我国农产品营销渠道优化研究
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摘要
本文首先阐述了本论文的研究背景和国内外农产品营销渠道的研究现状。然后,介绍了农产品营销渠道的定义及相关理论。即:在对农产品营销渠道的涵义定义的基础上,对农产品和农产品市场的特点,以及营销渠道模式及其参与成员等理论进行了充分的分析。接着,对我国农产品营销渠道的进行分析。得出了我国农产品营销渠道体系中存在的问题,如:渠道上游主体缺乏竞争力;农产品的销售终端以农贸市场为主,连锁店和超市的销售量只占较低份额;农产品的销售终端以农贸市场为主,连锁店和超市的销售量只占较低份额;交易方式和结算方式落后。然后,本文对国内外农产品营销渠道体系进行了比较分析。得出美国农产品营销渠道的特点:渠道短、环节少、效率高,产地市场集中,农产品营销渠道服务组织齐全;拥有密切衔接农产品产销的发达的、高组织化的流通中间组织;分析了日本农产品营销渠道模式的特点:渠道管理规范化、法制化,渠道环节多,流通成本高,农协担当着连接生产者和消费者的纽带作用。在此基础上,提出了营销渠道建设对我国的借鉴意义
最后,本文从对提升渠道上游主体的竞争力、加快农产品批发市场升级改造、建立农产品超市连锁经营、和推进农产品交易方式的创新四个方面提出了优化我国农产品营销渠道的措施。
This text elaborated the research background of this thesis with the research present condition of domestic and international agricultural product marketing outlet first.Then, introduced the definition and related theory of agricultural product marketing outlet.Namely:At to the foundation of the connotation definition of agricultural product marketing outlet up, to the characteristics of the agricultural product and the agricultural product market, and marketing outlet mode and it participation the member wait theory to carry on full analysis.Carry on analysis to the our country agricultural product marketing outlet immediately after. Get the our country agricultural product marketing outlet system in existent problem, such as:The outlet upper stream corpus lacks a competition ability;The sale terminal of agricultural product takes agriculture Mao market as a lord, sale quantity of chain store and supermarket has a lower quota;The sale terminal of agricultural product takes agriculture Mao market as a lord, sale quantity of chain store and supermarket has a lower quota;Trade way and balance of accounts method to fall behind.Then, this text carried on to the domestic and international agricultural product marketing outlet system more analytical.Get the characteristics of American agricultural product marketing outlet:The outlet is short, little link, efficiency Gao, market in the habitat concentration, the agricultural product marketing outlet serves to organize well-found;Own to closely link up an agricultural product production & sales of flourishing of, circulating of high regimentation in the center organization; Analyzed the characteristics of Japanese the agricultural product marketing outlet mode:The outlet management norm turns, legalization, the outlet link is many, circulate cost Gao, the agriculture helps to take the Niu linking a manufacturer and consumer to take a function. On this foundation, putting forward marketing outlet's construction the meaning is to the drawing lessons from of our country
Finally, this text from to the competition ability that promotes outlet upper stream corpus, speed agricultural product wholesale the market get stripe a reformation, catena management in the supermarket of the establishment agricultural product and push forward an innovating of agricultural product bargain method four put forward is excellent and turn an our country agricultural product of the measure of the marketing outlet.
