本文選題：層次分析法 + 營銷能力��； 參考：《福建農(nóng)林大學》2017年碩士論文

【摘要】：農(nóng)民專業(yè)合作社作為發(fā)展現(xiàn)代農(nóng)業(yè)的重要組織保障,在提高農(nóng)民組織化程度、有效對接"小農(nóng)戶"與"大市場"、增加農(nóng)民收入及建設(shè)社會主義新農(nóng)村等方面發(fā)揮了重要的作用。截止到2015年年底,福建省農(nóng)民專業(yè)合作社數(shù)量達到2.9萬家,省級規(guī)范社超過3000家,省級示范社650家。福建省的農(nóng)民專業(yè)合作社經(jīng)過多年發(fā)展,目前在組織規(guī)模和帶動農(nóng)戶等方面取得了較大的進步。農(nóng)民專業(yè)合作社作為現(xiàn)代農(nóng)業(yè)的經(jīng)營組織在引領(lǐng)農(nóng)民參與市場競爭和農(nóng)產(chǎn)品銷售的道路上越發(fā)壯大,但是目前農(nóng)產(chǎn)品銷售難,農(nóng)民增收難、農(nóng)民專業(yè)合作社營銷困難等問題仍然是擺在現(xiàn)代農(nóng)業(yè)發(fā)展的巨大障礙,因此,對于福建省農(nóng)民專業(yè)合作社的營銷能力的研究就顯得勢在必行。近幾年,國務(wù)院、黨中央以及地方政府對于"三民"問題高度重視,尤其是民生問題。而農(nóng)民增收問題更是重中之重。在2017年國家頒布的一號文件中,尤其提到農(nóng)業(yè)供給側(cè)改革的發(fā)展方向,其改革的核心便是何如讓農(nóng)產(chǎn)品包括質(zhì)量數(shù)量方面能夠符合消費者的需求,實現(xiàn)生產(chǎn)和消費的無縫對接。農(nóng)民作為市場運行中的弱勢群體,難以應對激烈的市場競爭,造成農(nóng)產(chǎn)品銷售難,農(nóng)民收入低等問題。農(nóng)民專業(yè)合作社通過集體合作的方式,提高生產(chǎn)組織化程度,開展產(chǎn)前、產(chǎn)中、產(chǎn)后服務(wù),以市場為向?qū)?及時提供市場信息,引導農(nóng)民生產(chǎn)適銷對路的產(chǎn)品,提高經(jīng)濟效益,帶領(lǐng)農(nóng)民致富。所以,農(nóng)民專業(yè)合作社的營銷能力的現(xiàn)狀如何,存在著哪些問題,針對問題提出哪些合理建議成為目前的重要問題。本研究以合作經(jīng)濟理論、市場營銷理論、利益相關(guān)理論和交易成本理論作為理論基礎(chǔ),從資源運用能力、策略使用能力和市場競爭能力三個方面出發(fā),構(gòu)建適合福建省農(nóng)民專業(yè)合作社營銷能力的指標評價體系,通過層次分析法探討以上的問題,不僅可以豐富已有的研究成果,更重要的是能夠為福建省農(nóng)民專業(yè)合作社營銷存在的問題提供建議和改進措施,因此,具有重要的理論意義和現(xiàn)實意義。本文主要圍繞以下五部分進行,第一部分是引言部分以及研究背景、目的和意義還有文獻綜述以及研究方法和技術(shù)路線;第二部分是相關(guān)概念的界定和理論基礎(chǔ);第三部分是福建省農(nóng)民專業(yè)合作社發(fā)展現(xiàn)狀以及存在的問題,主要利用資料和調(diào)查數(shù)據(jù)對其進行分析;第四部分是構(gòu)建評價指標,通過結(jié)合已有的研究,構(gòu)建一級指標4個,二級指標24個對福建省農(nóng)民專業(yè)合作社營銷能力進行實證分析;第六部分是通過研究的結(jié)果對存在的問題提出相關(guān)的建議。
[Abstract]:As an important organizational guarantee for the development of modern agriculture, farmers' specialized cooperatives play an important role in improving farmers' organizational degree, effectively connecting "small farmers" with "big markets", increasing farmers' income and building new socialist countryside. By the end of 2015, the number of farmers' professional cooperatives in Fujian Province has reached 29000, more than 3000 provincial standard cooperatives and 650 provincial model cooperatives. After years of development, the farmers' specialized cooperatives in Fujian Province have made great progress in organizing scale and driving farmers. As the management organization of modern agriculture, the farmers' specialized cooperatives are becoming stronger and stronger on the road of leading farmers to participate in market competition and agricultural products sales. However, at present, it is difficult for farmers to sell agricultural products and increase their income. The marketing difficulty of farmers' specialized cooperatives is still a great obstacle to the development of modern agriculture. Therefore, it is imperative to study the marketing ability of farmers' specialized cooperatives in Fujian Province. In recent years, the State Council, the Party Central Committee and local governments have attached great importance to the issue of the three people, especially the livelihood of the people. The problem of increasing farmers' income is a top priority. In the document No. 1 issued by the government in 2017, the development direction of agricultural supply-side reform is mentioned in particular. The core of the reform is that He Ru enables agricultural products, including quality and quantity, to meet the needs of consumers and realize seamless integration of production and consumption. As a weak group in the market operation, farmers are difficult to cope with the fierce market competition, resulting in difficult sales of agricultural products, low income of farmers, and so on. Farmers' specialized cooperatives, through collective cooperation, improve the degree of organization of production, carry out pre-natal, in-production and post-natal services, take the market as a guide, provide timely market information, guide farmers to produce marketable products, and improve economic efficiency. Lead farmers to become rich. So, what is the current situation of farmers' professional cooperative's marketing ability, what problems exist, and what reasonable suggestions are put forward in view of the problems become the important problems at present. Based on the cooperative economy theory, marketing theory, interest correlation theory and transaction cost theory, this study starts from three aspects: the ability to use resources, the ability to use strategies and the ability to compete in the market. Constructing an index evaluation system suitable for the marketing ability of farmers' professional cooperatives in Fujian Province and discussing the above problems through AHP can not only enrich the existing research results. More importantly, it can provide suggestions and improvement measures for the problems existing in the marketing of farmers' professional cooperatives in Fujian Province, so it has important theoretical and practical significance. The first part is the introduction part, the research background, the purpose and significance, the literature review, the research method and the technical route, the second part is the related concept definition and the theory foundation; The third part is the current situation and existing problems of farmer cooperatives in Fujian Province, mainly using data and investigation data to analyze them; the fourth part is to build evaluation indicators, through the combination of existing research, construct four first-level indicators. The second level index 24 carries on the empirical analysis to Fujian Province farmer specialized cooperative marketing ability; the sixth part is through the research result to put forward the related suggestion to the existence question.
【學位授予單位】：福建農(nóng)林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F321.42;F274

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