基于流通网络组织的农村消费市场开拓问题研究
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摘要
农村消费市场是我国最大、最具潜力的市场。繁荣农村消费市场,对于促进农民增收、引导农村消费、保持农业和农村经济稳定发展具有重要意义,是推进社会主义新农村建设的重要内容。然而,现阶段,我国农村消费市场开拓遇到了困境,这些困境在市场上表现为有效需求和有效供给不足。为增加有效供给和有效需求,解决农村消费市场开拓问题,本文尝试从流通网络组织角度来进行分析。通过对流通网络组织理论和国内外成功开拓农村消费市场案例的分析,本文认为流通网络组织是农村消费市场开拓的有效组织形式。鉴于此,本文构建了基于流通网络组织的农村消费市场开拓模式。该模式显示:一方面,农民可以通过流通网络组织增加农产品销售率和销售额,提高农民收入,从而扩大农村消费市场有效需求;另一方面,生产企业可以通过流通网络组织增加农村消费市场有效供给。农村消费市场上有效需求和有效供给的增加,不仅能增进农民收入和企业效益,而且能产生较大市场效应,从而扩大农村消费市场。模式的有效运转取决于三大要素——运行平台、组织节点和中介组织。这三大要素相互作用、相互依赖:运行平台为组织节点和中介组织的形成提供基础;组织节点反过来影响运行平台和中介组织的效果;而运行平台和组织节点又离不开中介组织的协调。基于模式分析,本文从流通网络组织角度对农村消费市场开拓问题提出了政策建议,认为农村消费市场的开拓,政府要支持运行平台、流通企业要提高核心能力、中介组织要完善协调功能。总之,本文的研究不仅补充了现有流通网络组织理论,而且也为农村消费市场开拓提供了新的视角,因而本文的研究具有一定的理论和现实意义。
The rural consumption market is the largest and most potential market in China. Opening up the rural market could improve farmer’s income, and guide the rural consumption, agriculture and the rural economy which is good for maintaining stability and development and is good for the construction of new socialist in rural areas. However, there are some difficulties faced during the process of opening up rural consumption market, which contends two aspects: rural consumption market’s effective demand of consumption is two low and the rural consumer market’s effective supply also is inadequate. To improve effective supply and demand, this paper is going to solve the problem based on the circulation network organization. Through anglicizing the circulation network organization theory, and some success stories from the practical experience of circulation network organization both at home and abroad, we could come to a conclusion that circulation network organization is an effective way in developing the rural consumer market. In view of this, this paper built a rural consumer market development model based on circulation network organization. Using this model, farmers can increase sales of agricultural products through the network organizations, and increasing their income of peasants, ultimately, increasing the effective demand in rural consumer markets; On the other hand, production enterprises can increase the effective supply of production through the network of consumer goods. So that the farmers and circulation enterprises would be able to reap excess profits, and the rural market could be open as well. The model consists of three major elements - operating platform, contact organizations, intermediary organizations. These three elements work with each other: Government provides a platform for enterprise core competencies, and training of intermediary service organizations provide the basis for enhancing the level of the enterprise core competencies which in turn support the cultivation of operating platform and the protection of the normal operation of an effective intermediary services. On how to tap the rural consumer market from the perspective of the circulation network organization makes policy recommendations that the need to develop the rural consumer market, the Government should support operating platform, enterprises must improve the core capacity, intermediary organizations, In conclusion, this study not only add to the theory of rural consumer market development, but also provide a new insight on how to develop the rural consumer market, and therefore this study has some practical significance.
