黑龙江省农民专业合作社营销能力评价研究

发布时间：2018-09-10 14:43

【摘要】：改革开放以来,国家越来越重视农村经济发展。自“三农”问题提出后,我国的农村经济体制不断变革,各种新型农业经营主体如雨后春笋般不断涌现。农民专业合作社作为一种新型的农村经济组织形式,将分散和处于弱势地位的小农户集合在一起,实行统供统销,降低了农民交易成本;通过集体制定策略,共同面临市场风险,全面保证农民的利益。农民专业合作社的出现有效化解了“小农户”和“大市场”之间的冲突,成为了连接小农户和大市场之间的桥梁,它对于促进农村经济发展、提高农户收益、建设新型农村有显著性的作用,也是实现农业产业化一个非常重要的经营形态。所以,如何提高农民专业合作社的营销能力是其发展的必由之路,将成为合作社进一步拓展市场亟待解决的问题。黑龙江省是农业大省,耕地面积广阔,人均耕地面积占有量据全国首位,这对于发展农业有得天独厚的优势,这也为农民专业合作社的发展提供有力的支持。截止2014年底,黑龙江省农民专业合作社发展约达到7万户,越来越多的农民意识到合作社带来的优越性,能够有效解决市场竞争问题,开始自建、加入农民专业合作社。近几年来黑龙江省农民专业合作社的发展不论是数量上还是增长速度都呈上升趋势。虽然,农民专业合作社在不断进步,并且在农业经济中有着不可或缺的地位,可是,营销能力成为了农民专业合作社发展的短板,所以,提高其营销能力,为提升黑龙江省农村经济的可持续发展和增加农民收入有很重要的理论意义和现实意义。本文通过选取20家样本合作社对其营销能力进行调查,从资源能力、策略运用能力和市场竞争能力三个方面,构建农民专业合作社营销能力评价指标体系,通过对合作社进行实地调研和问卷调查获得有效的第一手数据,利用层次分析法根据专家打分计算得到各指标的权重值。通过对黑龙江省20家农民专业合作社营销能力进行评价分析,得到了黑龙江省农民专业合作社营销能力评价值低,这说明黑龙江省农民专业合作社整体营销能力不强。只有意识到合作社在面临营销方面的问题,为合作社制定正确的营销策略和加强营销理才能提高农民专业合作社的营销能力。本文认为为提高农民专业合作社的营销能力,下面几点可以作为参考建议:加强对合作社营销的政策支持、加大资金支持力度、拥有专才、打造专业型营销团队、创建自主品牌,加强广告宣传力度、选择多渠道进行产品营销、提高领导人文化素质、建立联合社、加强对合作社营销的政策支持、提高农民自身组织化程度。
[Abstract]:Since reform and opening up, the country pays more and more attention to the development of rural economy. Since the issue of "agriculture, countryside and farmers" has been put forward, the rural economic system in our country has been constantly changing, and various new agricultural management subjects have sprung up. As a new form of rural economic organization, farmers' specialized cooperatives bring together scattered and disadvantaged smallholder farmers to supply and sell in a unified way, thus reducing the transaction cost of farmers. Face market risk jointly, guarantee farmer's benefit in an all-round way. The emergence of farmers' specialized cooperatives has effectively resolved the conflict between "small farmers" and "large markets", and has become a bridge between small farmers and large markets, which can promote the development of rural economy and increase farmers' income. The construction of new rural areas plays a significant role and is also a very important management form to realize the industrialization of agriculture. Therefore, how to improve the marketing ability of farmers' professional cooperatives is the only way to its development, and will become a problem to be solved to further expand the market. Heilongjiang Province is a big agricultural province with vast cultivated land area and per capita cultivated land area according to the first in the country, which has a unique advantage for the development of agriculture, which also provides strong support for the development of farmers' specialized cooperatives. By the end of 2014, the number of farmers' specialized cooperatives in Heilongjiang Province has reached about 70,000 households. More and more farmers realize the superiority of cooperatives and can effectively solve the problem of market competition, start to build themselves and join farmers' specialized cooperatives. In recent years, the development of farmers' professional cooperatives in Heilongjiang Province is on the rise both in quantity and in growth rate. Although farmers' professional cooperatives are making progress and playing an indispensable role in the agricultural economy, marketing capability has become a short board for the development of farmers' professional cooperatives, so it is necessary to improve their marketing capabilities. In order to promote the sustainable development of rural economy and increase the income of farmers in Heilongjiang Province, it is of great theoretical and practical significance. In this paper, 20 sample cooperatives are selected to investigate their marketing ability, and the evaluation index system of farmers' professional cooperative's marketing ability is constructed from three aspects: resource ability, strategy application ability and market competition ability. Through the field investigation and questionnaire investigation to the cooperative, the effective first-hand data were obtained, and the weight value of each index was calculated by using the AHP method according to the expert score. Through the evaluation and analysis of the marketing ability of 20 farmers' specialized cooperatives in Heilongjiang Province, the evaluation value of the marketing ability of the farmers' specialized cooperatives in Heilongjiang Province is low, which shows that the overall marketing ability of the farmers' specialized cooperatives in Heilongjiang Province is not strong. Only by realizing that cooperatives are facing the problems of marketing, making correct marketing strategies for cooperatives and strengthening marketing principles can we improve the marketing ability of farmers' professional cooperatives. In order to improve the marketing ability of farmers' professional cooperatives, the following suggestions can be used as reference: strengthening the policy support for cooperative marketing, increasing financial support, having professionals, and building professional marketing teams. We should establish independent brands, strengthen advertising and propaganda, choose multiple channels to carry out product marketing, improve leaders' cultural quality, establish United societies, strengthen policy support for cooperative marketing, and improve farmers' own organizational degree.
【学位授予单位】：东北农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F321.42

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