最后,本文从对提升渠道上游主体的竞争力、加快农产品批发市场升级改造、建立农产品超市连锁经营、和推进农产品交易方式的创新四个方面提出了优化我国农产品营销渠道的措施。
This text elaborated the research background of this thesis with the research present condition of domestic and international agricultural product marketing outlet first.Then, introduced the definition and related theory of agricultural product marketing outlet.Namely:At to the foundation of the connotation definition of agricultural product marketing outlet up, to the characteristics of the agricultural product and the agricultural product market, and marketing outlet mode and it participation the member wait theory to carry on full analysis.Carry on analysis to the our country agricultural product marketing outlet immediately after. Get the our country agricultural product marketing outlet system in existent problem, such as:The outlet upper stream corpus lacks a competition ability;The sale terminal of agricultural product takes agriculture Mao market as a lord, sale quantity of chain store and supermarket has a lower quota;The sale terminal of agricultural product takes agriculture Mao market as a lord, sale quantity of chain store and supermarket has a lower quota;Trade way and balance of accounts method to fall behind.Then, this text carried on to the domestic and international agricultural product marketing outlet system more analytical.Get the characteristics of American agricultural product marketing outlet:The outlet is short, little link, efficiency Gao, market in the habitat concentration, the agricultural product marketing outlet serves to organize well-found;Own to closely link up an agricultural product production & sales of flourishing of, circulating of high regimentation in the center organization; Analyzed the characteristics of Japanese the agricultural product marketing outlet mode:The outlet management norm turns, legalization, the outlet link is many, circulate cost Gao, the agriculture helps to take the Niu linking a manufacturer and consumer to take a function. On this foundation, putting forward marketing outlet's construction the meaning is to the drawing lessons from of our country
Finally, this text from to the competition ability that promotes outlet upper stream corpus, speed agricultural product wholesale the market get stripe a reformation, catena management in the supermarket of the establishment agricultural product and push forward an innovating of agricultural product bargain method four put forward is excellent and turn an our country agricultural product of the measure of the marketing outlet.
引文
[1]吴小平.西方营销渠道理论综述[J].商业经济,2005(1):86-88
[2]袁华.构建以合作组织为纽带的农产品流通渠道[J].科技情报开发与经济,2005(5):140-141
[3]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):34
[4]熊湘辉,白彦平.我国农产品流通渠道存在的问题及对策[J].河南商业高等专科学校学报,2006(3):23-25
[5]周发明.新型农产品营销体系构建的几个核心问题[J].湖南农业大学学报:社会科学版,2007(6):24-28
[6]张希颖,冯海霞.第三方物流与农产品连锁经营模式创新[J].价格理论与实践,2007(7):79-80
[7]王新利,李世武.论我国农产品流通渠道再造[J].物流科技,2008(2):139-142.
[8][美]菲利普·科特勒(Philip Kotler).营销管理(新千年版·第十版)[M].北京人民大学出版社,2001
[9]周应恒等农产品运销学[M].北京:经济管理出版社2008:10
[10]Keysuk Kin&Gary Grazier.International Marketing Review[J].1996,(13):19-32.
[11]Rowland T.Moriarty and Ursule Moran.Marketing Hybrid Systems.Harvard Business Review,November-December 1990:150.
[12]Lee Adler.Symbiotic Marketing.Harvard Business Review,November-December 1966:59-71.
[13]Louis W.Stern and Adel I.Elansary.Marketing Channels,5hted.(upper sacldle River,NJ:Prentice Hall.1966).
[14]国家统计局农村社会经济调查司.2008中国农村统计年鉴[M].北京:中国统计出版社,2008
[15]丁俊发,发展农产品物流任重道远[J].中国合作经济。2005,(1):47-48
[16]葛毅强,陈颖。我国农产品加工业的现状、发展前景与科技支持[J].农业工程学报,2003,(3):7-8
[17]李方道,吴万敏.对拓展国内农产品营销渠道的探析[J].安徽农业科学,2006,(34):9-10
[18]周发明,曾福生,大力推进我国农产品营销渠道建设[J].中国流通经济,2005,(11):9-10
[19]王亮,安徽新农村建设中农产品分销渠道研究[J]商业研究,2009,(3):33-34
[20]冷志明.我国农产品营销渠道的现状及其发展趋势[J].生产力研究,2004(1):70-71,79
[21]李泽华,我国农产品批发市场的现状与发展趋势[J].中国农村经济,2002,(6):7
[22]祝俊明.农产品批发市场竞争力测评:理论方法与应用[J].农业技术经济,2006(1):53
[23]陈淑祥.中西方国家农产品流通比较[[J].重庆工商大学学报(西部论坛),2006(8):19-23
[24]郑鑫尧.我国农产品批发市场存在的问题与发展思路[J].统计与决策。2005(9):53-54
[25]李晋红,美日农产品流通渠道模式比较及对我国的借鉴[J]中国合作经济,2005:(5)5-62
[26]薛景梅,河北省农产品批发市场发展策略分析[J].职业时空,200颐20):50-52
[27]陈炳辉,安玉发.农产品批发市场发展模式国际比较及对中国的启示[[J].世界农业,2006(2):7-9
[28]孟凡胜.中国农产品现代物流发展问题研究[J].东北农业大学博士论文,2005
[29]贾生华,刘清华。拍卖交易与我国农产品批发市场交易方式创新[J].中国农村经济,2001(2):63-67
[30]王志刚,祝倩宜.农产品批发市场交易方式选择的理论诊释[J].商业时代,2006(33):26-27
[31]孙剑,李崇先.美国和日本主农产品营销渠道比较[J].世界农业,2003,(3):33-35
[32]张文松,王树祥.我国农产品现代物流模式分析及选择[J].物流技术,2006(3):37-39
[33]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们[J].福建论坛(经济社会版),2003,(4):32--35
[34]胡定寰,农产品“二元结构”论-论超市发展对农业和食品安全的影响[J].中国农村经济,2005(3):12-18
[35]张文松,王树祥.我国农产品现代物流模式分析及选择[J].物流技术,2006(3):37-39.
