【摘要】：改革開放以來,國(guó)家越來越重視農(nóng)村經(jīng)濟(jì)發(fā)展。自“三農(nóng)”問題提出后,我國(guó)的農(nóng)村經(jīng)濟(jì)體制不斷變革,各種新型農(nóng)業(yè)經(jīng)營(yíng)主體如雨后春筍般不斷涌現(xiàn)。農(nóng)民專業(yè)合作社作為一種新型的農(nóng)村經(jīng)濟(jì)組織形式,將分散和處于弱勢(shì)地位的小農(nóng)戶集合在一起,實(shí)行統(tǒng)供統(tǒng)銷,降低了農(nóng)民交易成本;通過集體制定策略,共同面臨市場(chǎng)風(fēng)險(xiǎn),全面保證農(nóng)民的利益。農(nóng)民專業(yè)合作社的出現(xiàn)有效化解了“小農(nóng)戶”和“大市場(chǎng)”之間的沖突,成為了連接小農(nóng)戶和大市場(chǎng)之間的橋梁,它對(duì)于促進(jìn)農(nóng)村經(jīng)濟(jì)發(fā)展、提高農(nóng)戶收益、建設(shè)新型農(nóng)村有顯著性的作用,也是實(shí)現(xiàn)農(nóng)業(yè)產(chǎn)業(yè)化一個(gè)非常重要的經(jīng)營(yíng)形態(tài)。所以,如何提高農(nóng)民專業(yè)合作社的營(yíng)銷能力是其發(fā)展的必由之路,將成為合作社進(jìn)一步拓展市場(chǎng)亟待解決的問題。黑龍江省是農(nóng)業(yè)大省,耕地面積廣闊,人均耕地面積占有量據(jù)全國(guó)首位,這對(duì)于發(fā)展農(nóng)業(yè)有得天獨(dú)厚的優(yōu)勢(shì),這也為農(nóng)民專業(yè)合作社的發(fā)展提供有力的支持。截止2014年底,黑龍江省農(nóng)民專業(yè)合作社發(fā)展約達(dá)到7萬戶,越來越多的農(nóng)民意識(shí)到合作社帶來的優(yōu)越性,能夠有效解決市場(chǎng)競(jìng)爭(zhēng)問題,開始自建、加入農(nóng)民專業(yè)合作社。近幾年來黑龍江省農(nóng)民專業(yè)合作社的發(fā)展不論是數(shù)量上還是增長(zhǎng)速度都呈上升趨勢(shì)。雖然,農(nóng)民專業(yè)合作社在不斷進(jìn)步,并且在農(nóng)業(yè)經(jīng)濟(jì)中有著不可或缺的地位,可是,營(yíng)銷能力成為了農(nóng)民專業(yè)合作社發(fā)展的短板,所以,提高其營(yíng)銷能力,為提升黑龍江省農(nóng)村經(jīng)濟(jì)的可持續(xù)發(fā)展和增加農(nóng)民收入有很重要的理論意義和現(xiàn)實(shí)意義。本文通過選取20家樣本合作社對(duì)其營(yíng)銷能力進(jìn)行調(diào)查,從資源能力、策略運(yùn)用能力和市場(chǎng)競(jìng)爭(zhēng)能力三個(gè)方面,構(gòu)建農(nóng)民專業(yè)合作社營(yíng)銷能力評(píng)價(jià)指標(biāo)體系,通過對(duì)合作社進(jìn)行實(shí)地調(diào)研和問卷調(diào)查獲得有效的第一手?jǐn)?shù)據(jù),利用層次分析法根據(jù)專家打分計(jì)算得到各指標(biāo)的權(quán)重值。通過對(duì)黑龍江省20家農(nóng)民專業(yè)合作社營(yíng)銷能力進(jìn)行評(píng)價(jià)分析,得到了黑龍江省農(nóng)民專業(yè)合作社營(yíng)銷能力評(píng)價(jià)值低,這說明黑龍江省農(nóng)民專業(yè)合作社整體營(yíng)銷能力不強(qiáng)。只有意識(shí)到合作社在面臨營(yíng)銷方面的問題,為合作社制定正確的營(yíng)銷策略和加強(qiáng)營(yíng)銷理才能提高農(nóng)民專業(yè)合作社的營(yíng)銷能力。本文認(rèn)為為提高農(nóng)民專業(yè)合作社的營(yíng)銷能力,下面幾點(diǎn)可以作為參考建議:加強(qiáng)對(duì)合作社營(yíng)銷的政策支持、加大資金支持力度、擁有專才、打造專業(yè)型營(yíng)銷團(tuán)隊(duì)、創(chuàng)建自主品牌,加強(qiáng)廣告宣傳力度、選擇多渠道進(jìn)行產(chǎn)品營(yíng)銷、提高領(lǐng)導(dǎo)人文化素質(zhì)、建立聯(lián)合社、加強(qiáng)對(duì)合作社營(yíng)銷的政策支持、提高農(nóng)民自身組織化程度。
[Abstract]:Since reform and opening up, the country pays more and more attention to the development of rural economy. Since the issue of "agriculture, countryside and farmers" has been put forward, the rural economic system in our country has been constantly changing, and various new agricultural management subjects have sprung up. As a new form of rural economic organization, farmers' specialized cooperatives bring together scattered and disadvantaged smallholder farmers to supply and sell in a unified way, thus reducing the transaction cost of farmers. Face market risk jointly, guarantee farmer's benefit in an all-round way. The emergence of farmers' specialized cooperatives has effectively resolved the conflict between "small farmers" and "large markets", and has become a bridge between small farmers and large markets, which can promote the development of rural economy and increase farmers' income. The construction of new rural areas plays a significant role and is also a very important management form to realize the industrialization of agriculture. Therefore, how to improve the marketing ability of farmers' professional cooperatives is the only way to its