The rural consumption market is the largest and most potential market in China. Opening up the rural market could improve farmer’s income, and guide the rural consumption, agriculture and the rural economy which is good for maintaining stability and development and is good for the construction of new socialist in rural areas. However, there are some difficulties faced during the process of opening up rural consumption market, which contends two aspects: rural consumption market’s effective demand of consumption is two low and the rural consumer market’s effective supply also is inadequate. To improve effective supply and demand, this paper is going to solve the problem based on the circulation network organization. Through anglicizing the circulation network organization theory, and some success stories from the practical experience of circulation network organization both at home and abroad, we could come to a conclusion that circulation network organization is an effective way in developing the rural consumer market. In view of this, this paper built a rural consumer market development model based on circulation network organization. Using this model, farmers can increase sales of agricultural products through the network organizations, and increasing their income of peasants, ultimately, increasing the effective demand in rural consumer markets; On the other hand, production enterprises can increase the effective supply of production through the network of consumer goods. So that the farmers and circulation enterprises would be able to reap excess profits, and the rural market could be open as well. The model consists of three major elements - operating platform, contact organizations, intermediary organizations. These three elements work with each other: Government provides a platform for enterprise core competencies, and training of intermediary service organizations provide the basis for enhancing the level of the enterprise core competencies which in turn support the cultivation of operating platform and the protection of the normal operation of an effective intermediary services. On how to tap the rural consumer market from the perspective of the circulation network organization makes policy recommendations that the need to develop the rural consumer market, the Government should support operating platform, enterprises must improve the core capacity, intermediary organizations, In conclusion, this study not only add to the theory of rural consumer market development, but also provide a new insight on how to develop the rural consumer market, and therefore this study has some practical significance.
引文
[1]程国强.我国农村流通体系建设:现状、问题与政策建议[J].农业经济问题: 2007(4): 59-61.
[2]丁冰.当代西方经济学原理[M].北京:首经济贸易大学出版社,2000:43.
[3]吴易凤,刘凤良.西方经济学[M].北京:中国人民大学出版社,1999:132.
[4]宋承先.现代西方经济学(宏观经济学)[M].上海:复旦大学出版社,1997:78.
[5]厉以宁.消费经济学[M].北京:人民出版社,1984: 98.
[6]丁冰.当代西方经济学流派[M].北京经济学院出版社,1993.6.
[7]朱国林.消费理论最新发展动态[J].经济学动态,2002(4): 62-65.
[8] G. H. Wasinambiaratchi.Marketing in the Network Economy[J]. Journal of Marketing,1998(113): 321.
[9] A.C.R. Dressman.Collective Efficiency and Collective Failure: The Response of the Sialkot Surgical Instrument Cluster to Global Quality Pressures [J]. World Development, 1999 (9):16-26.
[10]阿瑟·刘易斯.二元经济论[M].北京经济学出版社,1990:45.
[11]亚当·斯密.国民财富的原因和性质的研究[M].陕西人民出版社,2001.1.
[12]柳思维.关于开拓农村消费品市场的另类思考[J].农产品市场周刊, 2004(18):30-32.
[13]孙艳丽.发展农村消费信贷培育农村消费市场[J].农业经济, 2006(11):64-65.
[14]王涛,刘庚武等.农村社会保障对启动农村消费市场的影响[J].农业经济,2006(4):28-29.
[15]朱信凯,王红玲等.金字塔模式:启动农村消费市场的新思路[J].财贸经济, 2000(7): 57.
[16]柳思维.努力实现城乡消费品市场协调发展的思考[J].财贸经济,2004(4):65-69.
[17]柳思维.农村消费者教育与健全农村市场秩序[J].中国工商管理研究,2005(1):19-21.
[18]马龙龙.促进消费需要强有力的流通支持[J].经济纵横,2005(9):42-43.
[19] Williamson.The Dilemma of Technological Lea dership: A Conception Framwork[J].Journal of Commerce and Management,1992,27(1):63-79.
[20] Alstyne.Recovery of a Mexican Cluster:Devalua-tion Bonanza or Collective Efficiency[J].World Development,1999(9):1571-1585.
[21] Jarillo Jose C.On Strategy Network[J].Strategy Management Journal,1998(9):34-46.
[22] Dennis Mailatetal. Innovation Networks and Territorial Dynamies[J]. Atentative TyPology ,1999(7):78-83.