[36]湖南省汉寿县2008年统计年鉴[M].汉寿县统计局,2009
[37]王勇.中国农民组织化问题研究[D].东北农业大学博士论文,2004
[38]曾福生.农业合作组织是农业社会化服务的主导力量[J].农业现代化研究,2002(4)
[39]黎元生.农产品流通组织创新研究[M].北京:中国农业出版社,2003:71-104
[40]汪旭晖.建设新农村背景下的农产品流通体系优化[J].发展研究参考,2008(1):25-38
[41]李炳炎,走向集约化:加快发展我国农村合作经济组织[J].学习论坛,2007.1.
[42]张红宇,提高农民组织化程度的模式选择,中国经济时报,2007,01,2
[43]吴宣庆,吴全录.青岛莱西市新农村建设模式的探索及对全国的启示[J].中共青岛市委党校青岛行政学院学报,2006,2:46-49
[44]杨蕾,国外农业市场信息传播方式[J].中国农业信息,2006(8):16
[45]纪良纲.农产品流通中介组织研究[M].北京:中国农业出版社,1998
[46]孙剑,李崇光.论农产品营销渠道组织创新与发展[J].农业科技管理,2003(4):1-4
[47]邓若鸿,陈晓静,刘普合.新型农产品流通服务体系的协同模式研究[J].系统工程理论与实践,2006(7):59-65
[48]寇平君,卢凤君.农产品拍卖交易方式在我国推行的适应性分析[J].中国农村经济,2003(8):18-23
[49]范利军,拍卖制在我国农产品批发市场的应用研究[J].商场现代化,2006(10)44
[2]袁华.构建以合作组织为纽带的农产品流通渠道[J].科技情报开发与经济,2005(5):140-141
[3]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):34
[4]熊湘辉,白彦平.我国农产品流通渠道存在的问题及对策[J].河南商业高等专科学校学报,2006(3):23-25
[5]周发明.新型农产品营销体系构建的几个核心问题[J].湖南农业大学学报:社会科学版,2007(6):24-28
[6]张希颖,冯海霞.第三方物流与农产品连锁经营模式创新[J].价格理论与实践,2007(7):79-80
[7]王新利,李世武.论我国农产品流通渠道再造[J].物流科技,2008(2):139-142.
[8][美]菲利普·科特勒(Philip Kotler).营销管理(新千年版·第十版)[M].北京人民大学出版社,2001
[9]周应恒等农产品运销学[M].北京:经济管理出版社2008:10
[10]Keysuk Kin&Gary Grazier.International Marketing Review[J].1996,(13):19-32.
[11]Rowland T.Moriarty and Ursule Moran.Marketing Hybrid Systems.Harvard Business Review,November-December 1990:150.
[12]Lee Adler.Symbiotic Marketing.Harvard Business Review,November-December 1966:59-71.
[13]Louis W.Stern and Adel I.Elansary.Marketing Channels,5hted.(upper sacldle River,NJ:Prentice Hall.1966).
