【摘要】：農(nóng)民專業(yè)合作社作為一種新型的組織形式,日益成為主要的涉農(nóng)經(jīng)濟(jì)主體形式,但目前農(nóng)民合作社各自的經(jīng)營(yíng)狀況卻參差不齊。對(duì)于以相對(duì)同質(zhì)化的農(nóng)產(chǎn)品為主要產(chǎn)品的合作社,如何選擇合適的營(yíng)銷渠道模式,提高農(nóng)民專業(yè)合作社營(yíng)銷渠道管理能力值得研究,近些年合作社營(yíng)銷渠道理論引起了國(guó)內(nèi)外學(xué)者的重視,但目前,相關(guān)研究還處于起步階段。本文的研究主題是合作社營(yíng)銷渠道模式,通過(guò)對(duì)國(guó)內(nèi)外相關(guān)文獻(xiàn)的閱讀,同時(shí)進(jìn)行了仔細(xì)梳理,歸納出了農(nóng)民專業(yè)合作社營(yíng)銷渠道模式的共同特征并針對(duì)合作社發(fā)展的不同歷程梳理出渠道模式構(gòu)建的不同模式。研究結(jié)果主要如下:1.通過(guò)案例分析的研究,歸納出農(nóng)民專業(yè)合作社營(yíng)銷渠道模式的影響要素主要由渠道層級(jí)、渠道行為、渠道關(guān)系這三個(gè)層面共同影響。其中渠道層級(jí)中主要包括層級(jí)長(zhǎng)度、層級(jí)寬度、層級(jí)廣度和層級(jí)柔性這四個(gè)維度;渠道行為主要包括權(quán)力分配和沖突控制這兩個(gè)維度;渠道關(guān)系包括了信息傳遞、成員關(guān)系和組織氛圍三個(gè)維度。2.通過(guò)多案例研究對(duì)比研究,發(fā)現(xiàn)農(nóng)民專業(yè)合作社營(yíng)銷渠道模式中層級(jí)結(jié)構(gòu)以扁平化為主,長(zhǎng)度較短且寬度較寬,同時(shí)渠道模式的靈活性非常出色,依然保持了渠道切換的通道;合作社擁有較強(qiáng)的議價(jià)能力同時(shí)充分利用規(guī)范的合同等手段來(lái)防范及控制渠道中的潛在風(fēng)險(xiǎn);合作社極度重視信息傳遞,對(duì)于渠道關(guān)系合作社有著積極的態(tài)度并且認(rèn)為這是自己能夠依靠的資源,合作社也愿意犧牲部分利潤(rùn)來(lái)獲得長(zhǎng)期穩(wěn)定的合作機(jī)會(huì)。3.通過(guò)多案例深入研究,發(fā)現(xiàn)合作社在成長(zhǎng)過(guò)程中通常經(jīng)歷了三個(gè)階段,第一個(gè)階段稱之為初創(chuàng)期,隨后合作社進(jìn)入第二階段成長(zhǎng)期,隨之合作社的繼續(xù)成長(zhǎng),合作社進(jìn)入第三階段成熟期,不同階段的合作社營(yíng)銷模式有著其特有的建設(shè)過(guò)程,合作社營(yíng)銷渠道的建設(shè)也是一個(gè)逐漸完善和適應(yīng)的過(guò)程。最后,筆者針對(duì)性的給出了相應(yīng)的對(duì)策和建議,同時(shí)對(duì)于本文中討論的主題的局限性做出了一些說(shuō)明,也對(duì)文章未來(lái)的潛在研究方向做出了一些展望。
[Abstract]:As a new type of organization, farmers' specialized cooperatives have become the main form of agricultural economy, but their respective operating conditions are not uniform at present. For cooperatives with relatively homogeneous agricultural products as their main products, how to choose the appropriate marketing channel mode and improve the management ability of farmers' specialized cooperative marketing channels is worth studying. In recent years, cooperative marketing channel theory has attracted the attention of scholars at home and abroad, but at present, the relevant research is still in its infancy. The research theme of this paper is the cooperative marketing channel model, through the reading of the relevant literature at home and abroad, at the same time carefully combing, This paper sums up the common characteristics of the marketing channel mode of farmers' specialized cooperative and combs out different models of channel mode construction according to the different course of cooperative development. The main results are as follows: 1. Through the case study, this paper concludes that the influencing factors of the marketing channel mode of farmers' professional cooperative are mainly influenced by channel level, channel behavior and channel relationship. Among them, channel level mainly includes four dimensions: length, width, breadth and flexibility; channel behavior includes power distribution and conflict control; channel relationship includes information transmission. Membership and organizational climate. 2. 2. Through the comparative study of multi-case study, it is found that the hierarchical structure in the marketing channel mode of farmers' professional cooperative is flat, short in length and wide in width, and the flexibility of the channel mode is excellent, and the channel switching channel is still maintained. Cooperatives have strong bargaining power and make full use of standardized contracts and other means to prevent and control potential risks in the channels; cooperatives attach great importance to the transmission of information, The cooperative has a positive attitude towards the channel relationship cooperative and believes that it is a resource on which it can rely, and the cooperative is willing to sacrifice part of its profits to obtain long-term and stable cooperation opportunities. Through multi-case in-depth study, it is found that cooperatives usually go through three stages in the process of growth, the first stage is called the initial stage, and then the cooperative enters the second stage of growth period, and then the cooperative continues to grow. Cooperatives enter the third stage of maturity, different stages of cooperative marketing mode has its unique construction process, cooperative marketing channel construction is also a gradual improvement and adaptation process. Finally, the author gives the corresponding countermeasures and suggestions, at the same time, the limitations of the theme discussed in this paper are explained, and the potential research direction in the future is also prospected.
【學(xué)位授予單位】：西南政法大學(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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