【作者】 杜志勇；

【导师】 赵凯；

【作者基本信息】 西北农林科技大学 ， 农村与区域发展， 2011， 硕士

【摘要】 近几年,青州的蔬菜种植业迅猛发展,蔬菜成为了当地的重要经济作物。蔬菜种植是当地农民脱贫致富的重要途径,也是促使当地经济持续、健康、快速发展的重要力量。然而,青州市蔬菜产业在生产营销中存在的诸多问题,阻碍了青州市蔬菜产业的进一步发展。具体表现在:第一,生产布局与产业结构不合理;第二,营销理念陈旧,营销模式落后;第三,营销渠道过长,物流成本偏高;第四,蔬菜营销技术要求低,渠道参与成员过多;第五,龙头企业竞争力不强,产业带动效果差;第六,信息不灵。因此,本文的研究目的是通过对青州市蔬菜营销渠道的现状及存在问题的分析,依据蔬菜的自身特点和消费者的需求,遵循实效原则、经济原则、竞争原则与消费者满意原则,运用现代整合营销理论,对青州市蔬菜营销渠道进行优化整合,提出了青州市蔬菜营销渠道整合的框架,形成零层渠道、一层渠道、二层渠道相结合,短渠道、宽渠道、密集渠道和多样性渠道并存的营销渠道。并提出了促进青州市蔬菜营销渠道整合,发展青州市蔬菜产业的几点设想:第一,优化蔬菜生产布局,调整蔬菜产业结构。发展青州蔬菜产业,不仅必须根据市场需求,而且必须因地制宜,充分考虑当地的自然条件与经济条件。在确立最优的蔬菜生产布局的同时要对青州市现有菜区品种结构进行调整,扩大品牌蔬菜基地规模。第二,扶持发展农业专业合作社,促进青州市蔬菜产业发展。把处于松散状态的农户组织起来,成立农业专业合作组织,开展精细化、集约化、规模化的生产经营,不但有利于促进现代农业生产发展、促进农民共同富裕,而且能够提高涉农项目效益和改善农村社会管理。第三,创新蔬菜产业营销理念,提升龙头企业竞争力。建立“以需定产”的现代市场营销理念,按照市场需求建立“产供销”三位一体的蔬菜产业营销模式;提升集生产、加工、销售为一体的蔬菜龙头企业的经济实力、发展规模和行业竞争力,促进蔬菜产业的发展。第四,加快蔬菜营销渠道建设,服务青州市蔬菜产业发展。发展蔬菜产业的重要环节是积极开拓蔬菜市场建设,保障流通渠道通畅。因此,要根据青州市蔬菜产业的发展状况,加快蔬菜营销渠道的硬件和软件建设,为青州市蔬菜产业的发展奠定基础。第五,建立蔬菜产业的技术支持体系,提升青州市产业技术水平。在现代农业的发展中,科学技术的作用越来越重要。要建立青州市蔬菜产业的技术支持体系,必须多措并举,积极开展新品种、新技术、新工艺、新理念的研究、推广与应用,全面提升青州市蔬菜产业的技术水平。第六,加快蔬菜产业信息网络建设,服务青州市蔬菜产业发展。随着社会的进步、市场经济的发展,信息的作用越来越重要。要加快青州市蔬菜产业信息网络的建设,尽快完善和发展青州市蔬菜信息网络,在青州市建立全方位、立体化的信息网络体系,服务于蔬菜的营销,促进青州市蔬菜产业的发展。更多还原

【Abstract】 In recent years, the vegetable growing of Qingzhou has been developing rapidly and vegetables have become our city’s important economic crop. Developing vegetable industry is a vital way for farmers to get rid of poverty and become better off,which also contributes to keeping the local economy developing sustainably,healthily and quickly. However,there remain many problems in vegetable production and marketing at present. Firstly,the production distribution and industrial structure are not reasonable. Secondly,the sales ideas and manners are backward. Thirdly, the sales channel is too long and the the cost of logistics is too high. Fourthly, the sales channel is not skillful and there are too many participants. Fifthly,the top enterprises are not competitive and powerful. Finally, the farmers have no quick access to information.These problems are stopping the vegetable industry of Qingzhou well developing,so we have to research into the integration of sales marketing channels.In the paper,the present sales condition and manners of Qingzhou vegetable are deeply analyzed.In order to integrate the vegetable sales channels,the vegetable characters should be considered and the customers’demands should be met.Only in conformity with the principles of real efficiency,economy,competition and customers’satisfaction can we optimize the vegetable sales channels.It is best to combine zero-layer channel,one-layer channel with two-layer channel and make the channels short,broad,concentrated or multiple. Based on the analysis about the influential factors of choosing vegetable marketing channels,I suppose we can integrate the marketing channels in the following ways.First,we ought to optimize the production distribution and industrial structure.The best production distribution should be decided by the local natural and economic condition as well as the market demands;Also, the vegetable breed structure should be adjusted to enlarge the brand vegetable base.Second,we ought to be active in developing agricultural professional cooperative.The loose farmers are organized to form cooperatives so as to operate meticulously,intensively and have a large scale,which can promote the current agricultural development,make the farmers better off together and improve the rural management. Third,we ought to bring forth new sales ideas and strengthen the competitive ability of the top enterprises.According to the market demands,the combination of production,supply and sales is to be set up;The economic power,scale and competitive ability of top enterprises should be improved in order to promote the vegetable industy development.Fourth,we ought to enhance the building of vegetable marketing channels to serve the vegetable industy development.The key sector is to extend market and get smooth marketing channels.Thus,we should speed up the software and hardware building of vegetable marketing channels to lay foundation for vegetable industry development.Fifth,we ought to improve the skills of Qingzhou vegetable industy.In modern agriculture,the scientific technology is becoming more and more important.Improving vegetable quality,developing organic vegetable,making use of new technology and many other things all depend on technology.So we should take measures to set up technological supporting system to improve the technological level of vegetable industyFinally,we ought to pick up the speed of building information network to serve the development of vegetable industy.The collection,analysis and the use of the information has also been becoming more and more important for economic development.Therefore,the perfect,all-sided and three-dimensional vegetable industy information network system should be founded to serve the sales and development of Qingzhou vegetable.更多还原