【作者】 张俊；

【导师】 李崇光；

【作者基本信息】 华中农业大学 ， 农业经济管理， 2015， 博士

【摘要】 农民专业合作社是农村经济发展的必然产物,是农业现代化进程中的重要组织形式。对于农民、农业和农村而言,农民专业合作社肩负提升农产品交易效率、降低交易成本的重大使命。营销渠道是农产品流通与营销的生命线,多层次、多渠道顺畅流通农产品是农民专业合作社实现价值目标的重要途径。但是在众多关于农民专业合作社的发展问题中,营销渠道管理方面的问题尤为突出,这使得本研究针对农民专业合作社农产品营销渠道的研究具有重要的理论与实践意义。本研究立足于我国农民专业合作社的发展现实,运用案例研究、抽样调查与访谈、比较研究和定量研究等方法,基于全国5省区63家农民专业合作社在营销渠道模式运用与选择方面的路径和特征性数据,对农民专业合作社农产品营销渠道模式的运用与选择行为进行了细致的探讨,研究内容和结论如下。1.运用案例分析方法,对农民专业合作社开展农产品营销的具体活动和流程及其渠道网络构建的行为特征进行了归纳总结,认为:(1)农民专业合作社的农产品营销行动贯穿了农产品生产、流通与交易的全过程;(2)农民专业合作社可作为独立的营销主体参与市场竞争;(3)农民专业合作社寻找目标客户的过程即是其构建销售渠道的过程,合作社建构的渠道网络不一定复杂,但需要定期进行管理和维护;(4)产品的属性会影响合作社对渠道模式的选择,进而影响渠道网络的构建。2.基于调研数据,对农民专业合作社营销渠道模式运用的现状和遇到的问题进行了分析和总结,在此基础上,构建了包含渠道管理能力在内的合作社营销能力的二级模糊综合评价指标体系,并运用AHP-模糊综合评价模型对合作社的渠道管理能力和总体营销能力进行了评价。研究发现:(1)农民专业合作社对渠道策略的运用存在较大的改善空间,合作社在营销渠道运用中还存在较多难题。(2)农民专业合作社的渠道管理水平和总体营销能力均处于良好水平;(3)在营销能力组合的五个方面,合作社管理者对渠道管理能力的评分最低,但渠道管理能力在营销能力评价中占有较高权重;(3)渠道一体化建设对于提升渠道管理能力的贡献率是最高的,但其在此方面的表现最不理想。3.对63家农民专业合作社的232条渠道路径数据进行了归类分析认为,(1)目前我国农民专业合作社最常用的7类营销渠道模式为直销、农批对接、农企对接、农超对接、农外对接、农餐对接和农物对接等,每个合作社参与市场对接的模式都不是单一的,而是多种渠道模式并存,只是短期内可能有其中一种模式占优势。(2)与批发商和批发市场对接是当前合作社运用的主流渠道模式,合作社较少开展跨省、出口销售或与物流公司合作交易,对于电子商务和期货交易等正在兴起的渠道模式也运用不足。4.在文献研究、调研与访谈的基础上,比较分析了农民专业合作社不同营销渠道模式的运作条件、运行机制、优势与困境及其外生交易费用的高低,并基于完全信息静态博弈模型模拟了两种不同市场结构下合作社渠道模式运用的有效性。可知:(1)农民专业合作社各类渠道模式的优势互补和协调运用,正是其对于自身不同发展阶段、不同产品特性和产地市场不同运销条件、销地市场销售状况等情况进行不断适应和调整的过程体现。(2)农民专业合作社在完全松散和完全紧密契约关系的市场结构中,都能够通过不同渠道模式的产品分销获得产品价值链中的大部分份额,合作社所得在一定程度上取决于产销组织或个人最低利润额的大小;长远来看,农民专业合作社的出路是参与稳定契约关系的营销渠道模式,以生产高品质的农产品和规模经营制胜。5.采用多项Logit回归模型,通过对全国5省区63家农民专业合作社的232条渠道路径数据进行实证分析,研究了农民专业合作社营销渠道模式选择的影响因素。可知,与选择直销模式相比,(1)对订货量的满足能力和联系买主的途径两个方面完全影响了农民专业合作社对各类渠道模式的选择;(2)规模大小、资产专用性和对交易对象信任程度等因素被证明对农民专业合作社的选择行为无显著影响作用;(3)不同营销渠道模式的选择又存在不同的影响因素。本文的创新与贡献之处在于:(1)本研究总结并提出了农民专业合作社常用的七种营销渠道模式,即直销、农批对接、农企对接、农超对接、农外对接、农餐对接和农物对接,并分析了不同渠道模式的基本内涵和特征。(2)本研究推论出农民专业合作社在契约关系松散和契约关系紧密的市场结构中,都能够通过不同渠道模式的产品分销获得产品价值链中的大部分份额,而其所得在一定程度上取决于其他产销组织或个人的最低利润额的大小,由此证明了农民专业合作社作为流通中介组织和市场竞争主体存在的有效性和必要性。(3)本研究通过实证分析证明订货量的满足能力和联系买主的途径两个因素完全影响了农民专业合作社对各类营销渠道模式的选择,而规模大小、资产专用性和对交易对象信任程度等因素被证明对其选择行为无影响。更多还原

