【作者】 龚映清；

【导师】 柳思维； 王启云；

【作者基本信息】 湘潭大学 ， 产业经济学， 2008， 硕士

【摘要】 农村消费市场是我国最大、最具潜力的市场。繁荣农村消费市场,对于促进农民增收、引导农村消费、保持农业和农村经济稳定发展具有重要意义,是推进社会主义新农村建设的重要内容。然而,现阶段,我国农村消费市场开拓遇到了困境,这些困境在市场上表现为有效需求和有效供给不足。为增加有效供给和有效需求,解决农村消费市场开拓问题,本文尝试从流通网络组织角度来进行分析。通过对流通网络组织理论和国内外成功开拓农村消费市场案例的分析,本文认为流通网络组织是农村消费市场开拓的有效组织形式。鉴于此,本文构建了基于流通网络组织的农村消费市场开拓模式。该模式显示:一方面,农民可以通过流通网络组织增加农产品销售率和销售额,提高农民收入,从而扩大农村消费市场有效需求;另一方面,生产企业可以通过流通网络组织增加农村消费市场有效供给。农村消费市场上有效需求和有效供给的增加,不仅能增进农民收入和企业效益,而且能产生较大市场效应,从而扩大农村消费市场。模式的有效运转取决于三大要素——运行平台、组织节点和中介组织。这三大要素相互作用、相互依赖:运行平台为组织节点和中介组织的形成提供基础;组织节点反过来影响运行平台和中介组织的效果;而运行平台和组织节点又离不开中介组织的协调。基于模式分析,本文从流通网络组织角度对农村消费市场开拓问题提出了政策建议,认为农村消费市场的开拓,政府要支持运行平台、流通企业要提高核心能力、中介组织要完善协调功能。总之,本文的研究不仅补充了现有流通网络组织理论,而且也为农村消费市场开拓提供了新的视角,因而本文的研究具有一定的理论和现实意义。更多还原

【Abstract】 The rural consumption market is the largest and most potential market in China. Opening up the rural market could improve farmer’s income, and guide the rural consumption, agriculture and the rural economy which is good for maintaining stability and development and is good for the construction of new socialist in rural areas. However, there are some difficulties faced during the process of opening up rural consumption market, which contends two aspects: rural consumption market’s effective demand of consumption is two low and the rural consumer market’s effective supply also is inadequate. To improve effective supply and demand, this paper is going to solve the problem based on the circulation network organization. Through anglicizing the circulation network organization theory, and some success stories from the practical experience of circulation network organization both at home and abroad, we could come to a conclusion that circulation network organization is an effective way in developing the rural consumer market. In view of this, this paper built a rural consumer market development model based on circulation network organization. Using this model, farmers can increase sales of agricultural products through the network organizations, and increasing their income of peasants, ultimately, increasing the effective demand in rural consumer markets; On the other hand, production enterprises can increase the effective supply of production through the network of consumer goods. So that the farmers and circulation enterprises would be able to reap excess profits, and the rural market could be open as well. The model consists of three major elements - operating platform, contact organizations, intermediary organizations. These three elements work with each other: Government provides a platform for enterprise core competencies, and training of intermediary service organizations provide the basis for enhancing the level of the enterprise core competencies which in turn support the cultivation of operating platform and the protection of the normal operation of an effective intermediary services. On how to tap the rural consumer market from the perspective of the circulation network organization makes policy recommendations that the need to develop the rural consumer market, the Government should support operating platform, enterprises must improve the core capacity, intermediary organizations, In conclusion, this study not only add to the theory of rural consumer market development, but also provide a new insight on how to develop the rural consumer market, and therefore this study has some practical significance.更多还原