本文選題：有機(jī)蔬菜　切入點(diǎn)：會(huì)員制模式　出處：《山東農(nóng)業(yè)大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：有機(jī)蔬菜會(huì)員制模式作為一種新興的有機(jī)蔬菜營(yíng)銷(xiāo)方式,旨在解決有機(jī)蔬菜營(yíng)銷(xiāo)過(guò)程中生產(chǎn)者與消費(fèi)者信息不對(duì)稱(chēng)的問(wèn)題。由于有機(jī)蔬菜會(huì)員制模式在我國(guó)起步較晚,所以現(xiàn)階段學(xué)者對(duì)該模式的研究較少,且缺乏對(duì)整個(gè)運(yùn)作流程的精細(xì)化研究。本研究選取當(dāng)前發(fā)展有機(jī)蔬菜會(huì)員制模式有代表性的四個(gè)企業(yè):多利農(nóng)莊,嘉仕有機(jī)農(nóng)莊,活力菜園,山合易有機(jī)農(nóng)場(chǎng)進(jìn)行分析研究。從該模式營(yíng)銷(xiāo)、生產(chǎn)、物流、會(huì)員服務(wù)四個(gè)環(huán)節(jié)進(jìn)行細(xì)化,沿有機(jī)蔬菜會(huì)員制模式運(yùn)作流程進(jìn)行對(duì)比分析,包括營(yíng)銷(xiāo)環(huán)節(jié)(宣傳方式、定價(jià)機(jī)制、成本結(jié)構(gòu)、規(guī)模與收益),入會(huì)流程(入會(huì)意愿、入會(huì)條件、會(huì)員類(lèi)型、權(quán)利與義務(wù)),生產(chǎn)環(huán)節(jié)(排產(chǎn)計(jì)劃、產(chǎn)品供應(yīng)、采摘包裝),物流環(huán)節(jié)(物流方式、物流周期),會(huì)員服務(wù)(會(huì)員活動(dòng)、配套服務(wù)、附屬產(chǎn)品供應(yīng)、投訴建議)得出了四個(gè)企業(yè)會(huì)員制模式整個(gè)運(yùn)作流程中各環(huán)節(jié)的共性,從而發(fā)現(xiàn)有機(jī)蔬菜會(huì)員制模式發(fā)展的現(xiàn)狀、存在的主要問(wèn)題得出如下結(jié)論:有機(jī)蔬菜會(huì)員制模式在我國(guó)取得了一定的成效,特別在生產(chǎn)過(guò)程規(guī)范化、營(yíng)銷(xiāo)方式多樣化、物流配送便捷化、會(huì)員服務(wù)人性化等方面發(fā)展較快。有機(jī)蔬菜會(huì)員制模式在各環(huán)節(jié)任然存在很多問(wèn)題。營(yíng)銷(xiāo)層面,定價(jià)方式單一、宣傳的的有效性較低、營(yíng)銷(xiāo)成本較高、品牌發(fā)展較慢;生產(chǎn)層面,農(nóng)業(yè)ERP系統(tǒng)發(fā)展緩慢、GAP標(biāo)準(zhǔn)較低、生產(chǎn)技術(shù)缺乏科學(xué)性、排產(chǎn)計(jì)劃標(biāo)準(zhǔn)性?xún)r(jià)低;物流層面,物流成本較高、物流時(shí)間較長(zhǎng);會(huì)員服務(wù)方面,規(guī)范性較差、會(huì)員活動(dòng)缺乏組織性、配套服務(wù)有待完善。根據(jù)有機(jī)蔬菜會(huì)員制模式發(fā)展存在的一些列問(wèn)題,在營(yíng)銷(xiāo)、生產(chǎn)、物流、會(huì)員服務(wù)四個(gè)環(huán)節(jié)提出了對(duì)策建議,匯總結(jié)果下:提高生產(chǎn)技術(shù)水平,完善生產(chǎn)管理系統(tǒng);數(shù)量品牌發(fā)展理念,提高營(yíng)銷(xiāo)有效性;建立行業(yè)聯(lián)盟,完善合作、監(jiān)督機(jī)制。
[Abstract]:As a new organic vegetable marketing mode, organic vegetable membership system aims to solve the problem of asymmetric information between producers and consumers in the process of organic vegetable marketing. Therefore, there are few researches on this model, and no detailed research on the whole operation process. This study selects four representative enterprises developing organic vegetable membership system: Dolly Farm, Garth Organic Farm. Dynamic vegetable garden, Shan he Yi organic farm to carry on the analysis research. From this model marketing, production, logistics, member service four links to carry on the detailed analysis, along the organic vegetable membership system pattern operation flow carries on the contrast analysis. Including marketing links (publicity mode, pricing mechanism, cost structure, scale and revenue, membership process (membership intention, membership conditions, membership type, rights and obligations), production links (scheduling plan, product supply, etc.), Picking and packing, logistics link (logistics mode, logistics cycle, member service (member activity, supporting service, subsidiary product supply, complaint and suggestion)) have obtained the commonness of each link in the whole operation process of the four enterprise membership-system mode. The main problems in the development of organic vegetable membership system are as follows: organic vegetable membership model has achieved certain results in our country, especially in the standardization of production process and diversification of marketing methods. The organic vegetable membership model still has many problems in every link. The marketing level, the pricing method is single, the effectiveness of propaganda is lower, the marketing cost is higher, and so on, the logistics distribution is convenient, the member service is humanized and so on, the organic vegetable membership system still has many problems in every link. The slow development of brand, the slow development of agricultural ERP system, the low standard of gap, the lack of scientific production technology, the low standard price of scheduling, the high cost of logistics, the long time of logistics, and the service of members, The standard is poor, the member activity lacks organization, the supporting service needs to be perfected. According to some problems existing in the development of organic vegetable membership system, the countermeasures and suggestions are put forward in the four links of marketing, production, logistics and member service. The results are as follows: to improve the production technology and improve the production management system; to improve the concept of quantity brand development and marketing effectiveness; to establish an industry alliance; to improve cooperation and supervision mechanism.
【學(xué)位授予單位】：山東農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F326.13

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