永州市农产品营销渠道优化研究

发布时间：2018-08-13 11:02

【摘要】：农产品营销渠道的改变与现代农业市场化程度的提高有着密不可分的关系,随着新市场经济形势的确立,传统的农产品营销渠道已不能满足它的发展。相对于其他产品的营销来说,市场营销对农产品的营销的要求更高一些,更严一些。就整个地区的经济发展来说,永州市的农业发展贡献斐然,不过我们也应该注意到发展中的一些不足,对永州市农业发展进入新台阶起到了制约作用。例如不平衡的农业发展形势,有待完善的农产品营销渠道,营销渠道终端模式缺乏多样性等等。针对这种情况,作者对此进行了深入研究,希望对永州市农产品的营销渠道的拓展有所帮助,延伸研究理论,使永州市农产品的营销渠道得以进一步的优化,进一步增强它的实践效果。本文的研究方法除了包括文献研究法和数据统计法,另外作者还采用了实地调查的方法等。本文一方面用规范性研究的方式研究农产品营销渠道的中上游主体,就永州市农产品营销渠道的现状进行了具体的分析,并找出了一些现实存在的问题,结合其自身情况,对农产品在国外已取得可喜成效的样例进行借鉴,进一步优化了永州市农产品的营销渠道；另一方面,实地调查并深入研究了农产品营销渠道的终端,对消费者个性特征进行优化分析,对农产品的购买场所进行实地考察,从而得出影响顾客选择农产品零售终端的各要素。从本文的研究来看,优化永州市农产品营销渠道的措施,首先应该明确各渠道主体,然后依据主体特征的不同,制定与之相适应的策略。一是要研究的入手点是渠道上游主体竞争力的提高,同时还包括渠道主体组织化程度的提高,具体实施方式为：对农业产业化战略的实施,逐步实现经营方式的一体化；另外还要对农业合作社进行进一步的完善,增加广大农户入社的积极性,让农业生产者有权利掌握农产品的分销环节。二要对农产品的批发市场进行完善,首先要保证发展规划的合理性,其次还要拓展农产品的分销渠道,升级改造农产品的批发市场,第三是对农产品营销渠道的终端建设进一步加强,这涉及超市和农贸市场两方面,最后要保证营销渠道的时代性,对网络营销进行进一步的优化。
[Abstract]:The change of marketing channels of agricultural products is closely related to the improvement of market-oriented degree of modern agriculture. With the establishment of the new market economy situation, the traditional marketing channels of agricultural products can no longer meet its development. Marketing requires higher and stricter marketing of agricultural products than other products. As far as the economic development of the whole region is concerned, the agricultural development of Yongzhou has made great contributions, but we should also pay attention to some deficiencies in the development, which has restricted the agricultural development of Yongzhou into a new stage. For example, the unbalanced situation of agricultural development, the need to improve the marketing channels of agricultural products, the lack of diversity of marketing channel terminal mode. In view of this situation, the author has carried on the thorough research to this, hoped to be helpful to the Yongzhou city agricultural product marketing channel expansion, the extension research theory, causes Yongzhou agricultural product marketing channel to be further optimized, Further enhance its practical effect. In addition to the methods of literature research and data statistics, the author also adopts the method of field investigation. On the one hand, this paper studies the main body of the marketing channel of agricultural products in the way of normative research, analyzes the current situation of the marketing channel of agricultural products in Yongzhou City, and finds out some problems existing in reality, combining with its own situation. Reference is made to the examples of agricultural products that have achieved gratifying results abroad, and the marketing channels of agricultural products in Yongzhou City are further optimized; on the other hand, the terminals of agricultural products marketing channels are investigated and thoroughly studied. The characteristics of consumers' personality are optimized and the purchase sites of agricultural products are investigated on the spot, and the factors that affect customers' choice of retail terminals of agricultural products are obtained. From the point of view of this paper, the measures to optimize the marketing channels of agricultural products in Yongzhou City should first make clear the main body of each channel, and then, according to the different characteristics of the main body, formulate corresponding strategies. First, the starting point to be studied is the improvement of the competitiveness of the upstream main body of the channel, as well as the improvement of the degree of organization of the channel subject. The specific implementation methods are as follows: the implementation of the agricultural industrialization strategy and the gradual realization of the integration of the management mode; In addition, agricultural cooperatives should be further improved to increase the enthusiasm of farmers to join the cooperative, so that agricultural producers have the right to master the distribution of agricultural products. Second, to perfect the wholesale market for agricultural products, first of all, to ensure the reasonableness of the development plan, second, to expand the distribution channels of agricultural products, and to upgrade and transform the wholesale market of agricultural products. The third is to further strengthen the terminal construction of marketing channels for agricultural products, which involves the supermarket and farmers' market. Finally, it is necessary to ensure the epoch of marketing channels and further optimize the network marketing.
【学位授予单位】：湖南农业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F323.7

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