河北省鲜梨流通渠道关系质量与流通效率关系研究

发布时间：2018-03-23 09:57

本文选题：渠道关系质量　切入点：渠道沟通　出处：《河北大学》2017年硕士论文

【摘要】：农业是国民经济的基础,我国历届政府都十分关切农业的可持续发展和农民持续增收的问题。而在河北省大部分地区,农产品流通难是制约当地农业经济发展和农民增收致富的重要因素,尤其对于鲜果类产品,流通效率低的问题直接抬高了鲜果类农产品市场终端消费的价格。此外,近几年来国内消费者对鲜果类农产品的消费需求越来越高,但目前大部分地区的鲜果类农产品存在价格高、质量安全没保障、流通效率低等问题,致使现有鲜果类农产品远不能满足国内的消费需求。这些问题制约了农民增收和当地农业的可持续发展。鲜梨作为河北省比较重要的鲜果类农产品之一,自然条件得天独厚,种植品种多样。在中国鲜梨出口量的排名中,河北省的鲜梨出口量很大,鲜梨已成为河北省最具竞争力的农产品之一。然而在河北鲜梨流通过程中,流通渠道中占主要地位的中间商和终端零售商之间的关系质量不佳直接影响着鲜梨的流通效率,给河北梨果供应链的发展带来了不利的影响。如何改善渠道成员间的关系质量,以及进一步促进流通效率的提高,是河北地区农业的发展亟待解决的问题。本文以河北省鲜梨的流通为研究对象,采用实证研究的方法,通过问卷调查的方式对河北鲜梨流通渠道中重要的中间商和终端零售商等相关企业进行调查,揭示出了其渠道成员间的关系质量对渠道间沟通的影响,以及最后对流通绩效产生的相关影响。本文通过对文献的梳理和相关理论的研究,提出了研究的概念模型,在问卷数据分析的基础上进行相关分析和回归分析以及中介效应分析,来论证假设的成立。最终文章得出了以下结论:1、河北省鲜梨流通中的中间商与终端零售商之间的关系质量对两者间的渠道沟通产生正向影响;渠道沟通又对鲜梨流通效率产生正向的影响;渠道关系质量对鲜梨的流通效率又产生了正向的影响。2、渠道间沟通在渠道关系质量和流通效率之间起到了部分中介变量的作用。最后,本文根据分析的结论和相关的研究成果,对河北鲜梨流通效率的提高提出了具体的改善意见,并指出本文的研究不足和需要继续研究的方向。
[Abstract]:Agriculture is the foundation of the national economy. Successive Chinese governments have been very concerned about the sustainable development of agriculture and the continued increase of farmers' income. In most areas of Hebei Province, The difficulty in the circulation of agricultural products is an important factor restricting the development of local agricultural economy and increasing the income of farmers. Especially for fresh fruit products, the problem of low circulation efficiency directly raises the price of the end consumption of fresh fruit agricultural products in the market. In recent years, domestic consumers have more and more high consumption demand for fresh fruit agricultural products. However, at present, there are problems such as high prices, insecure quality and low circulation efficiency of fresh fruit agricultural products in most regions. These problems restrict the increase of farmers' income and the sustainable development of local agriculture. As one of the most important fresh fruit agricultural products in Hebei Province, the natural conditions are unique. There are a variety of varieties to be planted. Hebei Province has one of the most competitive agricultural products in Hebei Province. However, in the circulation of fresh pears in Hebei Province, the export volume of fresh pears in Hebei Province is very large, and fresh pears have become one of the most competitive agricultural products in Hebei Province. The poor quality of the relationship between the leading middleman and the end retailer in the distribution channel has a direct impact on the circulation efficiency of fresh pear, and has a negative impact on the development of the supply chain of Hebei pear fruit. How to improve the quality of the relationship between the members of the channel, and how to improve the quality of the relationship between the members of the channel. In this paper, the circulation of fresh pears in Hebei Province is taken as the research object, and the method of empirical research is adopted. Through the investigation of the important middlemen and the terminal retailers in the circulation channel of fresh pear in Hebei province, the paper reveals the influence of the quality of the relationship between the members of the channel on the communication among the channels. Finally, this paper puts forward the conceptual model of the research by combing the literature and studying the relevant theories. On the basis of questionnaire data analysis, correlation analysis, regression analysis and intermediary effect analysis are carried out. Finally, the paper draws the following conclusion: 1. The relationship between the middleman and the terminal retailer in the circulation of fresh pear in Hebei Province has a positive effect on the channel communication between them. The channel communication had a positive effect on the circulation efficiency of fresh pear. The quality of channel relationship has a positive effect on the circulation efficiency of fresh pear. The communication between channels plays a part of intermediary variable between channel relationship quality and circulation efficiency. Finally, according to the conclusions of the analysis and related research results, The paper puts forward some concrete suggestions to improve the circulation efficiency of fresh pear in Hebei Province, and points out the deficiency of the research and the direction of further research in this paper.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F326.6;F323.7

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