【作者】 杜岩；

【导师】 杨学成；

【作者基本信息】 山东农业大学 ， 农业经济管理， 2009， 博士

【摘要】 农产品营销渠道是指农产品及相关服务通过一系列相互依存的组织或个人从农产品生产者转移到消费者的途径、过程以及相互关系。农产品营销渠道的建设与管理是农产品流通的关键,关系到人民食品需求的满足、生活质量的改善。建立在卖方市场基础上的传统农产品营销渠道模式逐渐不能适应我国新的农产品营销环境,出现了一系列问题。我国多数农产品营销渠道高成本、低效率运行,阻碍了农产品从生产者向消费者的流转,抑制了消费者福利的最大化,严重制约了我国农业产业化的发展。如何优化和完善农产品营销渠道组织、结构和关系,使得我国农产品营销渠道畅通、高效,实现农产品从农户向消费者的快速流转,解决农产品滞销、卖难问题,是我国农产品营销渠道研究的重要领域。本研究试图在我国农产品的营销渠道优化方面做出探索性研究,以期能够对我国农产品营销渠道的效率提升有所帮助。本研究的基本思路是,在明晰农产品营销渠道相关概念的基础上,对国内外农产品营销渠道的研究进行综述与分析,系统归纳营销渠道优化的研究脉络,发现研究存在的不足。以交易费用理论、营销渠道理论、消费行为理论和博弈理论为理论工具,运用规范与实证研究方法,对农产品营销渠道的特征与优化的影响因素、国外农产品营销渠道运营实践与发展趋势、我国农产品营销渠道的现状与问题进行分析,进而探讨我国农产品营销渠道优化的基本目标与主要方向,并从三个重点领域分别论述如何优化我国的农产品营销渠道,即农产品营销渠道的组织优化、结构优化和关系优化。本研究的主要内容和观点是:(1)本研究认为影响农产品营销渠道优化的因素包括两个方面,一是宏观因素,包括宏观经济发展趋势因素、社会政治、文化、法律因素、市场与竞争因素、技术发展因素、利益和目标因素;二是微观因素,主要包括农产品自身属性因素和消费者对农产品消费行为选择因素。通过对济南市消费者农产品购买地点的调查分析显示,超市具有在产品、环境、服务等影响因素方面具较为明显的优势,是农产品零售终端发展的趋势。(2)剖析先进国家的农产品营销渠道运营实践,总结农产品营销渠道优化的三个明显的趋势,分别是:农产品营销渠道的高度组织化趋势,农产品营销渠道结构的扁平化、适度化和多元化趋势以及农产品营销渠道关系的合作化的趋势。(3)回顾了我国农产品流通体制的演进过程,以统计数据为基础分析了我国农产品交易市场的发展现状,重点研究我国农产品营销渠道主要类型,即以农产品运销为主的营销渠道、多层中间商分销的农产品营销渠道和“加工+销售”为主的农产品营销渠道三种类型。深入分析我国农产品营销渠道存在的问题,主要表现在农产品营销渠道组织化程度低、农产品营销渠道辐射能力较弱、农产品营销渠道内部关系不稳定、农产品营销渠道效率低下、农产品质量问题突出、农产品营销渠道中交易方式落后、农产品批发市场难以满足顾客需求和农产品营销渠道的管理滞后等。(4)本研究认为,我国农产品营销渠道优化应该实现五个方面的基本目标,即运行高效、渠道安全、产品质量、顾客满意以及渠道自身发展。要实现这五大目标,农产品营销渠道必须具备九个的优化方向,即农产品生产的标准化和规模化、营销渠道过程的信息化、农产品的品牌化、渠道主体的组织化、渠道模式的适度化、交易形式的规范化、批零市场的功能化、物流配送的高效化和渠道关系合作化等。从优化的重点领域看,我国农产品营销渠道的优化主要可以从三个方面进行,即营销渠道组织优化、营销渠道结构优化和营销渠道关系优化。农产品营销渠道组织是农产品营销渠道构成的基本单元,农产品营销渠道结构是营销渠道中组织的配置和构成,农产品营销渠道关系是营销渠道中组织之间的相互影响,三者相辅相成,互为一体,缺一不可。(5)从三个重点领域对我国农产品营销渠道进行优化。首先,对农产品营销渠道组织进行优化,以农民合作组织或农业龙头企业为农产品营销渠道组织主体,达到农产品营销渠道组织的规模化和规范化的最终目的;其次,对农产品营销渠道结构进行优化,具体是优化农产品营销渠道层级结构、宽度结构和广度结构,并且实现农民合作组织在农产品营销渠道生产环节、农产品批发市场在中间环节、连锁超市和生鲜超市在农产品零售终端三个环节运作机制的优化;最后,对农产品营销渠道关系进行优化,通过农产品营销渠道关系的博弈分析和权力结构分析,本研究认为,我国农产品营销渠道关系优化应该以合作双赢、价值链、承诺与信任为优化的基本理念,通过一体化和联盟两种模式进行关系优化。更多还原

