本文選題：渠道關系質(zhì)量　切入點：渠道溝通　出處：《河北大學》2017年碩士論文

【摘要】：農(nóng)業(yè)是國民經(jīng)濟的基礎,我國歷屆政府都十分關切農(nóng)業(yè)的可持續(xù)發(fā)展和農(nóng)民持續(xù)增收的問題。而在河北省大部分地區(qū),農(nóng)產(chǎn)品流通難是制約當?shù)剞r(nóng)業(yè)經(jīng)濟發(fā)展和農(nóng)民增收致富的重要因素,尤其對于鮮果類產(chǎn)品,流通效率低的問題直接抬高了鮮果類農(nóng)產(chǎn)品市場終端消費的價格。此外,近幾年來國內(nèi)消費者對鮮果類農(nóng)產(chǎn)品的消費需求越來越高,但目前大部分地區(qū)的鮮果類農(nóng)產(chǎn)品存在價格高、質(zhì)量安全沒保障、流通效率低等問題,致使現(xiàn)有鮮果類農(nóng)產(chǎn)品遠不能滿足國內(nèi)的消費需求。這些問題制約了農(nóng)民增收和當?shù)剞r(nóng)業(yè)的可持續(xù)發(fā)展。鮮梨作為河北省比較重要的鮮果類農(nóng)產(chǎn)品之一,自然條件得天獨厚,種植品種多樣。在中國鮮梨出口量的排名中,河北省的鮮梨出口量很大,鮮梨已成為河北省最具競爭力的農(nóng)產(chǎn)品之一。然而在河北鮮梨流通過程中,流通渠道中占主要地位的中間商和終端零售商之間的關系質(zhì)量不佳直接影響著鮮梨的流通效率,給河北梨果供應鏈的發(fā)展帶來了不利的影響。如何改善渠道成員間的關系質(zhì)量,以及進一步促進流通效率的提高,是河北地區(qū)農(nóng)業(yè)的發(fā)展亟待解決的問題。本文以河北省鮮梨的流通為研究對象,采用實證研究的方法,通過問卷調(diào)查的方式對河北鮮梨流通渠道中重要的中間商和終端零售商等相關企業(yè)進行調(diào)查,揭示出了其渠道成員間的關系質(zhì)量對渠道間溝通的影響,以及最后對流通績效產(chǎn)生的相關影響。本文通過對文獻的梳理和相關理論的研究,提出了研究的概念模型,在問卷數(shù)據(jù)分析的基礎上進行相關分析和回歸分析以及中介效應分析,來論證假設的成立。最終文章得出了以下結論:1、河北省鮮梨流通中的中間商與終端零售商之間的關系質(zhì)量對兩者間的渠道溝通產(chǎn)生正向影響;渠道溝通又對鮮梨流通效率產(chǎn)生正向的影響;渠道關系質(zhì)量對鮮梨的流通效率又產(chǎn)生了正向的影響。2、渠道間溝通在渠道關系質(zhì)量和流通效率之間起到了部分中介變量的作用。最后,本文根據(jù)分析的結論和相關的研究成果,對河北鮮梨流通效率的提高提出了具體的改善意見,并指出本文的研究不足和需要繼續(xù)研究的方向。
[Abstract]:Agriculture is the foundation of the national economy. Successive Chinese governments have been very concerned about the sustainable development of agriculture and the continued increase of farmers' income. In most areas of Hebei Province, The difficulty in the circulation of agricultural products is an important factor restricting the development of local agricultural economy and increasing the income of farmers. Especially for fresh fruit products, the problem of low circulation efficiency directly raises the price of the end consumption of fresh fruit agricultural products in the market. In recent years, domestic consumers have more and more high consumption demand for fresh fruit agricultural products. However, at present, there are problems such as high prices, insecure quality and low circulation efficiency of fresh fruit agricultural products in most regions. These problems restrict the increase of farmers' income and the sustainable development of local agriculture. As one of the most important fresh fruit agricultural products in Hebei Province, the natural conditions are unique. There are a variety of varieties to be planted. Hebei Province has one of the most competitive agricultural products in Hebei Province. However, in the circulation of fresh pears in Hebei Province, the export volume of fresh pears in Hebei Province is very large, and fresh pears have become one of the most competitive agricultural products in Hebei Province. The poor quality of the relationship between the leading middleman and the end retailer in the distribution channel has a direct impact on the circulation efficiency of fresh pear, and has a negative impact on the development of the supply chain of Hebei pear fruit. How to improve the quality of the relationship between the members of the channel, and how to improve the quality of the relationship between the members of the channel. In this paper, the circulation of fresh pears in Hebei Province is taken as the research object, and the method of empirical research is adopted. Through the investigation of the important middlemen and the terminal retailers in the circulation channel of fresh pear in Hebei province, the paper reveals the influence of the quality of the relationship between the members of the channel on the communication among the channels. Finally, this paper puts forward the conceptual model of the research by combing the literature and studying the relevant theories. On the basis of questionnaire data analysis, correlation analysis, regression analysis and intermediary effect analysis are carried out. Finally, the paper draws the following conclusion: 1. The relationship between the middleman and the terminal retailer in the circulation of fresh pear in Hebei Province has a positive effect on the channel communication between them. The channel communication had a positive effect on the circulation efficiency of fresh pear. The quality of channel relationship has a positive effect on the circulation efficiency of fresh pear. The communication between channels plays a part of intermediary variable between channel relationship quality and circulation efficiency. Finally, according to the conclusions of the analysis and related research results, The paper puts forward some concrete suggestions to improve the circulation efficiency of fresh pear in Hebei Province, and points out the deficiency of the research and the direction of further research in this paper.
【學位授予單位】：河北大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F326.6;F323.7

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