[23] Richard L Deft.Essential of Organization Theory and Design[M].北京:机械工业出版社,1993:241.
[24] Ravis,Achrol,PhilipKotler. Marketingin the Network Economy[J].Journal of Marketing, 2000(3):113:146.
[25] Marshall Van Alstyne. The State of Network Organization: A Survey in Three Frame Work[J]. Joumal of Organizational Computing,1997(3):76.
[26]李新春.企业战略联盟的生成发展与市场转型[J].经济研究,1998(4):76.
[27]贾根良.网络组织:超越市场与企业两分法[J].经济社会体制比较,1998(4):13-19.
[28]孙国强.网络组织的内涵、特征与构成要素[J].南开管理评论,2001(4):38-40.
[29]罗仲伟,罗美娟.网络组织对层级组织的替代[J].中国工业经济,2001(6):23-30.
[30]韦福祥.企业间网络组织及创新机制的形成初探[J].现代财经,2001(1):50-53.
[31]芮鸿程.网络组织的形成与运作机理研究[J].学术界,2001(3):45.
[32]林润辉,李维安.网络组织—更具环境适应能力的新型组织模式[J].南开管理评论,2000(3):4-7.
[33]孙希岳.流通纵横[M].北京:经济科学出版社,1990:20.
[34]黄国雄,曹后昌.商业经济学[M].北京:中国商业出版社,1991:55.
[35]王中明.流通网络浅论[J].浙江学刊,1994:16.
[36]高涤陈.商业运行概论[M].上海人民出版社,1993:19.
[37]王薇.商品流通网络——机理·历史与模式[M].北京:中国发展出版社,2002:14.
[38]唐慧伦.对供销合作社所有制性质问题的初步探讨[J].中国软科学,1995(1):56-58.
[39]白仲尧.供销社应站在时代的前列[J].中国供销合作经济,2001,(11):45-47.
[40]纪良纲.研究流通产业升级的创新之作[J].财贸经济, 2006,(2): 34-36.
[41]许小庄,曹小芬.以农村流通合作组织建设促进农业产业化发展——基于交易成本理论的分析[J].财贸研究:2008(1):26-29.
[42] Dore R. Goodwill and the Spirit of Market Capitalism[J]. Br.J., Sociol: 1983(34):459-482.
[43] Pfeffer, J. , Nowak P. , Joint-ventures and Interorganizational Interdependence[J]. Admin. Sci. Q. 1976(21):398-418.
[44]马龙龙.流通产业组织[M].北京:清华大学出版社,2006:4.
[45]林润辉,李维安.网络组织——更具环境适应能力的新型组织模式[J].南开管理评论, 2000(3):87.
[46]李维安等.网络组织:组织发展新趋势[M].北京:经济科学出版社,2003:326.
[47]张钢等.企业组织网络化发展[M].浙江:浙江大学出版社, 2005:94-101.
[48] Quinn, J. B. Managing Professional Intellect: Making the Most of the Best[J]. Harvard Business Review. 1996 (2): 71-80.
[49]马永生.网络组织:企业组织理论的新发展[J].财经研究, 2000 (12): 39.41.
[50]亚当·斯密.国富论[M].陕西:陕西师范大学出版社, 2005:83.
[51]柳思维.农村市场营销研究[M].北京:中国市场出版社, 2008(1):11.
[52]帅斌,物流产业经济[M].北京:科学出版社, 2006(7):72.
[53]柳思维,黄福华.新兴流通产业发展研究[M].北京:中国市场出版社, 2007:45.
[54]马龙龙.流通产业结构[M].北京:清华大学出版社, 2005:212.
[55]柳思维.关于完善湖南省农村商品市场体系的若干问题[J].财贸经济,2007:153-157.
[56]王启云.大力调整农业结构,扩大农产品消费需求[J].消费经济,2005(6):7-10.
[57]王启云.农产品“卖难”问题透视[J].湖南科技大学学报,2005(9):76-79.
