福建省农民专业合作社营销能力研究

发布时间：2018-06-03 11:40

本文选题：层次分析法 + 营销能力　；参考：《福建农林大学》2017年硕士论文

【摘要】：农民专业合作社作为发展现代农业的重要组织保障,在提高农民组织化程度、有效对接"小农户"与"大市场"、增加农民收入及建设社会主义新农村等方面发挥了重要的作用。截止到2015年年底,福建省农民专业合作社数量达到2.9万家,省级规范社超过3000家,省级示范社650家。福建省的农民专业合作社经过多年发展,目前在组织规模和带动农户等方面取得了较大的进步。农民专业合作社作为现代农业的经营组织在引领农民参与市场竞争和农产品销售的道路上越发壮大,但是目前农产品销售难,农民增收难、农民专业合作社营销困难等问题仍然是摆在现代农业发展的巨大障碍,因此,对于福建省农民专业合作社的营销能力的研究就显得势在必行。近几年,国务院、党中央以及地方政府对于"三民"问题高度重视,尤其是民生问题。而农民增收问题更是重中之重。在2017年国家颁布的一号文件中,尤其提到农业供给侧改革的发展方向,其改革的核心便是何如让农产品包括质量数量方面能够符合消费者的需求,实现生产和消费的无缝对接。农民作为市场运行中的弱势群体,难以应对激烈的市场竞争,造成农产品销售难,农民收入低等问题。农民专业合作社通过集体合作的方式,提高生产组织化程度,开展产前、产中、产后服务,以市场为向导,及时提供市场信息,引导农民生产适销对路的产品,提高经济效益,带领农民致富。所以,农民专业合作社的营销能力的现状如何,存在着哪些问题,针对问题提出哪些合理建议成为目前的重要问题。本研究以合作经济理论、市场营销理论、利益相关理论和交易成本理论作为理论基础,从资源运用能力、策略使用能力和市场竞争能力三个方面出发,构建适合福建省农民专业合作社营销能力的指标评价体系,通过层次分析法探讨以上的问题,不仅可以丰富已有的研究成果,更重要的是能够为福建省农民专业合作社营销存在的问题提供建议和改进措施,因此,具有重要的理论意义和现实意义。本文主要围绕以下五部分进行,第一部分是引言部分以及研究背景、目的和意义还有文献综述以及研究方法和技术路线;第二部分是相关概念的界定和理论基础;第三部分是福建省农民专业合作社发展现状以及存在的问题,主要利用资料和调查数据对其进行分析;第四部分是构建评价指标,通过结合已有的研究,构建一级指标4个,二级指标24个对福建省农民专业合作社营销能力进行实证分析;第六部分是通过研究的结果对存在的问题提出相关的建议。
[Abstract]:As an important organizational guarantee for the development of modern agriculture, farmers' specialized cooperatives play an important role in improving farmers' organizational degree, effectively connecting "small farmers" with "big markets", increasing farmers' income and building new socialist countryside. By the end of 2015, the number of farmers' professional cooperatives in Fujian Province has reached 29000, more than 3000 provincial standard cooperatives and 650 provincial model cooperatives. After years of development, the farmers' specialized cooperatives in Fujian Province have made great progress in organizing scale and driving farmers. As the management organization of modern agriculture, the farmers' specialized cooperatives are becoming stronger and stronger on the road of leading farmers to participate in market competition and agricultural products sales. However, at present, it is difficult for farmers to sell agricultural products and increase their income. The marketing difficulty of farmers' specialized cooperatives is still a great obstacle to the development of modern agriculture. Therefore, it is imperative to study the marketing ability of farmers' specialized cooperatives in Fujian Province. In recent years, the State Council, the Party Central Committee and local governments have attached great importance to the issue of the three people, especially the livelihood of the people. The problem of increasing farmers' income is a top priority. In the document No. 1 issued by the government in 2017, the development direction of agricultural supply-side reform is mentioned in particular. The core of the reform is that He Ru enables agricultural products, including quality and quantity, to meet the needs of consumers and realize seamless integration of production and consumption. As a weak group in the market operation, farmers are difficult to cope with the fierce market competition, resulting in difficult sales of agricultural products, low income of farmers, and so on. Farmers' specialized cooperatives, through collective cooperation, improve the degree of organization of production, carry out pre-natal, in-production and post-natal services, take the market as a guide, provide timely market information, guide farmers to produce marketable products, and improve economic efficiency. Lead farmers to become rich. So, what is the current situation of farmers' professional cooperative's marketing ability, what problems exist, and what reasonable suggestions are put forward in view of the problems become the important problems at present. Based on the cooperative economy theory, marketing theory, interest correlation theory and transaction cost theory, this study starts from three aspects: the ability to use resources, the ability to use strategies and the ability to compete in the market. Constructing an index evaluation system suitable for the marketing ability of farmers' professional cooperatives in Fujian Province and discussing the above problems through AHP can not only enrich the existing research results. More importantly, it can provide suggestions and improvement measures for the problems existing in the marketing of farmers' professional cooperatives in Fujian Province, so it has important theoretical and practical significance. The first part is the introduction part, the research background, the purpose and significance, the literature review, the research method and the technical route, the second part is the related concept definition and the theory foundation; The third part is the current situation and existing problems of farmer cooperatives in Fujian Province, mainly using data and investigation data to analyze them; the fourth part is to build evaluation indicators, through the combination of existing research, construct four first-level indicators. The second level index 24 carries on the empirical analysis to Fujian Province farmer specialized cooperative marketing ability; the sixth part is through the research result to put forward the related suggestion to the existence question.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F321.42;F274

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