜食品购买渠道的变迁及其发展趋势--南京市消费者为什么选择超市的调查分析[J].中国流通经济,2003,(4):13-16
80.周应恒主编.农产品运销学.北京:中国农业出版社,2006.
81.庄贵军.权力、冲突与合作:西方的渠道行为理论[J].北京商学院学报,2000,(1).
82.庄贵军.营销渠道控制:理论与模型[J].管理学报,2004,(1):82-89.
83.Achrol Ravi S.Channels in the Theory of Inter-organizational Relations in Marketing:Toward a Network Paradigm[J].Journal of the Academy of Marketing Science.1997,25(1):56-71.
84.Aithal,Rajesh K.,Vaswani,L.K..Distribution Channel Structure in Rural Areas:A Framework and Hypotheses[J].Decision,2005,32(1):191-206
85.Ambler,Tun and Kokinaki,Flora,Marketing performance measurement:Which way is up? In:A.D.Neely and D.B.Wagsoner,Eds.Performance Measurement-Theory and Practice,Volume 1,31-38,1998,Centre for Business Performance,Cambridge University,Cambridge,UK.
86.Ambler,Tim and Kokinaki,Flora.Measures of Marketing success,Journal of Marketing Management,1997,(13),665-678.
87.Anderson James C,Hakanson Hakan,Johanson Jan.Dyadic business Relationships Within a business Network Contexts[J].Journal of Marketing.1994,58(4):1-15.
88.Anderson,E,Day,G.,Rangan,K.Strategic channel design[J].Slosh Management Review,1997,7:59-69
89.Anderson,E.The Salesperson as Outside Agent or Employee:A Transaction Cost Analysis[J].Marketing Science.1985,4:234-254.
90.Anderson,Eugene W,Fomell,Claes and Rust,Roland T,Customer satisfaction,productivity and profitability:differences between goods and services,Marketing Science,1997,16,2,129-145.
91.Annet.Coughlan.Erin,Anderson Louis W.Stem,Adel I.El-Ausary.Marketing Channel(6ed)[M].Tsinghua Univserty Press,2001.
92.Barbara Harriss.Agricultural Markets from Theory to Practice:Field Experience in Developing Countries[M].Palgrave Macmillan,March 1,1999.11:253-256
93.Bert Rosenbloom.Marketing Channels:A Management View(6th)[M].The Dryden Press,1999
94.Bhargava,Mukesh,Dubelaar,Chris and Ramaswami,Sridhar,Reconciling diver measures of performance:A conceptual framework and test of a methodology,Journal of Business Research,1994,(31),235-246.
95.Bonoma,Thomas V.Marketing performance assessment,Harvard Business School Press,Boston,1998.
96.Bowersox,Donald J.,Morash,Edward A..The Integration of Marketing Flows in Channels of Distribution[J].European Journal of Marketing,1989,23(2):58-67.
97.Brown,J.R.,Dev,C.S.,and Lee,D.J.(2000),Managing Marketing Channel Opportunism:The Efficacy of Alternative Governance Mechanisms.Journal of Marketing,64(April),51-65.
98.Bruce Mallen.Marketing Channels and Economic Development:a Literature Overview[J].International Journal of Physical Distribution and Logistics Management.1996,26(5).
99.Bucklin L.,V.Ramaswamy and S.Majumdar.Analyzing Channel Structures of Business Markets via the Structure-Output Paradigm[J].International Journal of Research in Marketing.1996,13:73-87.
100.Bucldin,L.National Income Accounting and Distributive Trade Cost.Journal of Marketing,1970.34,14-22.
101.Bucidin,Louis P.Postponement,Speculation and the Structure of Distribution Channels[J].Journal of Marketing Research,1965,2(1):26-31.
102.Chiang,Wei-yu.Multi-channel supply chain management in the e-business era.PhD Dissertation Abstracts International,Volume:63-02,Section:A,page:658.
103.Chow,C.and E.Tsang.Distribution Reform and Retail Structure in China:An Empirical Analysis of Entres and Exists of Enterprises.Asia Pacific Journal of Marketing and Logistics,1995,-25.
104.Chow,C.and E.Tsang.Distribution Reform in China:An Analysis of the Private Sector Development.International Journal of Retail and Distrtrbution Management,1994,22,2,27-33.
105.Clark,Bruce H.Managerial perceptions of marketing performance:efficiency,adaptability,effectiveness and satisfaction,working paper,College of Business administration,Northeastern University,1999.