【Abstract】 The marketing channel of agriculture products refers to the way, the process as well as the reciprocity by which the agricultural products and the related services are transferred from the agricultural product producers to consumers. The construction and management of the marketing channels of agriculture products, which connects producing and consuming, at the same time relates the contents to people’s need of food and the the improvement of life quality, is the key to the agricultural products circulation and the important link in the process of the entire society reproduces. The traditional pattern of agricultural products marketing channel based on seller’s market gradually cannot adapt to our country’s new circumstances of agricultural products marketing, then a series of problems are aroused in the marketing channel of agricultural products. The high cost, low efficiency movement of the most agricultural products in our country’s marketing channel hindered the agricultural products’circulation from producers to consumers, suppressed the maximization of consumers’welfare and seriously restricted the agriculture industrial production development in our country. How to optimize and consummate the organization, the structure and the relations of the marketing channel of agricultural products, to make our agricultural products marketing channel be unimpeded and highly effective, to realize the agricultural products’fast circulation from peasant household to consumers and to solve the unsalable problems are important domain of the research on our country’s marketing channel of agricultural products. This research attempts to make some exploring research on optimizing the marketing channel of agricultural products in our country to provide some help in promoting its efficiency.This research’s basic mentality is, on the basis of the related concepts of agricultural products marketing channel, to summerize and analyze the researches on domestic and foreign agricultural products marketing channel, to induce systematically the research vein in optimizing the marketing channel and to discover the insufficiency in research. Taking the transaction cost theory, the marketing channel theory, the consumer behavior theory and the gambling theory as the theory tools, utilizating the methods of standard research and empirical study, this research analyzes the influential factors of the general characteristic and optimization in agricultural products marketing channel, the operation practice and the trend of development of overseas agricultural products marketing channel, the present situation and the problems of agricultural products marketing channel in our country, then discusses the elementary object and the main direction of optimizing our country’s agricultural products marketing channel, and separately elaborates how to optimize our country’s agricultural products marketing channel from three key fields, namely the organization optimization, the structure optimization and the relational optimization in marketing channel of agricultural products.This research’s primary coverage and the viewpoint are:(1) This research concerns that there are two aspects that influence the optimization of agricultural products marketing channel; first, macroscopic factor, including macro economic development trend, social politics, culture, legal factor, market and competition, technological development, benefit and goal factor; Second, the microscopic factor, mainly including agricultural products’own attribute factor and consumers’consuming behavior choice factor to the agricultural products. The survey on the agricultural products purchase places in Jinan consumers demonstrates that the supermarkets have a more obvious superiority in those influencing factor aspects such as products, environment and service, and have the tendency to play the role as the terminal of the agricultural products retails.(2) After analyzing the operation practice of the agricultural products marketing channels in advanced countries, this research summarizes three obvious optimizing tendencies which the agricultural products marketing channel has: the tendency of agricultural products marketing channel’s highly organization, the tendency of structure’s flattening, moderate and multiplex in agricultural products marketing channel and the tendency of cooperation in the relationship of agricultural products marketing channel.(3) This research reviewed the evolution process of agricultural products circulation system in our country, analyzed the present development situation of agricultural products trading market on the basis of the statistical data and the predominant types of agricultural products marketing channel in our country, namely marketing channel mainly by agricultural products transportation and sale, the agricultural products marketing channel with several middle retails and the agricultural products marketing channel primarily with“processing + sale”pattern. Several problems exist in our country’s agricultural products marketing channel such as in the organization degree of agricultural product marketing channel is low, agricultural products marketing channel emissivity is weak, the agricultural products marketing channel internal relations are unstable, the agricultural products marketing channel efficiency is inferior, the agricultural products quality is bad, the trading mode in agricultural products marketing channel is backwards, the agricultural products wholesale market cannot meet customers’need and the management of agricultural products marketing channel lag with difficulty and so on.(4) This research believed that five elementary objects should be achieved in optimizing our country’s agricultural products marketing channel, namely the highly effective movement, channel security, product quality, customer satisfaction as well as the channel’s self-development. To achieve these five goals, the agricultural products marketing channel must have nine optimized directions; they are standardization and formalization of agricultural production, informationization of marketing channel process, brand of agricultural products, organization of channel, moderation of channel pattern, standardization of transaction form, functionalization of wholesale and retail markets, high effeciency of physical distribution allocation, cooperation of channel system relations and so on. From the point of the key field of optimization, agricultural products marketing channel’s optimization in our country may be carried on from three aspects, namely the optimization of marketing channel organization, the optimization of the marketing channel structure and the optimization of marketing channel relations. Agricultural products marketing channel organization is the elemental unit which constitutes the agricultural products marketing channel; agricultural products marketing channel structure is the disposition and the constitution in the marketing channel; agricultural product marketing channel relations are the mutual influences in the marketing channel organizations, and they are complementary, mutual one to another and indispensable.(5) The optimization of our country’s agricultural products marketing channel should be carried on from three key fields. First of all, to optimize the agricultural products marketing channel organization, taking farmers’cooperative organization or the leading agriculture enterprises as the agricultural products marketing channel organization main body, to achieve the final goal of the formalization the standardization of the agricultural products marketing channel organization; Next, to optimize the agricultural products marketing channel structure, specifically to optimize the agricultural products marketing channel’s level structure, width structure and breadth structure, at the same time to help farmers’cooperative organization realize the optimization of the production link in agricultural products marketing channel, wholesale market middle link of agricultural products, terminal retails of agricultural products in chain-like supermarkets and fresh supermarkets; Finally, to optimize the agricultural products marketing channel relations; after the gambling analysis of agricultural products marketing channel relations and the structure analysis of the power of agricultural products marketing channel, this research believed that the optimization of our country’s agricultural products marketing channel relations should take the win-win cooperation, the value chain, the pledge-and-trust as the basic idea, and realize the relational optimization through the two patterns of integration and alliance.更多还原