长沙市农产品营销渠道生态系统协同评价研究

发布时间：2018-03-16 03:06

本文选题：长沙市　切入点：农产品　出处：《中南林业科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：湖南是一个农业大省,有着悠久的农耕文化。长沙作为湖南省省会城市,其农产品营销渠道的发展,直接关乎本省农业经济的发展和民生问题。但是,随着互联网经济的发展,农产品营销渠道所处的环境和管理任务均发生了变化,其传统的营销渠道模式已然不能满足市场的需求。改变传统的农产品营销渠道理念,采用现代化的渠道管理是农产品营销渠道焕发新生的出路。从生态学的角度研究农产品营销渠道,是一个全新的视角。把农产品营销渠道看成有生态系统特征的生物共同体,从生物演化角度来研究渠道,探讨农产品营销渠道协同发展的问题,有助于从系统与动态的角度研究农产品营销渠道的本质,从整体的角度指导农产品营销渠道协同发展。因而,从农产品营销渠道生态系统协同发展的角度探索长沙市农产品营销渠道发展之路,是振兴长沙市农产品经济的必然诉求。在此背景下,本文以长沙市农产品营销渠道作为研究对象,构建了长沙市农产品营销渠道生态系统协同水平评价体系。此体系包括目标层、准则层和指标层。其中,目标层为长沙市农产品营销渠道生态系统协同水平;准则层包括生产商因素、中间商因素、顾客因素、渠道因素、外部微观因素以及外部宏观环境因素6个维度的因素;指标层包括27个二级指标。本文采取多层次分析法和模糊综合评价法对长沙农产品营销渠道生态系统协同水平进行评价:首先,通过层次分析法明确各评价指标的权重;然后,按照各指标权重,利用模糊综合评价法实行评价分析,明确各指标因素的协同水平程度,进而明确此农产品营销渠道生态系统的协同水平。本文以长沙市新鲜水果市场为例进行实证研究。研究结果为:长沙市新鲜水果市场营销渠道生态系统协同水平评价值为0.3788,属于评价等级中“较低”的等级。其中,中间商因素、顾客因素的评价值分别为0.5173,0.4593属于评价等级中的“一般”,而生产商因素、外部微观因素、外部宏观因素的评价值分别为0.3683,0.2950,0.3249属于评价等级中的“较低”水平。渠道因素的评价值为0.1611,属于评价等级中的“很低”。这与长沙市新鲜水果市场营销渠道生态系统协同的现实情况是相符的,从而证明了本文构建的农产品营销渠道的生态系统协同水平评价体系具有一定的可操作性、有效性和合理性。
[Abstract]:Hunan is a large agricultural province with a long agricultural culture. As the capital city of Hunan Province, the development of marketing channels of agricultural products in Changsha has a direct bearing on the development of agricultural economy and people's livelihood of the province. However, with the development of the Internet economy, The environment and management tasks of the marketing channel of agricultural products have changed, and its traditional marketing channel mode can no longer meet the needs of the market. The adoption of modern channel management is a new way out for the marketing channel of agricultural products. It is a new perspective to study the marketing channel of agricultural products from the angle of ecology. The marketing channel of agricultural products is regarded as a biological community with the characteristics of ecosystem. To study the channel from the angle of biological evolution and to discuss the cooperative development of agricultural product marketing channel is helpful to study the essence of agricultural product marketing channel from the point of view of system and dynamic. Guiding the coordinated development of agricultural product marketing channel from the whole angle. Therefore, from the angle of coordinated development of agricultural product marketing channel ecosystem, this paper explores the road of Changsha agricultural product marketing channel development. It is the inevitable demand of revitalizing the agricultural products economy of Changsha. Under this background, this paper takes the marketing channel of Changsha agricultural products as the research object. The evaluation system of cooperative level of agricultural product marketing channel ecosystem in Changsha is constructed. This system includes target layer, criterion layer and index layer, among which, the target level is the coordination level of Changsha agricultural product marketing channel ecosystem. The criterion layer includes six dimensions: producer factor, intermediate factor, customer factor, channel factor, external micro factor and external macro environmental factor. The index layer includes 27 secondary indexes. This paper adopts multi-level analysis method and fuzzy comprehensive evaluation method to evaluate the coordination level of Changsha agricultural marketing channel ecosystem: firstly, the weight of each evaluation index is determined by AHP; then, According to the weight of each index, the fuzzy comprehensive evaluation method is used to carry out evaluation and analysis, and the degree of synergy of each index factor is determined. In this paper, we take Changsha fresh fruit market as an example to carry out empirical study. The results are as follows: Changsha fresh fruit marketing channel ecosystem synergy level. The evaluation value is 0.3788, which belongs to the "lower" grade in the evaluation grade. The evaluation value of middleman factor and customer factor are 0.5173 / 0.4593 respectively, which belong to "average" in the evaluation grade, while the producer factor and external microcosmic factor, The evaluation values of external macro factors were 0.3683 / 0.2950 / 0.3249 and 0.1611, respectively. The evaluation value of channel factors was 0.1611, which was "very low" in evaluation grade, which was similar to that of Changsha fresh fruit marketing channel ecosystem. The reality of synergy is consistent, Therefore, it is proved that the evaluation system of ecosystem coordination level of agricultural product marketing channel constructed in this paper has certain maneuverability, validity and rationality.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F323.7;F274

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