中原粮棉油交易市场营销模式研究

发布时间：2018-04-25 04:13

本文选题：中原地区 + 农产品流通　；参考：《郑州大学》2015年硕士论文

【摘要】：粮棉油等农产品流通是关系国计民生的重要问题,农产品流通营销链衔接农民和消费者,农产品的丰收往往造成产地农产品的大量滞销,而同时销地农产品的价格却远远高于产地价格,这让我国目前出现了两难困境：一方面,农业比较收益持续下降；另一方面,农产品价格仍旧是百家之伤。防止谷贱伤农,同时又要防止米贵伤民,是一个重要问题,这也显露出需要尽快改进我国农产品流通模式的紧迫性,如何发展新型高效的农产品流通营销链模式是一个重要问题,关系农产品种植及价格的稳定。本文以中原粮棉油交易市场为例,研究中原地区农产品企业流通营销模式。首先,对中原粮棉油交易市场存在的宏观、微观环境进行探析,这种环境亟需一种新的交易模式的出现。其次,分析中原粮棉油交易市场营销模式现存的优势及在运行过程中出现的问题。最后,在借鉴国内外粮棉油交易营销模式运营经验的基础上,通过与金融机构的合作,为企业及会员单位创新融资方式以及粮棉油交易市场仓储物流信息创新及物流无缝对接等,对中原粮棉油交易市场的营销模式进行完善。通过一系列分析认为：交易市场可以作为当前农产品的流通营销主体,也是适合中原地区的一种流通营销模式,但是当前的交易市场已经不能适应当前快速发展的营销模式,应该对现有的交易市场流通营销进行改进升级：在借鉴国际成熟流通营销模式基础上,应倾向于建立一个能为客户提供信息、质检、交易、结算、运输等全程服务的平台；建立一个高起点、现代化、多功能、综合性、广辐射的交易市场,发展先进农产品现代物流配送中心,与现代商业业态实行联合,以扩大农产品的流通规模,减少流通环节,降低流通成本。应用合理的流通营销模式,改善现代新型交易市场。本文在国内、国际当前农产品流通营销状况的背景下,分析了中原粮棉油交易市场的现状及存在问题,通过对国际农产品流通营销模式的对比分析,找出适合中原地区农产品流通营销模式。针对本文的局限,最后提出了将来的研究方向。
[Abstract]:The circulation of agricultural products, such as grain, cotton, oil and other agricultural products, is an important issue related to the national economy and the people's livelihood. The distribution and marketing chain of agricultural products links farmers with consumers. At the same time, the price of local agricultural products is far higher than the price of origin, which makes our country face a dilemma at present: on the one hand, the comparative income of agriculture continues to decline; on the other hand, the price of agricultural products is still a hundred injuries. It is an important issue to prevent untouchable grain from hurting farmers and at the same time to prevent Migui from hurting people. This also reveals the urgency of the need to improve the circulation pattern of agricultural products in our country as soon as possible. How to develop a new and efficient marketing chain model of agricultural products circulation is an important issue, which is related to the stability of agricultural products planting and price. Taking the grain, cotton and oil market of Zhongyuan as an example, this paper studies the circulation marketing mode of agricultural products enterprises in Central Plains. Firstly, the macro and micro environment of grain, cotton and oil market in Zhongyuan is analyzed, which needs a new trading model. Secondly, the paper analyzes the existing advantages of grain, cotton and oil trading model and the problems in operation. Finally, on the basis of the experience of grain, cotton and oil trading and marketing mode at home and abroad, through the cooperation with financial institutions, The marketing mode of grain cotton oil trading market in Zhongyuan is perfected for the innovation of financing mode of enterprises and member units as well as the innovation of warehouse logistics information and seamless connection of logistics in grain cotton and oil trading market in Zhongyuan. Through a series of analyses, it is concluded that the trading market can be regarded as the main body of circulation marketing of current agricultural products, and it is also a kind of circulation marketing mode suitable for the Central Plains region, but the current trading market can no longer adapt to the current rapid development of the marketing model. On the basis of the international mature circulation marketing mode, we should establish a platform which can provide customers with information, quality inspection, transaction, settlement, transportation and so on. The existing market circulation marketing should be improved and upgraded: on the basis of international mature circulation marketing mode, we should establish a platform that can provide customers with information, quality inspection, transaction, settlement, transportation and so on; To establish a high starting point, modernization, multifunction, comprehensive and broad radiation trading market, to develop modern logistics and distribution centers for advanced agricultural products, and to combine them with modern commercial forms in order to expand the circulation scale of agricultural products and reduce circulation links, Reduce circulation costs. Apply reasonable circulation marketing mode to improve modern new trading market. Under the background of domestic and international current agricultural product circulation and marketing situation, this paper analyzes the current situation and existing problems of the grain cotton oil trading market in Zhongyuan, and through the comparative analysis of the international agricultural product circulation marketing model, To find out suitable for the circulation of agricultural products in the Central Plains marketing model. In view of the limitations of this paper, the future research direction is proposed.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.6

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