本文選題：特色農(nóng)產(chǎn)品 + 市場進(jìn)入模式��； 參考：《海南大學(xué)》2013年碩士論文

【摘要】：關(guān)于市場進(jìn)入模式和績效評價(jià)都是非常經(jīng)典且十分重要的理論,選擇何種市場進(jìn)入模式,如何選擇,以及在各種不同市場進(jìn)入模式下會(huì)有的不同的績效水平都是需要考慮的問題。 農(nóng)業(yè)一直是我國經(jīng)濟(jì)社會(huì)發(fā)展中的重點(diǎn)問題,特色農(nóng)業(yè)是中國農(nóng)業(yè)未來發(fā)展的基本方向和主要趨勢。特色農(nóng)產(chǎn)品的跨區(qū)域銷售是發(fā)展特色農(nóng)業(yè)的關(guān)鍵部分,實(shí)現(xiàn)特色農(nóng)產(chǎn)品的跨區(qū)域市場進(jìn)入,進(jìn)行銷售區(qū)域的擴(kuò)張具有重要意義。我國地域廣闊,農(nóng)業(yè)資源富饒多樣,擁有十分多的特色農(nóng)業(yè)、特色農(nóng)產(chǎn)品資源,但是目前不少特色農(nóng)產(chǎn)品資源并沒有得到很好的開發(fā),沒有轉(zhuǎn)化成經(jīng)濟(jì)效益、生態(tài)效益和社會(huì)效益。隨著市場經(jīng)濟(jì)體系的不斷發(fā)展和基礎(chǔ)設(shè)施等的改善,為我國特色農(nóng)產(chǎn)品實(shí)現(xiàn)跨區(qū)域的市場進(jìn)入提供了條件,特色農(nóng)產(chǎn)品的市場進(jìn)入對提高農(nóng)民收入水平、帶動(dòng)區(qū)域經(jīng)濟(jì)社會(huì)發(fā)展、促進(jìn)生態(tài)農(nóng)業(yè)發(fā)展、構(gòu)建地方特色經(jīng)濟(jì)都有很顯著的效果,同時(shí),對加強(qiáng)我國特色農(nóng)產(chǎn)品的市場競爭力具有很強(qiáng)的實(shí)踐意義。對特色農(nóng)產(chǎn)品市場進(jìn)入模式績效評價(jià)的研究對市場進(jìn)入模式理論、其他產(chǎn)業(yè)跨區(qū)域擴(kuò)張和農(nóng)產(chǎn)品的營銷問題研究都有很強(qiáng)的理論借鑒意義。 市場進(jìn)入理論一般都是建立在國際化的背景下研究海外市場進(jìn)入模式,本文在借鑒海外市場進(jìn)入理論的基礎(chǔ)上,將其應(yīng)用到指導(dǎo)特色農(nóng)產(chǎn)品的在國內(nèi)跨區(qū)域市場進(jìn)入模式中研究,對特色農(nóng)產(chǎn)品市場進(jìn)入模式選擇的影響因素和理論基礎(chǔ)進(jìn)行分析,特色農(nóng)產(chǎn)品市場進(jìn)入模式的選擇受其產(chǎn)品本身特性、市場進(jìn)入目標(biāo)地及市場狀況等因素的影響,在選擇市場進(jìn)入模式時(shí)應(yīng)充分考慮這些影響因素,并且基于產(chǎn)業(yè)基礎(chǔ)觀、資源基礎(chǔ)觀和制度基礎(chǔ)觀綜合考慮,結(jié)合資源投入、風(fēng)險(xiǎn)水平、靈活性和控制水平等決策目標(biāo)進(jìn)行選擇。目前,特色農(nóng)產(chǎn)品普遍采用的市場進(jìn)入模式有直接輸出、合同進(jìn)入和投資進(jìn)入三大類,這三類市場進(jìn)入模式各有優(yōu)缺點(diǎn),農(nóng)產(chǎn)品企業(yè)在選擇市場進(jìn)入模式時(shí)應(yīng)結(jié)合實(shí)際情況進(jìn)行選擇。不同市場進(jìn)入模式之間績效的差異,是市場主體選擇市場進(jìn)入模式時(shí)的基本依據(jù)。對各種市場進(jìn)入模式的績效進(jìn)行評價(jià),是觀察市場主體市場進(jìn)入模式選擇行為的基礎(chǔ)。 成本管理、利益相關(guān)者和可持續(xù)發(fā)展是績效評價(jià)基本的理論基礎(chǔ),獲得收益是所以企業(yè)的基本目標(biāo),但是特色農(nóng)產(chǎn)品企業(yè)的行為會(huì)受到農(nóng)戶、政府和市場這三個(gè)主體的影響,農(nóng)產(chǎn)品本身就與可持續(xù)發(fā)展有著密切的關(guān)系,并且企業(yè)的目標(biāo)也是可持續(xù)經(jīng)營和發(fā)展。因此,在建立特色農(nóng)產(chǎn)品市場進(jìn)入的評價(jià)指標(biāo)體系時(shí),以農(nóng)戶、政府、企業(yè)和市場四個(gè)利益關(guān)系主體分別研究其經(jīng)濟(jì)效益、生態(tài)效益和社會(huì)效益。在這些衡量指標(biāo)中,包括定性指標(biāo)和定量指標(biāo),許多指標(biāo)具有模糊性,且特色農(nóng)產(chǎn)品市場進(jìn)入目標(biāo)地的情況會(huì)不同,有時(shí)缺乏可比性,因而在確定指標(biāo)值時(shí)采取德爾菲法和專家分析法,運(yùn)用層次分析法確定各指標(biāo)的權(quán)重,建立模糊多層次綜合評價(jià)模型,通過最大隸屬原則進(jìn)行評價(jià)或給各評價(jià)等級確定分值對多種模式進(jìn)行比較,得到評價(jià)結(jié)果。本文以江西省修水縣的蠶桑進(jìn)入九江市為例作為案例應(yīng)用,評價(jià)結(jié)果為良,結(jié)果與現(xiàn)實(shí)相符。
[Abstract]:The market entry model and performance evaluation are both very classic and very important theories. What kind of market entry mode, how to choose, and different performance levels in different market entry modes are all problems to be considered.
Agriculture has always been the key problem in the economic and social development of our country. Characteristic agriculture is the basic direction and main trend of the future development of China's agriculture. The cross regional sales of characteristic agricultural products is the key part of developing the characteristic agriculture. It is of great significance to realize the cross regional market of the characteristic agricultural products, and the expansion of the sales area is of great significance. The region is wide, the agricultural resources are rich and diverse, with a lot of characteristic agriculture and characteristic of agricultural products. However, many characteristic agricultural products have not been well developed at present, and have not been transformed into economic, ecological and social benefits. With the continuous development of the market economy and the improvement of the infrastructure, it is the characteristic agriculture of our country. The market entry of the product