106.Collins,A.The Determinants of Retailers' Margin Related Bargaining Power:Evidence from the Irish Food Manufacturing Industry[J].International Review of Retail,Distribution and Consumer Research,2002,12(2):165-189.
107.Cronroos,C.From Marketing Mix to Relationship Marketing:Towards a Paradigm Shift in Marketing,Management Decision,1994,35(4),322-339.
108.Donald J.Bowersox,M.Bixby Cooper.Strategic Marketing Channel Management.McGraw-Hill,Inc,1992:344
109.Dwyer,F.Robert;Welsh,M.Ann.Environmental Relationships of the Internal Political Economy of Marketing Channels[J].Journal of Marketing Research,1985,22(4):397-414.
110.El-Ansary,A.I.and Stern,L.W.Power Measurement in the Distribution Channel,Journal of Marketing Research,1972.9,47-52.
111.Etgar,M.The Retail Ecology Model:A Comprehensive Model of Retail Change[A].Research in Marketing[C],J.Sheth(Ed.),Greenwich,CT:Jai Press,1984:41-92
112.Frazier,G.and Summers,J.Perceptions of Interfirm Power and its Use within Distribution Channels.Journal of Marketing Research,1986,23(May),169-179.
113.Frazier,G.L.Interorganizational exchange behavior in marketing channels:a broadened perspective[J].Journal of Marketing,1983,47(fall):68-78
114.Frazier,G.L.Organizing and Managing Channels of Distribution,Journal of the Academy of Marketing Science,1999,27(2),226-241.
115.Gaski,J.F.Interrelations among a Channel Entity's Power Sources:Impact of the Exercise of Reword and Coercion on Expert,Referent,and Legitimate Power Sources.Journal of Marketing Research,1986,23(Feb.),62-77.
116.Gaski,J.F.The theory of power and conflict in distribution channels[J].Journal of Marketing,1984,48:9-29.
117.Goldman,A.Outreach of Consumers and the Modernization of Urban Food Retailing in Developing Countries.Journal of Marketing,1974,10,8-16.
118.Granovetter M.Economic Action and Social Structure:The Problem of Embeddedness[J].American Journal of Sociolony.1985,91(3):481-510.
119.Grewal,R.,Dharwadkar,R.The Role of Institutional Environments in Marketing Channels[J].Journal of Marketing,2002,66(July):82-97.
120.Heide Jan,John George.Do Norms Matter in Marketing Relationships?[J].Journal of Marketing.1992,56(2):32-44.
121.Iacobucci,Dawn.Modeling Dyadic Interactions and Networks in Marketing[J].Journal of Marketing,1992,29(1):5-17.
122.James R.Brown,et al.Managing Marketing Channel Opportunism:The Efficacy of Alternative Governance Mechanisms[J].Journal of Marketing,2000,64(April):51-65
123.John,G.and B.Weitz.Forward Integration into Distribution:Empirical Test of Transactional Cost Analysis[J].Journal of Law,Economics and Organization.1988,4:121-139.
124.Joshi,A.W.and Stump,r.L.(1999),"Transaction Cost Analysis:Integration of Recent Refinements and an Empirical Test",Journal of Business-to-Business Marketing,5(4),37-71.
125.Julian Dent.Improving Channel Profits[M].CEO VIA International,2003(2)
126.Keysuk Kim.On Determinants of Joint Action in Industrial Distributor-Supplier Relationships:Beyond Economic Efficiency[J].International Journal of Research in Marketing,1999,16(3):217-236
127.Klein,G.Frazier and V.Roth.A Transactional Cost Model of Channel Integration in International Markets[J].Journal of Marketing Research.1990,17:196-208.
128.Lewis,M Christine;Lambert,Douglas M(1991).A Model of Channel Member Performance,Dependence,and Satisfaction[J].Journal of Retailing,Vol 67 Issue 2,p205-225.
129.Louis W.Stern and Adel I.El-Anary,and Anne T.Coughlan.Marketing Channels(6th)[M].NJ:Prentice Hall Inc,2000.1
130.Lusch,R.F.(1976),"Channel Conflict:Its Impact on Retailer Operating Performance",Journal of Retailing,52(2),3-12.
