农民专业合作社营销渠道模式研究

发布时间：2018-08-15 16:34

【摘要】：农民专业合作社作为一种新型的组织形式,日益成为主要的涉农经济主体形式,但目前农民合作社各自的经营状况却参差不齐。对于以相对同质化的农产品为主要产品的合作社,如何选择合适的营销渠道模式,提高农民专业合作社营销渠道管理能力值得研究,近些年合作社营销渠道理论引起了国内外学者的重视,但目前,相关研究还处于起步阶段。本文的研究主题是合作社营销渠道模式,通过对国内外相关文献的阅读,同时进行了仔细梳理,归纳出了农民专业合作社营销渠道模式的共同特征并针对合作社发展的不同历程梳理出渠道模式构建的不同模式。研究结果主要如下:1.通过案例分析的研究,归纳出农民专业合作社营销渠道模式的影响要素主要由渠道层级、渠道行为、渠道关系这三个层面共同影响。其中渠道层级中主要包括层级长度、层级宽度、层级广度和层级柔性这四个维度;渠道行为主要包括权力分配和冲突控制这两个维度;渠道关系包括了信息传递、成员关系和组织氛围三个维度。2.通过多案例研究对比研究,发现农民专业合作社营销渠道模式中层级结构以扁平化为主,长度较短且宽度较宽,同时渠道模式的灵活性非常出色,依然保持了渠道切换的通道;合作社拥有较强的议价能力同时充分利用规范的合同等手段来防范及控制渠道中的潜在风险;合作社极度重视信息传递,对于渠道关系合作社有着积极的态度并且认为这是自己能够依靠的资源,合作社也愿意牺牲部分利润来获得长期稳定的合作机会。3.通过多案例深入研究,发现合作社在成长过程中通常经历了三个阶段,第一个阶段称之为初创期,随后合作社进入第二阶段成长期,随之合作社的继续成长,合作社进入第三阶段成熟期,不同阶段的合作社营销模式有着其特有的建设过程,合作社营销渠道的建设也是一个逐渐完善和适应的过程。最后,笔者针对性的给出了相应的对策和建议,同时对于本文中讨论的主题的局限性做出了一些说明,也对文章未来的潜在研究方向做出了一些展望。
[Abstract]:As a new type of organization, farmers' specialized cooperatives have become the main form of agricultural economy, but their respective operating conditions are not uniform at present. For cooperatives with relatively homogeneous agricultural products as their main products, how to choose the appropriate marketing channel mode and improve the management ability of farmers' specialized cooperative marketing channels is worth studying. In recent years, cooperative marketing channel theory has attracted the attention of scholars at home and abroad, but at present, the relevant research is still in its infancy. The research theme of this paper is the cooperative marketing channel model, through the reading of the relevant literature at home and abroad, at the same time carefully combing, This paper sums up the common characteristics of the marketing channel mode of farmers' specialized cooperative and combs out different models of channel mode construction according to the different course of cooperative development. The main results are as follows: 1. Through the case study, this paper concludes that the influencing factors of the marketing channel mode of farmers' professional cooperative are mainly influenced by channel level, channel behavior and channel relationship. Among them, channel level mainly includes four dimensions: length, width, breadth and flexibility; channel behavior includes power distribution and conflict control; channel relationship includes information transmission. Membership and organizational climate. 2. 2. Through the comparative study of multi-case study, it is found that the hierarchical structure in the marketing channel mode of farmers' professional cooperative is flat, short in length and wide in width, and the flexibility of the channel mode is excellent, and the channel switching channel is still maintained. Cooperatives have strong bargaining power and make full use of standardized contracts and other means to prevent and control potential risks in the channels; cooperatives attach great importance to the transmission of information, The cooperative has a positive attitude towards the channel relationship cooperative and believes that it is a resource on which it can rely, and the cooperative is willing to sacrifice part of its profits to obtain long-term and stable cooperation opportunities. Through multi-case in-depth study, it is found that cooperatives usually go through three stages in the process of growth, the first stage is called the initial stage, and then the cooperative enters the second stage of growth period, and then the cooperative continues to grow. Cooperatives enter the third stage of maturity, different stages of cooperative marketing mode has its unique construction process, cooperative marketing channel construction is also a gradual improvement and adaptation process. Finally, the author gives the corresponding countermeasures and suggestions, at the same time, the limitations of the theme discussed in this paper are explained, and the potential research direction in the future is also prospected.
【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F321.42

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