农产品合作营销及影响因素研究

发布时间：2018-09-15 06:03

【摘要】：我国作为农业大国,农产品的销售一直是政府、企业以及农民们共同关注的重点。进入新世纪,面对经济全球化的浪潮和入世后的国际国内的新形势,千家万户的小生产与千变万化的大市场对接难的问题日益突现。我国目前出现农产品国际营销发展受阻、产品附加值低以及国内市场营销体系相对混乱的局面,究其重要原因是目前我国的农产品生产和经营者驾御市场的能力弱,农产品营销的企业化主体缺乏较强综合实力。国外农村合作实践的经验充分证明,合作营销在农产品流通中占有绝对优势。我国理论界虽提出了“龙头企业+农户”等合作方式,但仍面临合作效果差、许多合作流于形式的局面。本文通过深入的理论梳理并结合实际,阐述了农产品领域如何开展合作营销；通过对108家农产品经营企业、个体、农户的实证调查,探究影响农产品合作营销的因素,进而为我国农业企业进行合作营销提供科学依据。具体内容如下：第一部分主要介绍了研究背景、意义和研究思路,同时介绍了文章的创新点。第二部分对合作营销及影响因素、农产品领域的合作行为及影响因素两个方面的文献进行了梳理,了解到农产品合作营销领域的研究现状与不足,为本文的后续研究提供了切入点。第三部分主要基于4P理论,从产品、价格、渠道、促销四个方面阐述了农产品合作营销的主要内容,并为下文的模型构建奠定了基础。第四部分在前文研究的基础上,提出了本文的理论假设并建构了农产品合作营销影响因素模型。第五部分主要对问卷调查所获取的数据进行统计分析,运用信度效度分析、方差分析、相关分析和回归分析的方法对假设进行验证。第六部分主要对第五部分统计分析的结果进行了汇总,并根据影响合作营销的主要因素提出了具有操作性的管理建议。本文得出的结论是：组织特征、管理特征、产品特征和区域特征均对农产品领域的合作营销有重要影响,其中产品特征对合作营销的影响最为显著；从各个维度的变量来看,农产品的生长周期和区域的文化接近度两个变量对农产品合作营销具有影响的假设没有得到验证；资源基础、合作经历、伙伴匹配度、管理者洞察力、管理者信誉五个变量对农产品合作营销具有影响的假设是不完全支持。根据结论,本文提出了四点建议：1.培育农产品生产经营者的合作理念,提升管理者的综合素质；2.结合企业特征与所处的区域环境,制定长远的合作营销战略；3.根据农产品特点,选择合适的合作营销方式；4.政府部门助推合作营销的开展,带动区域经济的发展。
[Abstract]:As a large agricultural country, the sale of agricultural products has been the focus of government, enterprises and farmers. In the new century, in the face of the tide of economic globalization and the new international and domestic situation after China's entry into the WTO, the problem of small production of thousands of households and the difficulty of docking with the ever-changing large market is emerging day by day. At present, the development of international marketing of agricultural products in China is blocked, the added value of products is low and the domestic marketing system is relatively chaotic. The main reason is that the ability of agricultural products production and operators to control the market is weak. The main body of agribusiness marketing lacks strong comprehensive strength. The experience of foreign rural cooperative practice fully proves that cooperative marketing has an absolute advantage in the circulation of agricultural products. Although the theorists of our country have put forward the cooperation methods such as "leading enterprise peasant household", they are still faced with the situation of poor cooperation effect, and many cooperation is just a formality. This paper expounds how to carry out cooperative marketing in the field of agricultural products through deep theory combing and combining with practice, and probes into the factors influencing cooperative marketing of agricultural products through the empirical investigation of 108 agricultural products management enterprises, individuals and farmers. And then provide scientific basis for cooperative marketing of agricultural enterprises in our country. The main contents are as follows: the first part mainly introduces the research background, significance and research ideas, and introduces the innovation of the article. The second part of the cooperative marketing and its influencing factors, cooperative behavior in the field of agricultural products and the impact of two aspects of literature, understand the agricultural product cooperative marketing research status and deficiencies. It provides a breakthrough point for the further study of this paper. The third part mainly based on 4P theory, from the product, price, channel, promotion four aspects of the main content of cooperative marketing of agricultural products, and laid a foundation for the following model. On the basis of the previous research, the fourth part puts forward the theoretical hypothesis of this paper and constructs a model of factors affecting cooperative marketing of agricultural products. The fifth part mainly carries on the statistical analysis to the questionnaire survey data obtains, uses the reliability validity analysis, the variance analysis, the correlation analysis and the regression analysis method carries on the confirmation to the hypothesis. The sixth part summarizes the results of the fifth part of the statistical analysis and puts forward operational management suggestions according to the main factors affecting cooperative marketing. The conclusions of this paper are as follows: organizational characteristics, management characteristics, product characteristics and regional characteristics all have an important impact on cooperative marketing in the field of agricultural products, among which product characteristics have the most significant impact on cooperative marketing. The hypothesis that the growth cycle of agricultural products and the cultural proximity of the region have influence on cooperative marketing of agricultural products has not been verified; the resource base, the experience of cooperation, the degree of partner matching, and the manager's insight. The assumption that the five variables of management reputation have influence on cooperative marketing of agricultural products is not fully supported. According to the conclusion, this paper puts forward four suggestions: 1. Cultivate the cooperative idea of agricultural product production operator, improve the comprehensive quality of manager 2. Combined with enterprise characteristics and the regional environment, develop a long-term cooperative marketing strategy. According to the characteristics of agricultural products, choose the appropriate cooperative marketing mode. Government departments promote the development of cooperative marketing, driving the development of regional economy.
【学位授予单位】：浙江师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F323.7;F274

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