特色农产品市场进入模式的绩效评价

发布时间：2018-05-22 11:33

本文选题：特色农产品 + 市场进入模式　；参考：《海南大学》2013年硕士论文

【摘要】：关于市场进入模式和绩效评价都是非常经典且十分重要的理论,选择何种市场进入模式,如何选择,以及在各种不同市场进入模式下会有的不同的绩效水平都是需要考虑的问题。农业一直是我国经济社会发展中的重点问题,特色农业是中国农业未来发展的基本方向和主要趋势。特色农产品的跨区域销售是发展特色农业的关键部分,实现特色农产品的跨区域市场进入,进行销售区域的扩张具有重要意义。我国地域广阔,农业资源富饶多样,拥有十分多的特色农业、特色农产品资源,但是目前不少特色农产品资源并没有得到很好的开发,没有转化成经济效益、生态效益和社会效益。随着市场经济体系的不断发展和基础设施等的改善,为我国特色农产品实现跨区域的市场进入提供了条件,特色农产品的市场进入对提高农民收入水平、带动区域经济社会发展、促进生态农业发展、构建地方特色经济都有很显著的效果,同时,对加强我国特色农产品的市场竞争力具有很强的实践意义。对特色农产品市场进入模式绩效评价的研究对市场进入模式理论、其他产业跨区域扩张和农产品的营销问题研究都有很强的理论借鉴意义。市场进入理论一般都是建立在国际化的背景下研究海外市场进入模式,本文在借鉴海外市场进入理论的基础上,将其应用到指导特色农产品的在国内跨区域市场进入模式中研究,对特色农产品市场进入模式选择的影响因素和理论基础进行分析,特色农产品市场进入模式的选择受其产品本身特性、市场进入目标地及市场状况等因素的影响,在选择市场进入模式时应充分考虑这些影响因素,并且基于产业基础观、资源基础观和制度基础观综合考虑,结合资源投入、风险水平、灵活性和控制水平等决策目标进行选择。目前,特色农产品普遍采用的市场进入模式有直接输出、合同进入和投资进入三大类,这三类市场进入模式各有优缺点,农产品企业在选择市场进入模式时应结合实际情况进行选择。不同市场进入模式之间绩效的差异,是市场主体选择市场进入模式时的基本依据。对各种市场进入模式的绩效进行评价,是观察市场主体市场进入模式选择行为的基础。成本管理、利益相关者和可持续发展是绩效评价基本的理论基础,获得收益是所以企业的基本目标,但是特色农产品企业的行为会受到农户、政府和市场这三个主体的影响,农产品本身就与可持续发展有着密切的关系,并且企业的目标也是可持续经营和发展。因此,在建立特色农产品市场进入的评价指标体系时,以农户、政府、企业和市场四个利益关系主体分别研究其经济效益、生态效益和社会效益。在这些衡量指标中,包括定性指标和定量指标,许多指标具有模糊性,且特色农产品市场进入目标地的情况会不同,有时缺乏可比性,因而在确定指标值时采取德尔菲法和专家分析法,运用层次分析法确定各指标的权重,建立模糊多层次综合评价模型,通过最大隶属原则进行评价或给各评价等级确定分值对多种模式进行比较,得到评价结果。本文以江西省修水县的蚕桑进入九江市为例作为案例应用,评价结果为良,结果与现实相符。
[Abstract]:The market entry model and performance evaluation are both very classic and very important theories. What kind of market entry mode, how to choose, and different performance levels in different market entry modes are all problems to be considered.
Agriculture has always been the key problem in the economic and social development of our country. Characteristic agriculture is the basic direction and main trend of the future development of China's agriculture. The cross regional sales of characteristic agricultural products is the key part of developing the characteristic agriculture. It is of great significance to realize the cross regional market of the characteristic agricultural products, and the expansion of the sales area is of great significance. The region is wide, the agricultural resources are rich and diverse, with a lot of characteristic agriculture and characteristic of agricultural products. However, many characteristic agricultural products have not been well developed at present, and have not been transformed into economic, ecological and social benefits. With the continuous development of the market economy and the improvement of the infrastructure, it is the characteristic agriculture of our country. The market entry of the product has provided the conditions for the cross regional market entry. The market entry of the characteristic agricultural products has great effect on improving the farmers' income level, promoting the economic and social development of the region, promoting the development of ecological agriculture and constructing the local characteristic economy. At the same time, it has great practical significance to strengthen the market competitiveness of the characteristic agricultural products of our country. The research on the market entry model performance evaluation of the characteristic agricultural products has great theoretical significance for the theory of market entry mode, the cross regional expansion of other industries and the research on the marketing of agricultural products.
The theory of market entry is generally based on the internationalization of the study of overseas market entry mode. On the basis of the theory of overseas market entry, this paper applies it to the study of the characteristic agricultural products in the domestic cross regional market entry mode, the influencing factors and the theoretical basis for the selection of the market entry mode of the characteristic agricultural products. According to the analysis, the choice of the market entry mode of the characteristic agricultural products is influenced by the characteristics of its product itself, the market entry and market conditions. In choosing the market entry mode, these factors should be fully considered, and based on the industrial base view, the resource base view and the system basic view are taken into consideration, combined with the resource input and the wind. Risk level, flexibility and control level are selected. At present, the market entry mode generally adopted by the characteristic agricultural products has direct output, contract entry and investment enter into the three major categories. The three types of market entry modes have their own advantages and disadvantages. The difference in performance between market entry modes is the basic basis for market participants to choose the market entry mode. The evaluation of the performance of various market entry modes is the basis for observing the market entry mode selection behavior.
Cost management, stakeholder and sustainable development are the basic theoretical basis of performance evaluation. Obtaining income is the basic goal of the enterprise. However, the behavior of the characteristic agricultural products enterprises will be influenced by the three main bodies of farmers, government and market. The agricultural products themselves have a close relationship with sustainable development and the objectives of the enterprises. It is also the sustainable management and development. Therefore, in establishing the evaluation index system of the characteristic agricultural products market, the economic benefit, the ecological benefit and the social benefit are studied by the four stakeholders of the farmers, the government, the enterprise and the market respectively. And the market of the characteristic agricultural products will be different, sometimes lack of comparability, so Delphy Fa and expert analysis are adopted to determine the index value, and the analytic hierarchy process is used to determine the weight of each index, and a fuzzy multilevel comprehensive evaluation model is established. In this paper, we use the sericulture into Jiujiang in Xiushui County, Jiangxi as an example, as an example, and the result is good, and the result is consistent with the reality.
【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F323.7

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