[58]柳思维.现代市场研究[M].北京:中国市场出版社, 2007(9):97.
[59]王启云.绿色食品:拓展我国农产品需求的新增长点[J].湘潭大学学报,2005(1):17-21.
[60]喻卫斌.不确定性和网络组织研究.北京:中国社会科学出版社.2007:204.
[61] Hakansson,Snehota.Developing Relationships in Business Markets[M].London:Intemational ThomPson, 1995:96.
[62]罗仲伟.网络组织的特性及其经济学分析[J].外国经济与管理,2000(7):13-18.
[63]严建援.“网络组织”课程高级研讨班讨论稿[R].南开大学国际商学院,2000(5):11.
[2]丁冰.当代西方经济学原理[M].北京:首经济贸易大学出版社,2000:43.
[3]吴易凤,刘凤良.西方经济学[M].北京:中国人民大学出版社,1999:132.
[4]宋承先.现代西方经济学(宏观经济学)[M].上海:复旦大学出版社,1997:78.
[5]厉以宁.消费经济学[M].北京:人民出版社,1984: 98.
[6]丁冰.当代西方经济学流派[M].北京经济学院出版社,1993.6.
[7]朱国林.消费理论最新发展动态[J].经济学动态,2002(4): 62-65.
[8] G. H. Wasinambiaratchi.Marketing in the Network Economy[J]. Journal of Marketing,1998(113): 321.
[9] A.C.R. Dressman.Collective Efficiency and Collective Failure: The Response of the Sialkot Surgical Instrument Cluster to Global Quality Pressures [J]. World Development, 1999 (9):16-26.
[10]阿瑟·刘易斯.二元经济论[M].北京经济学出版社,1990:45.
[11]亚当·斯密.国民财富的原因和性质的研究[M].陕西人民出版社,2001.1.
[12]柳思维.关于开拓农村消费品市场的另类思考[J].农产品市场周刊, 2004(18):30-32.
[13]孙艳丽.发展农村消费信贷培育农村消费市场[J].农业经济, 2006(11):64-65.
[14]王涛,刘庚武等.农村社会保障对启动农村消费市场的影响[J].农业经济,2006(4):28-29.
[15]朱信凯,王红玲等.金字塔模式:启动农村消费市场的新思路[J].财贸经济, 2000(7): 57.
[16]柳思维.努力实现城乡消费品市场协调发展的思考[J].财贸经济,2004(4):65-69.
[17]柳思维.农村消费者教育与健全农村市场秩序[J].中国工商管理研究,2005(1):19-21.
[18]马龙龙.促进消费需要强有力的流通支持[J].经济纵横,2005(9):42-43.
[19] Williamson.The Dilemma of Technological Lea dership: A Conception Framwork[J].Journal of Commerce and Management,1992,27(1):63-79.
[20] Alstyne.Recovery of a Mexican Cluster:Devalua-tion Bonanza or Collective Efficiency[J].World Development,1999(9):1571-1585.
[21] Jarillo Jose C.On Strategy Network[J].Strategy Management Journal,1998(9):34-46.
[22] Dennis Mailatetal. Innovation Networks and Territorial Dynamies[J]. Atentative TyPology ,1999(7):78-83.
[23] Richard L Deft.Essential of Organization Theory and Design[M].北京:机械工业出版社,1993:241.
[24] Ravis,Achrol,PhilipKotler. Marketingin the Network Economy[J].Journal of Marketing, 2000(3):113:146.
[25] Marshall Van Alstyne. The State of Network Organization: A Survey in Three Frame Work[J]. Joumal of Organizational Computing,1997(3):76.
[26]李新春.企业战略联盟的生成发展与市场转型[J].经济研究,1998(4):76.
[27]贾根良.网络组织:超越市场与企业两分法[J].经济社会体制比较,1998(4):13-19.
[28]孙国强.网络组织的内涵、特征与构成要素[J].南开管理评论,2001(4):38-40.
