合浦县特色农产品豇豆营销渠道整合研究

发布时间：2018-01-19 01:36

本文关键词： 特色农产品豇豆营销渠道整合合浦县　出处：《广西大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,豇豆作为一种新鲜蔬菜被广泛推广种植生产。豇豆产业作为合浦县当地农业的重要经济增收产业,取得了不错的成绩。合浦豇豆产业由小规模种植到区域化推广,并成为上海世博会特供农产品,实现了农业增效,农民增收。目前,合浦豇豆产量大幅度提高,流通规模日渐扩大,但当地面临蔬菜批发市场及农产品流通市场基础设施建设严重滞后,导致豇豆农产品运销不畅,合浦豇豆营销受到了大幅度影响。本文研究内容是合浦县特色农产品豇豆营销渠道整合。本文根据国内外农产品营销渠道研究理论,针对合浦县特色农产品豇豆的特点,采用对比分析法、文献分析法、SWOT分析法、实证分析法等方法,对合浦县特色农产品豇豆的营销现状进行分析研究。同时,针对营销渠道中渠道成员中间利益分配不合理、渠道成员信任程度低、渠道冗长狭窄、渠道技术含量低、渠道成本高、渠道成员关系松散等问题进行深入分析,实现合浦县豇豆“多、快、好、省”的流通目标,从整合渠道成员、渠道结构、渠道成员关系、渠道物流、电子商务渠道等方面,提出了合浦县特色农产品豇豆营销渠道整合策略以及营销渠道整合策略实施保障措施,以期进一步丰富我国地域性特色农产品营销渠道整合理论研究,实现合浦特色农产品豇豆市场的高效营销,提高豇豆市场经济效益。
[Abstract]:In recent years, cowpea, as a fresh vegetable, has been widely planted and produced. Cowpea industry is an important economic income increasing industry of local agriculture in Hepu County. Good results have been achieved. The cowpea industry from small-scale cultivation to regionalization promotion, and become the Shanghai World Expo special agricultural products, achieve agricultural efficiency, farmers income. At present, Hepu cowpea production has increased significantly. The scale of circulation is expanding day by day, but the local vegetable wholesale market and the agricultural product circulation market infrastructure construction lags behind seriously, resulting in the cowpea agricultural products transport and sale is not smooth. Hepu cowpea marketing has been greatly affected. The research content of this paper is the marketing channel integration of special agricultural products in Hepu County. This paper based on the domestic and foreign agricultural marketing channel research theory. According to the characteristics of special agricultural product cowpea in Hepu County, the methods of comparative analysis, literature analysis, SWOT analysis and empirical analysis were used. At the same time, aiming at the unreasonable distribution of the benefit among the channel members, the trust degree of the channel members is low, and the channel is long and narrow. The channel technology content is low, the channel cost is high, the channel member relations are loose and so on, carries on the thorough analysis, realizes the Hepu county cowpea "many, fast, good, province" the circulation goal, from the integration channel member, the channel structure. In the aspects of channel member relationship, channel logistics, electronic commerce channel and so on, this paper puts forward the marketing channel integration strategy of characteristic agricultural products of Hepu county and the implementation of safeguard measures of marketing channel integration strategy. The aim is to further enrich the theoretical research on the marketing channel integration of regional agricultural products in China, realize the efficient marketing of the cowpea market in Hepu, and improve the economic benefits of the cowpea market.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7

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