本文選題：綏寧縣　切入點(diǎn)：林產(chǎn)品　出處：《中南林業(yè)科技大學(xué)》2015年碩士論文

【摘要】：隨著我國社會(huì)主義市場經(jīng)濟(jì)的不斷發(fā)展,以及伴隨著林產(chǎn)品市場營銷理論和實(shí)踐的發(fā)展,林產(chǎn)品營銷渠道聯(lián)盟日益引起了理論界的關(guān)注。成立林產(chǎn)品營銷渠道聯(lián)盟現(xiàn)已成為林產(chǎn)品營銷的一個(gè)重要手段和發(fā)展方向。由于林產(chǎn)品營銷渠道聯(lián)盟是一種新的營銷思想與經(jīng)營模式,其成員在營銷經(jīng)營的靈活性、自主性、經(jīng)濟(jì)效益等方面的協(xié)調(diào)與默契相比其他的營銷模式具有更大的優(yōu)勢。由以營銷渠道聯(lián)盟從戰(zhàn)略角度和技術(shù)層面都可以給相關(guān)合作方帶來更為巨大的收益,并且能夠使相關(guān)合作方在市場競爭中的競爭力得到較大提升,同時(shí),使相關(guān)合作方的聯(lián)盟關(guān)系也能夠得以進(jìn)一步鞏固與增強(qiáng)。此外,現(xiàn)有營銷渠道聯(lián)盟的實(shí)踐也證明通過這一新型營銷渠道模式的創(chuàng)新能夠在較大程度上提高相關(guān)合作方的管理水平以及營運(yùn)效率。在當(dāng)前現(xiàn)實(shí)情況下,綏寧縣作為湖南省的一個(gè)山區(qū)林業(yè)大縣,在一定程度上已具備發(fā)展林產(chǎn)品營銷渠道聯(lián)盟的現(xiàn)實(shí)資源條件、政策保障和技術(shù)支持。但由于目前綏寧縣林產(chǎn)品營銷渠道方面還存在著營銷主體組織化程度低、渠道主體之間利益分配機(jī)制不完善、市場信息缺乏共享、信任機(jī)制缺乏等原因,導(dǎo)致其林產(chǎn)品在流通中還沒有形成集約化、聯(lián)盟化的渠道鏈條,并由此造成渠道成員之間合作水平偏低,渠道關(guān)系不穩(wěn)定,流通效率低等問題。因此,本文在對林產(chǎn)品營銷渠道聯(lián)盟進(jìn)行一般理論分析的基礎(chǔ)上,結(jié)合綏寧縣林產(chǎn)品營銷的實(shí)際情況,系統(tǒng)分析綏寧縣林產(chǎn)品營銷渠道聯(lián)盟的必要性和可行性,并針對性地提出相關(guān)對策與建議,以求切實(shí)推進(jìn)綏寧縣林產(chǎn)品營銷渠道聯(lián)盟的建設(shè)問題,助推綏寧縣林業(yè)生產(chǎn)的長遠(yuǎn)發(fā)展。
[Abstract]:With the development of socialist market economy and the development of marketing theory and practice of forest products, the marketing channel alliance of forest products has attracted more and more attention.The establishment of marketing channel alliance of forest products has become an important means and development direction of forest product marketing.As the marketing channel alliance of forest products is a new marketing thought and management mode, its members have more advantages than other marketing models in terms of flexibility, autonomy, economic benefit and so on.From the strategic and technical aspects, the alliance of marketing channels can bring greater benefits to the relevant partners, and can make the competition of the relevant partners in the market competition to be greatly enhanced, at the same time,So that the alliance of relevant partners can also be further consolidated and strengthened.In addition, the practice of the existing marketing channel alliance also proves that the innovation of this new marketing channel model can improve the management level and operation efficiency of the relevant partners to a large extent.In the present situation, Suining County, as a big forestry county in Hunan Province, has, to some extent, possessed the realistic resource conditions, policy guarantee and technical support for developing the marketing channel alliance of forest products.However, in the marketing channel of forest products in Suining County, there are still some reasons, such as low degree of organization of marketing subject, imperfect mechanism of benefit distribution between the main marketing channels, lack of sharing of market information, lack of trust mechanism, etc.As a result, there is no intensive and alliance channel chain in the circulation of forest products, which leads to the low level of cooperation among channel members, unstable channel relationship, low circulation efficiency and so on.Therefore, based on the general theoretical analysis of the marketing channel alliance of forest products, combined with the actual situation of the marketing of forest products in Suining County, this paper systematically analyzes the necessity and feasibility of the marketing channel alliance of forest products in Suining County.In order to promote the construction of marketing channel alliance of forest products in Suining county and promote the long-term development of forestry production in Suining county, the paper puts forward some relevant countermeasures and suggestions.
【學(xué)位授予單位】：中南林業(yè)科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F326.2

【引證文獻(xiàn)】

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1 潘U，

本文編號：1703896