湖南省农产品营销渠道管理研究

发布时间：2018-05-07 14:57

本文选题：湖南农产品 + 营销渠道　；参考：《湖南农业大学》2015年硕士论文

【摘要】：农产品营销渠道的管理目标视不同的农产品特性而异,农产品营销渠道管理的设计必须考虑不同型态的中间商机构的优缺点,且必须能随整体大环境的变动而加以调适。在农产品营销渠道设计与管理的过程中,必须考虑如下四大因素,包含市场变量、产品变量农产品公司变量以及及配销系统变量。作为农业大省的湖南省的农产品流通体系,与国家整体的农产品流通市场体系的发展历程一脉相承。在国家经济体制改革推进和推动农业发展的大背景下,湖南农产品市场流通体系的发展与改革经历了改革的初始阶段(1979-1983)、改革的展开阶段(1984-1988)、治理整顿阶段(1989-1991)、改革的深化发展阶段(1992年以后)四个阶段。当前,湖南省农产品企业还基于企业营销发展的模式构建了较为完善的渠道体系,主要包括：专业化农产品市场、农副产品批发市场、农副产品贸易中心、供销合作社、副食品综合商店、自选商场、城市个体市场、农村集市贸易等。湖南现阶段的农产品营销还基本上处于以生产为导向的营销阶段,其目的是如何使生产者的农产品传递到消费者或用户手中,是典型的生产—市场营销模式。这一渠道模式的结构不合理,存在流通环节过长的问题,从而使得渠道的运营效率低下；缺乏对渠道成员的有效管理,渠道关系不稳定；缺乏对营销渠道冲突的有效管理和控制。基于湖南省农产品营销渠道管理的现状和存在问题,结合国外农产品营销渠道先进管理经验对湖南省农产品营销渠道管理优化的借鉴价值,湖南省农产品营销渠道管理关系的优化包括四个层面：第一,推进湖南农产品营销渠道结构的优化升级；第二,基于客户分层,构建多元化的农产品产销通路；第三,以电子商务技术为核心,大力发展农产品的网络营销渠道；第四,加强农产品营销网络的产业链管理；第五,强化农产品营销的制度建设,提升组织管理能力。
[Abstract]:The management target of agricultural product marketing channel varies according to the characteristics of agricultural products. The design of agricultural product marketing channel management must consider the advantages and disadvantages of different types of middlemen, and must be adjusted with the change of the overall environment. In the process of marketing channel design and management of agricultural products, the following four factors must be considered, including market variable, product variable, agricultural product company variable and distribution system variable. As a big agricultural province, Hunan province's agricultural product circulation system is the same as the whole agricultural product circulation market system. In the context of the reform of the national economic system and the promotion of agricultural development, The development and reform of the circulation system of Hunan agricultural products market experienced four stages: the initial stage of reform, the stage of development of reform, the stage of reform from 1984 to 1988, the stage of management and rectification, and the stage of deepening development of reform (after 1992). At present, Hunan agricultural products enterprises have also constructed a relatively perfect channel system based on the mode of enterprise marketing development, mainly including specialized agricultural products market, agricultural and sideline products wholesale market, agricultural and sideline products trade center, supply and marketing cooperatives, Non-food comprehensive stores, optional shopping malls, urban individual markets, rural market trade and so on. At present, the marketing of agricultural products in Hunan is still in the stage of production-oriented marketing, the purpose of which is how to transfer the agricultural products of producers to the hands of consumers or users, which is a typical production-marketing model. The structure of the channel mode is unreasonable and the circulation link is too long, which makes the channel operation inefficient, lacking of effective management of the channel members, and the channel relationship is unstable. Lack of effective management and control of marketing channel conflicts. Based on the current situation and existing problems of agricultural product marketing channel management in Hunan Province, and combined with the advanced management experience of foreign agricultural product marketing channel, it can be used as a reference for the optimization of agricultural product marketing channel management in Hunan province. Hunan agricultural marketing channel management relationship optimization includes four levels: first, to promote the optimization and upgrading of Hunan agricultural marketing channel structure; second, based on customer stratification, the construction of diversified agricultural products production and marketing channels; third, Take electronic commerce technology as the core, vigorously develop the agricultural product network marketing channel; fourth, strengthen the agricultural product marketing network industry chain management; fifth, strengthen the agricultural product marketing system construction, enhance the organization management ability.
【学位授予单位】：湖南农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F323.7

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