绥宁县林产品营销渠道联盟策略研究

发布时间：2018-04-03 05:38

本文选题：绥宁县　切入点：林产品　出处：《中南林业科技大学》2015年硕士论文

【摘要】：随着我国社会主义市场经济的不断发展,以及伴随着林产品市场营销理论和实践的发展,林产品营销渠道联盟日益引起了理论界的关注。成立林产品营销渠道联盟现已成为林产品营销的一个重要手段和发展方向。由于林产品营销渠道联盟是一种新的营销思想与经营模式,其成员在营销经营的灵活性、自主性、经济效益等方面的协调与默契相比其他的营销模式具有更大的优势。由以营销渠道联盟从战略角度和技术层面都可以给相关合作方带来更为巨大的收益,并且能够使相关合作方在市场竞争中的竞争力得到较大提升,同时,使相关合作方的联盟关系也能够得以进一步巩固与增强。此外,现有营销渠道联盟的实践也证明通过这一新型营销渠道模式的创新能够在较大程度上提高相关合作方的管理水平以及营运效率。在当前现实情况下,绥宁县作为湖南省的一个山区林业大县,在一定程度上已具备发展林产品营销渠道联盟的现实资源条件、政策保障和技术支持。但由于目前绥宁县林产品营销渠道方面还存在着营销主体组织化程度低、渠道主体之间利益分配机制不完善、市场信息缺乏共享、信任机制缺乏等原因,导致其林产品在流通中还没有形成集约化、联盟化的渠道链条,并由此造成渠道成员之间合作水平偏低,渠道关系不稳定,流通效率低等问题。因此,本文在对林产品营销渠道联盟进行一般理论分析的基础上,结合绥宁县林产品营销的实际情况,系统分析绥宁县林产品营销渠道联盟的必要性和可行性,并针对性地提出相关对策与建议,以求切实推进绥宁县林产品营销渠道联盟的建设问题,助推绥宁县林业生产的长远发展。
[Abstract]:With the development of socialist market economy and the development of marketing theory and practice of forest products, the marketing channel alliance of forest products has attracted more and more attention.The establishment of marketing channel alliance of forest products has become an important means and development direction of forest product marketing.As the marketing channel alliance of forest products is a new marketing thought and management mode, its members have more advantages than other marketing models in terms of flexibility, autonomy, economic benefit and so on.From the strategic and technical aspects, the alliance of marketing channels can bring greater benefits to the relevant partners, and can make the competition of the relevant partners in the market competition to be greatly enhanced, at the same time,So that the alliance of relevant partners can also be further consolidated and strengthened.In addition, the practice of the existing marketing channel alliance also proves that the innovation of this new marketing channel model can improve the management level and operation efficiency of the relevant partners to a large extent.In the present situation, Suining County, as a big forestry county in Hunan Province, has, to some extent, possessed the realistic resource conditions, policy guarantee and technical support for developing the marketing channel alliance of forest products.However, in the marketing channel of forest products in Suining County, there are still some reasons, such as low degree of organization of marketing subject, imperfect mechanism of benefit distribution between the main marketing channels, lack of sharing of market information, lack of trust mechanism, etc.As a result, there is no intensive and alliance channel chain in the circulation of forest products, which leads to the low level of cooperation among channel members, unstable channel relationship, low circulation efficiency and so on.Therefore, based on the general theoretical analysis of the marketing channel alliance of forest products, combined with the actual situation of the marketing of forest products in Suining County, this paper systematically analyzes the necessity and feasibility of the marketing channel alliance of forest products in Suining County.In order to promote the construction of marketing channel alliance of forest products in Suining county and promote the long-term development of forestry production in Suining county, the paper puts forward some relevant countermeasures and suggestions.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.2

【引证文献】