131.McCarthy,Perreault.Basic Marketing[M].Library of Congress Cataloging-in-Publication Data,2000
132.Mclaughlin,Edward w.and Perosio,Debra I.《Fresh Fruit and Vegetable Procurement Dynarnics:The Role of the Supermarket Buyer》 Dept.of Agricultural,Resource,and Managerial Economics,Cornell University,Feb.1994
133.Michman,D.R.Managing the Structural Change in Marketing Channels[J].The Journal of Consumer Marketing,1990,7(4):33-42
134.Mohr Jakki,John R Nevin.Communication Strategies in Marketing Channels:A Theoretical Perspective[J].Journal of Marketing.1990,54(10):36-51.
135.N.Kumar,L Stern,P S Aulakh.Assessing reseller performance from the perspective of the perspective of the supplier[J].Journal of Marketing Research,Vol 29 Issue 2,1992,p238-253.
136.N.S.Novich.Getting the most from distribution[J].National Productivity Review,1991,22(4),215-225.
137.Narus,A.J.and Anderson,J.C.1996.Rethinking of distribution:Adaptive channels.Harvard Business Review,(July-August):112-120.
138.Nina Michaelidou,David C.Arnott,Sally Dibb.Characteristics of Marketing Channel:A Theoretical Framework[J].The Marketing Review 2005,(5):45-57
139.Paul S.Adler & Seok-Woo Kwon,2002.Social Capital:Prospects for a New Concept[J].Academy of Management Review,vol.27(1),pp.17-40
140.Quinn,Jim and Murray,John.The Drivers of Channel Evolution:A Wholesaling Perspective[J].International Review of Retail,Distribution and Consumer Research,2005,15(1):3-25
141.Richard L.Kohls,Joseph N.Uh1."Marketing of Agricultural Products" 9th[M].Prentice Hall,July 19,2001.02:488-492
142.Robicheaux,Robert A;Adel LE1-ansary.A General Model for Understanding Channel Member Behavior[J].Journal of Retailing,Vol 52 Issue 4,1976,p13-32.
143.Rose,Gregory and Shoham,Aviv.Interorganizational Task and Emotional Conflict with International Channels of Distribution[J].Journal of Business Research,2004,57(9):942-950
144.Sandy Jap.Marketing Channels Readings[M].Sloan School of Management at MIT,1999
145.Sharma,A.and L.Dominguez.Channel Evolution:A Framework for Analysis[J].Journal of the Academy of Marketing Science.1992,20(1):1-15.
146.Sherriff T.,K.Luk and Hai Yang Li.Distribution Reform in China:A Macro Perspective and Implications for Channel Choices[J].Journal of Marketing Channels.1997,6(1):77-104.
147.Siguaw,Judy A Simpson,et al.Effects of Supplier Market Orientation on Distributor Market Orientation and the Channel Relationship:The Distributor Perspective[J].Journal of Marketing.1998,62(3):99-111.
148.Simon.Majaro.The Essence of Marketing.Prentice Hall International Limited,1993:240,168
149.Skinner,S.J.,Gassenheimer,J.B.,Kelley,S.W.Cooperation in supplier-dealer relations[J].Journal of retailing,1992,68(2):174-193
150.Stern Louis W.,Sturdivant Frederick D.Customer-Driven Distribution Systems[J].Harvard Business Review.1987,65(4):34-39.
151.Vazquez,Rodolfo et al.Distribution Channel Relationships:The Conditions and Strategic Outcomes of Cooperation between Manufacturer and Distributor[J].International Review of Retail,Distribution and Consumer Research,2005,15(2):125-150
152.Vinhas Alberto,Anderson Erin.How Potential Conflict Drives Channel Structure:Concurrent (Direct and Indirect) Channels[J].Journal of Marketing Research,2005,42(4):507-515
153.Weitz B A,Jap S D.Relationship Marketing and Distribution channels[J].Journal of the Academy of Marketing Science,1995,23(4):305-320
154.Wilkinson,I.Towards a Theory of Structural Change and Evolution in Marketing Channels[J].Journal of Macro Marketing,1990:18-46
155.Wilkinson,Ian F.A History of Network and Channels Thinking in Marketing in the 20th Century [J].Australasian Journal of Marketing,2001,9(2):23-52.
156.Zhuang,G.J.and Zhon,N.(2004),"The Relationship between Power and Dependence in Marketing Channels:A Chinese Perspective",European Journal of Marketing,38(5/6),675-693.
157.Zusman Pinhas,Etgar Michael.The Marketing Channel as Equilibrium Set of Contracts[J].Management Science,1981,27(March):284-302.