[14]国家统计局农村社会经济调查司.2008中国农村统计年鉴[M].北京:中国统计出版社,2008
[15]丁俊发,发展农产品物流任重道远[J].中国合作经济。2005,(1):47-48
[16]葛毅强,陈颖。我国农产品加工业的现状、发展前景与科技支持[J].农业工程学报,2003,(3):7-8
[17]李方道,吴万敏.对拓展国内农产品营销渠道的探析[J].安徽农业科学,2006,(34):9-10
[18]周发明,曾福生,大力推进我国农产品营销渠道建设[J].中国流通经济,2005,(11):9-10
[19]王亮,安徽新农村建设中农产品分销渠道研究[J]商业研究,2009,(3):33-34
[20]冷志明.我国农产品营销渠道的现状及其发展趋势[J].生产力研究,2004(1):70-71,79
[21]李泽华,我国农产品批发市场的现状与发展趋势[J].中国农村经济,2002,(6):7
[22]祝俊明.农产品批发市场竞争力测评:理论方法与应用[J].农业技术经济,2006(1):53
[23]陈淑祥.中西方国家农产品流通比较[[J].重庆工商大学学报(西部论坛),2006(8):19-23
[24]郑鑫尧.我国农产品批发市场存在的问题与发展思路[J].统计与决策。2005(9):53-54
[25]李晋红,美日农产品流通渠道模式比较及对我国的借鉴[J]中国合作经济,2005:(5)5-62
[26]薛景梅,河北省农产品批发市场发展策略分析[J].职业时空,200颐20):50-52
[27]陈炳辉,安玉发.农产品批发市场发展模式国际比较及对中国的启示[[J].世界农业,2006(2):7-9
[28]孟凡胜.中国农产品现代物流发展问题研究[J].东北农业大学博士论文,2005
[29]贾生华,刘清华。拍卖交易与我国农产品批发市场交易方式创新[J].中国农村经济,2001(2):63-67
[30]王志刚,祝倩宜.农产品批发市场交易方式选择的理论诊释[J].商业时代,2006(33):26-27
[31]孙剑,李崇先.美国和日本主农产品营销渠道比较[J].世界农业,2003,(3):33-35
[32]张文松,王树祥.我国农产品现代物流模式分析及选择[J].物流技术,2006(3):37-39
[33]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们[J].福建论坛(经济社会版),2003,(4):32--35
[34]胡定寰,农产品“二元结构”论-论超市发展对农业和食品安全的影响[J].中国农村经济,2005(3):12-18
[35]张文松,王树祥.我国农产品现代物流模式分析及选择[J].物流技术,2006(3):37-39.
[36]湖南省汉寿县2008年统计年鉴[M].汉寿县统计局,2009
[37]王勇.中国农民组织化问题研究[D].东北农业大学博士论文,2004
[38]曾福生.农业合作组织是农业社会化服务的主导力量[J].农业现代化研究,2002(4)
[39]黎元生.农产品流通组织创新研究[M].北京:中国农业出版社,2003:71-104
[40]汪旭晖.建设新农村背景下的农产品流通体系优化[J].发展研究参考,2008(1):25-38
[41]李炳炎,走向集约化:加快发展我国农村合作经济组织[J].学习论坛,2007.1.
[42]张红宇,提高农民组织化程度的模式选择,中国经济时报,2007,01,2
[43]吴宣庆,吴全录.青岛莱西市新农村建设模式的探索及对全国的启示[J].中共青岛市委党校青岛行政学院学报,2006,2:46-49
[44]杨蕾,国外农业市场信息传播方式[J].中国农业信息,2006(8):16
[45]纪良纲.农产品流通中介组织研究[M].北京:中国农业出版社,1998
[46]孙剑,李崇光.论农产品营销渠道组织创新与发展[J].农业科技管理,2003(4):1-4
[47]邓若鸿,陈晓静,刘普合.新型农产品流通服务体系的协同模式研究[J].系统工程理论与实践,2006(7):59-65
[48]寇平君,卢凤君.农产品拍卖交易方式在我国推行的适应性分析[J].中国农村经济,2003(8):18-23
[49]范利军,拍卖制在我国农产品批发市场的应用研究[J].商场现代化,2006(10)44