[29]罗仲伟,罗美娟.网络组织对层级组织的替代[J].中国工业经济,2001(6):23-30.
[30]韦福祥.企业间网络组织及创新机制的形成初探[J].现代财经,2001(1):50-53.
[31]芮鸿程.网络组织的形成与运作机理研究[J].学术界,2001(3):45.
[32]林润辉,李维安.网络组织—更具环境适应能力的新型组织模式[J].南开管理评论,2000(3):4-7.
[33]孙希岳.流通纵横[M].北京:经济科学出版社,1990:20.
[34]黄国雄,曹后昌.商业经济学[M].北京:中国商业出版社,1991:55.
[35]王中明.流通网络浅论[J].浙江学刊,1994:16.
[36]高涤陈.商业运行概论[M].上海人民出版社,1993:19.
[37]王薇.商品流通网络——机理·历史与模式[M].北京:中国发展出版社,2002:14.
[38]唐慧伦.对供销合作社所有制性质问题的初步探讨[J].中国软科学,1995(1):56-58.
[39]白仲尧.供销社应站在时代的前列[J].中国供销合作经济,2001,(11):45-47.
[40]纪良纲.研究流通产业升级的创新之作[J].财贸经济, 2006,(2): 34-36.
[41]许小庄,曹小芬.以农村流通合作组织建设促进农业产业化发展——基于交易成本理论的分析[J].财贸研究:2008(1):26-29.
[42] Dore R. Goodwill and the Spirit of Market Capitalism[J]. Br.J., Sociol: 1983(34):459-482.
[43] Pfeffer, J. , Nowak P. , Joint-ventures and Interorganizational Interdependence[J]. Admin. Sci. Q. 1976(21):398-418.
[44]马龙龙.流通产业组织[M].北京:清华大学出版社,2006:4.
[45]林润辉,李维安.网络组织——更具环境适应能力的新型组织模式[J].南开管理评论, 2000(3):87.
[46]李维安等.网络组织:组织发展新趋势[M].北京:经济科学出版社,2003:326.
[47]张钢等.企业组织网络化发展[M].浙江:浙江大学出版社, 2005:94-101.
[48] Quinn, J. B. Managing Professional Intellect: Making the Most of the Best[J]. Harvard Business Review. 1996 (2): 71-80.
[49]马永生.网络组织:企业组织理论的新发展[J].财经研究, 2000 (12): 39.41.
[50]亚当·斯密.国富论[M].陕西:陕西师范大学出版社, 2005:83.
[51]柳思维.农村市场营销研究[M].北京:中国市场出版社, 2008(1):11.
[52]帅斌,物流产业经济[M].北京:科学出版社, 2006(7):72.
[53]柳思维,黄福华.新兴流通产业发展研究[M].北京:中国市场出版社, 2007:45.
[54]马龙龙.流通产业结构[M].北京:清华大学出版社, 2005:212.
[55]柳思维.关于完善湖南省农村商品市场体系的若干问题[J].财贸经济,2007:153-157.
[56]王启云.大力调整农业结构,扩大农产品消费需求[J].消费经济,2005(6):7-10.
[57]王启云.农产品“卖难”问题透视[J].湖南科技大学学报,2005(9):76-79.
[58]柳思维.现代市场研究[M].北京:中国市场出版社, 2007(9):97.
[59]王启云.绿色食品:拓展我国农产品需求的新增长点[J].湘潭大学学报,2005(1):17-21.
[60]喻卫斌.不确定性和网络组织研究.北京:中国社会科学出版社.2007:204.
[61] Hakansson,Snehota.Developing Relationships in Business Markets[M].London:Intemational ThomPson, 1995:96.
[62]罗仲伟.网络组织的特性及其经济学分析[J].外国经济与管理,2000(7):13-18.
[63]严建援.“网络组织”课程高级研讨班讨论稿[R].南开大学国际商学院,2000(5):11.