有机蔬菜会员制模式发展研究

发布时间：2018-03-11 01:35

本文选题：有机蔬菜　切入点：会员制模式　出处：《山东农业大学》2015年硕士论文　论文类型：学位论文

【摘要】：有机蔬菜会员制模式作为一种新兴的有机蔬菜营销方式,旨在解决有机蔬菜营销过程中生产者与消费者信息不对称的问题。由于有机蔬菜会员制模式在我国起步较晚,所以现阶段学者对该模式的研究较少,且缺乏对整个运作流程的精细化研究。本研究选取当前发展有机蔬菜会员制模式有代表性的四个企业:多利农庄,嘉仕有机农庄,活力菜园,山合易有机农场进行分析研究。从该模式营销、生产、物流、会员服务四个环节进行细化,沿有机蔬菜会员制模式运作流程进行对比分析,包括营销环节(宣传方式、定价机制、成本结构、规模与收益),入会流程(入会意愿、入会条件、会员类型、权利与义务),生产环节(排产计划、产品供应、采摘包装),物流环节(物流方式、物流周期),会员服务(会员活动、配套服务、附属产品供应、投诉建议)得出了四个企业会员制模式整个运作流程中各环节的共性,从而发现有机蔬菜会员制模式发展的现状、存在的主要问题得出如下结论:有机蔬菜会员制模式在我国取得了一定的成效,特别在生产过程规范化、营销方式多样化、物流配送便捷化、会员服务人性化等方面发展较快。有机蔬菜会员制模式在各环节任然存在很多问题。营销层面,定价方式单一、宣传的的有效性较低、营销成本较高、品牌发展较慢;生产层面,农业ERP系统发展缓慢、GAP标准较低、生产技术缺乏科学性、排产计划标准性价低;物流层面,物流成本较高、物流时间较长;会员服务方面,规范性较差、会员活动缺乏组织性、配套服务有待完善。根据有机蔬菜会员制模式发展存在的一些列问题,在营销、生产、物流、会员服务四个环节提出了对策建议,汇总结果下:提高生产技术水平,完善生产管理系统;数量品牌发展理念,提高营销有效性;建立行业联盟,完善合作、监督机制。
[Abstract]:As a new organic vegetable marketing mode, organic vegetable membership system aims to solve the problem of asymmetric information between producers and consumers in the process of organic vegetable marketing. Therefore, there are few researches on this model, and no detailed research on the whole operation process. This study selects four representative enterprises developing organic vegetable membership system: Dolly Farm, Garth Organic Farm. Dynamic vegetable garden, Shan he Yi organic farm to carry on the analysis research. From this model marketing, production, logistics, member service four links to carry on the detailed analysis, along the organic vegetable membership system pattern operation flow carries on the contrast analysis. Including marketing links (publicity mode, pricing mechanism, cost structure, scale and revenue, membership process (membership intention, membership conditions, membership type, rights and obligations), production links (scheduling plan, product supply, etc.), Picking and packing, logistics link (logistics mode, logistics cycle, member service (member activity, supporting service, subsidiary product supply, complaint and suggestion)) have obtained the commonness of each link in the whole operation process of the four enterprise membership-system mode. The main problems in the development of organic vegetable membership system are as follows: organic vegetable membership model has achieved certain results in our country, especially in the standardization of production process and diversification of marketing methods. The organic vegetable membership model still has many problems in every link. The marketing level, the pricing method is single, the effectiveness of propaganda is lower, the marketing cost is higher, and so on, the logistics distribution is convenient, the member service is humanized and so on, the organic vegetable membership system still has many problems in every link. The slow development of brand, the slow development of agricultural ERP system, the low standard of gap, the lack of scientific production technology, the low standard price of scheduling, the high cost of logistics, the long time of logistics, and the service of members, The standard is poor, the member activity lacks organization, the supporting service needs to be perfected. According to some problems existing in the development of organic vegetable membership system, the countermeasures and suggestions are put forward in the four links of marketing, production, logistics and member service. The results are as follows: to improve the production technology and improve the production management system; to improve the concept of quantity brand development and marketing effectiveness; to establish an industry alliance; to improve cooperation and supervision mechanism.
【学位授予单位】：山东农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.13

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