has provided the conditions for the cross regional market entry. The market entry of the characteristic agricultural products has great effect on improving the farmers' income level, promoting the economic and social development of the region, promoting the development of ecological agriculture and constructing the local characteristic economy. At the same time, it has great practical significance to strengthen the market competitiveness of the characteristic agricultural products of our country. The research on the market entry model performance evaluation of the characteristic agricultural products has great theoretical significance for the theory of market entry mode, the cross regional expansion of other industries and the research on the marketing of agricultural products.
The theory of market entry is generally based on the internationalization of the study of overseas market entry mode. On the basis of the theory of overseas market entry, this paper applies it to the study of the characteristic agricultural products in the domestic cross regional market entry mode, the influencing factors and the theoretical basis for the selection of the market entry mode of the characteristic agricultural products. According to the analysis, the choice of the market entry mode of the characteristic agricultural products is influenced by the characteristics of its product itself, the market entry and market conditions. In choosing the market entry mode, these factors should be fully considered, and based on the industrial base view, the resource base view and the system basic view are taken into consideration, combined with the resource input and the wind. Risk level, flexibility and control level are selected. At present, the market entry mode generally adopted by the characteristic agricultural products has direct output, contract entry and investment enter into the three major categories. The three types of market entry modes have their own advantages and disadvantages. The difference in performance between market entry modes is the basic basis for market participants to choose the market entry mode. The evaluation of the performance of various market entry modes is the basis for observing the market entry mode selection behavior.
Cost management, stakeholder and sustainable development are the basic theoretical basis of performance evaluation. Obtaining income is the basic goal of the enterprise. However, the behavior of the characteristic agricultural products enterprises will be influenced by the three main bodies of farmers, government and market. The agricultural products themselves have a close relationship with sustainable development and the objectives of the enterprises. It is also the sustainable management and development. Therefore, in establishing the evaluation index system of the characteristic agricultural products market, the economic benefit, the ecological benefit and the social benefit are studied by the four stakeholders of the farmers, the government, the enterprise and the market respectively. And the market of the characteristic agricultural products will be different, sometimes lack of comparability, so Delphy Fa and expert analysis are adopted to determine the index value, and the analytic hierarchy process is used to determine the weight of each index, and a fuzzy multilevel comprehensive evaluation model is established. In this paper, we use the sericulture into Jiujiang in Xiushui County, Jiangxi as an example, as an example, and the result is good, and the result is consistent with the reality.
【學(xué)位授予單位】：海南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F323.7

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