development, and will become a problem to be solved to further expand the market. Heilongjiang Province is a big agricultural province with vast cultivated land area and per capita cultivated land area according to the first in the country, which has a unique advantage for the development of agriculture, which also provides strong support for the development of farmers' specialized cooperatives. By the end of 2014, the number of farmers' specialized cooperatives in Heilongjiang Province has reached about 70,000 households. More and more farmers realize the superiority of cooperatives and can effectively solve the problem of market competition, start to build themselves and join farmers' specialized cooperatives. In recent years, the development of farmers' professional cooperatives in Heilongjiang Province is on the rise both in quantity and in growth rate. Although farmers' professional cooperatives are making progress and playing an indispensable role in the agricultural economy, marketing capability has become a short board for the development of farmers' professional cooperatives, so it is necessary to improve their marketing capabilities. In order to promote the sustainable development of rural economy and increase the income of farmers in Heilongjiang Province, it is of great theoretical and practical significance. In this paper, 20 sample cooperatives are selected to investigate their marketing ability, and the evaluation index system of farmers' professional cooperative's marketing ability is constructed from three aspects: resource ability, strategy application ability and market competition ability. Through the field investigation and questionnaire investigation to the cooperative, the effective first-hand data were obtained, and the weight value of each index was calculated by using the AHP method according to the expert score. Through the evaluation and analysis of the marketing ability of 20 farmers' specialized cooperatives in Heilongjiang Province, the evaluation value of the marketing ability of the farmers' specialized cooperatives in Heilongjiang Province is low, which shows that the overall marketing ability of the farmers' specialized cooperatives in Heilongjiang Province is not strong. Only by realizing that cooperatives are facing the problems of marketing, making correct marketing strategies for cooperatives and strengthening marketing principles can we improve the marketing ability of farmers' professional cooperatives. In order to improve the marketing ability of farmers' professional cooperatives, the following suggestions can be used as reference: strengthening the policy support for cooperative marketing, increasing financial support, having professionals, and building professional marketing teams. We should establish independent brands, strengthen advertising and propaganda, choose multiple channels to carry out product marketing, improve leaders' cultural quality, establish United societies, strengthen policy support for cooperative marketing, and improve farmers' own organizational degree.
【學(xué)位授予單位】：東北農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F321.42

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