【摘要】：農(nóng)產(chǎn)品營(yíng)銷(xiāo)渠道的改變與現(xiàn)代農(nóng)業(yè)市場(chǎng)化程度的提高有著密不可分的關(guān)系,隨著新市場(chǎng)經(jīng)濟(jì)形勢(shì)的確立,傳統(tǒng)的農(nóng)產(chǎn)品營(yíng)銷(xiāo)渠道已不能滿足它的發(fā)展。相對(duì)于其他產(chǎn)品的營(yíng)銷(xiāo)來(lái)說(shuō),市場(chǎng)營(yíng)銷(xiāo)對(duì)農(nóng)產(chǎn)品的營(yíng)銷(xiāo)的要求更高一些,更嚴(yán)一些。就整個(gè)地區(qū)的經(jīng)濟(jì)發(fā)展來(lái)說(shuō),永州市的農(nóng)業(yè)發(fā)展貢獻(xiàn)斐然,不過(guò)我們也應(yīng)該注意到發(fā)展中的一些不足,對(duì)永州市農(nóng)業(yè)發(fā)展進(jìn)入新臺(tái)階起到了制約作用。例如不平衡的農(nóng)業(yè)發(fā)展形勢(shì),有待完善的農(nóng)產(chǎn)品營(yíng)銷(xiāo)渠道,營(yíng)銷(xiāo)渠道終端模式缺乏多樣性等等。針對(duì)這種情況,作者對(duì)此進(jìn)行了深入研究,希望對(duì)永州市農(nóng)產(chǎn)品的營(yíng)銷(xiāo)渠道的拓展有所幫助,延伸研究理論,使永州市農(nóng)產(chǎn)品的營(yíng)銷(xiāo)渠道得以進(jìn)一步的優(yōu)化,進(jìn)一步增強(qiáng)它的實(shí)踐效果。本文的研究方法除了包括文獻(xiàn)研究法和數(shù)據(jù)統(tǒng)計(jì)法,另外作者還采用了實(shí)地調(diào)查的方法等。本文一方面用規(guī)范性研究的方式研究農(nóng)產(chǎn)品營(yíng)銷(xiāo)渠道的中上游主體,就永州市農(nóng)產(chǎn)品營(yíng)銷(xiāo)渠道的現(xiàn)狀進(jìn)行了具體的分析,并找出了一些現(xiàn)實(shí)存在的問(wèn)題,結(jié)合其自身情況,對(duì)農(nóng)產(chǎn)品在國(guó)外已取得可喜成效的樣例進(jìn)行借鑒,進(jìn)一步優(yōu)化了永州市農(nóng)產(chǎn)品的營(yíng)銷(xiāo)渠道；另一方面,實(shí)地調(diào)查并深入研究了農(nóng)產(chǎn)品營(yíng)銷(xiāo)渠道的終端,對(duì)消費(fèi)者個(gè)性特征進(jìn)行優(yōu)化分析,對(duì)農(nóng)產(chǎn)品的購(gòu)買(mǎi)場(chǎng)所進(jìn)行實(shí)地考察,從而得出影響顧客選擇農(nóng)產(chǎn)品零售終端的各要素。從本文的研究來(lái)看,優(yōu)化永州市農(nóng)產(chǎn)品營(yíng)銷(xiāo)渠道的措施,首先應(yīng)該明確各渠道主體,然后依據(jù)主體特征的不同,制定與之相適應(yīng)的策略。一是要研究的入手點(diǎn)是渠道上游主體競(jìng)爭(zhēng)力的提高,同時(shí)還包括渠道主體組織化程度的提高,具體實(shí)施方式為：對(duì)農(nóng)業(yè)產(chǎn)業(yè)化戰(zhàn)略的實(shí)施,逐步實(shí)現(xiàn)經(jīng)營(yíng)方式的一體化；另外還要對(duì)農(nóng)業(yè)合作社進(jìn)行進(jìn)一步的完善,增加廣大農(nóng)戶入社的積極性,讓農(nóng)業(yè)生產(chǎn)者有權(quán)利掌握農(nóng)產(chǎn)品的分銷(xiāo)環(huán)節(jié)。二要對(duì)農(nóng)產(chǎn)品的批發(fā)市場(chǎng)進(jìn)行完善,首先要保證發(fā)展規(guī)劃的合理性,其次還要拓展農(nóng)產(chǎn)品的分銷(xiāo)渠道,升級(jí)改造農(nóng)產(chǎn)品的批發(fā)市場(chǎng),第三是對(duì)農(nóng)產(chǎn)品營(yíng)銷(xiāo)渠道的終端建設(shè)進(jìn)一步加強(qiáng),這涉及超市和農(nóng)貿(mào)市場(chǎng)兩方面,最后要保證營(yíng)銷(xiāo)渠道的時(shí)代性,對(duì)網(wǎng)絡(luò)營(yíng)銷(xiāo)進(jìn)行進(jìn)一步的優(yōu)化。
[Abstract]:The change of marketing channels of agricultural products is closely related to the improvement of market-oriented degree of modern agriculture. With the establishment of the new market economy situation, the traditional marketing channels of agricultural products can no longer meet its development. Marketing requires higher and stricter marketing of agricultural products than other products. As far as the economic development of the whole region is concerned, the agricultural development of Yongzhou has made great contributions, but we should also pay attention to some deficiencies in the development, which has restricted the agricultural development of Yongzhou into a new stage. For example, the unbalanced situation of agricultural development, the need to improve the marketing channels of agricultural products, the lack of diversity of marketing channel terminal mode. In view of this situation, the author has carried on the thorough research to this, hoped to be helpful to the Yongzhou city agricultural product marketing channel expansion, the extension research theory, causes Yongzhou agricultural product marketing channel to be further optimized, Further enhance its practical effect. In addition to the methods of literature research and data statistics, the author also adopts the method of field investigation. On the one hand, this paper studies the main body of the marketing channel of agricultural products in the way of normative research, analyzes the current situation of the marketing channel of agricultural products in Yongzhou City, and finds out some problems existing in reality, combining with its own situation. Reference is made to the examples of agricultural products that have achieved gratifying results abroad, and the marketing channels of agricultural products in Yongzhou City are further optimized; on the other hand, the terminals of agricultural products marketing channels are investigated and thoroughly studied. The characteristics of consumers' personality are optimized and the purchase sites of agricultural products are investigated on the spot, and the factors that affect customers' choice of retail terminals of agricultural products are obtained. From the point of view of this paper, the measures to optimize the marketing channels of agricultural products in Yongzhou City should first make clear the main body of each channel, and then, according to the different characteristics of the main body, formulate corresponding strategies. First, the starting point to be studied is the improvement of the competitiveness of the upstream main body of the channel, as well as the improvement of the degree of organization of the channel subject. The specific implementation methods are as follows: the implementation of the agricultural industrialization strategy and the gradual realization of the integration of the management mode; In addition, agricultural cooperatives should be further improved to increase the enthusiasm of farmers to join the cooperative, so that agricultural producers have the right to master the distribution of agricultural products. Second, to perfect the wholesale market for agricultural products, first of all, to ensure the reasonableness of the development plan, second, to expand the distribution channels of agricultural products, and to upgrade and transform the wholesale market of agricultural products. The third is to further strengthen the terminal construction of marketing channels for agricultural products, which involves the supermarket and farmers' market. Finally, it is necessary to ensure the epoch of marketing channels and further optimize the network marketing.
【學(xué)位授予單位】：湖南農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類(lèi)號(hào)】：F323.7

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