【Abstract】 Farmers’ specialized cooperative, an intermediary organization to connect farmers and market, is the inevitable production of rural economic development. There is a close connection between cooperative and modern agricultural development. To a certain degree, healthy and sustainable development of cooperative has a direct impact on the improvement of modern agricultural production and operation pattern, which will promote agricultural efficiency and increase farmers’ income. For farmers, agriculture and rural area, great mission of increasing transactional efficiency and reducing transaction cost lays on cooperatives. The present paper aims at discussion on agricultural products marketing channel issues of farmers’ specialized cooperatives, analysis of the significance of marketing channel construction and channel management ability development on promoting cooperative agricultural products marketing ability, to attract the attention of stakeholders; summary of current commonly used agricultural marketing channel models adopted by cooperatives, as well as comparative analysis of these models, to help business decision makers have a further understanding of mechanisms of different marketing channels; analysis of marketing channel choices by cooperatives and their influencing factors, to provide suggestions for cooperatives to choose and construct proper effective marketing channels; this is beneficial to further theoretical research on cooperative marketing channel management and participation in agricultural circulation, to solve sales problem and promote healthy and sustainable development, which has great theoretical and practical value.To realize these research purposes, the paper carries out research according to following aspects:Introduction: This chapter mainly discusses research background, purposes and significance, defines relevant conception definitions, constructs research thoughts and methods, some crucial issues to be solved, and introduces the innovations of the research.The second chapter elaborates research theoretical foundations, including cooperative theory, transaction cost theory, marketing channel theory and game theory. Result revealed that, according to research by western scholars, there is a certain degree of fusion or integration between cooperative theory and marketing theory; then follows literature review of relevant research trends of studies on cooperative marketing management, marketing strategy, marketing channels, marketing ability and channel efficiency evaluation at home and abroad, as well as experience of agricultural cooperative channel of developed countries.The third chapter introduces the current situation of farmers’ agricultural cooperative development in China. At the very beginning, there are review of cooperative development process, and simple description of its current situation as well as a detailed investigation of existing problems of cooperatives. Then sample survey condition of the present study is discussed. Afterwards, case study is adopted to make a detailed analysis of agricultural products marketing process systems and a series of specific marketing activities by three excellent farmers’ specialized cooperatives before, during and after production. It is concluded that farmers’ specialized cooperative can participate in market competition as an independent marketing subject.The fourth chapter builds up a second level fuzzy synthetic evaluation index system for cooperative marketing ability with channel management ability included. AHP-fuzzy synthetic evaluation model and weighted average method are applied to evaluate cooperative channel management ability and comprehensive agricultural products marketing ability. Results show that cooperative channel management ability takes a high weight in marketing ability evaluation, which suggest that channel management has an important position in cooperative’s marketing work; cooperative channel management level and comprehensive marketing ability are both good; in marketing ability combination of five aspects, the managers of cooperatives mark a relative lowest score towards channel management ability. In channel management, managers think that cooperatives have good performance in the terms of channel selection and multi-channel product, and the contribution rate of the overall marketing ability is the highest, but the cooperative performance in this aspect is the worst.The fifth chapter makes an empirical analysis of cooperative marketing channel model selection and application. After systemization and accounting of 232 channel paths data of 63 sample cooperatives, summarize and conclude 7 most commonly used channel modes by cooperatives, including direct sales, farmers-wholesalers direct purchase, farmer-enterprise direct purchase, farmer-supermarket direct purchase, farmers-foreign direct purchase, farmers-table direct purchase, farmers-logistic company direct purchase and so on. Then make analysis of relevant characteristics during the marketing channel application process.The sixth chapter firstly makes analysis of operation conditions, mechanisms, application conditions, advantages and dilemma of cooperatives’ different marketing channels, and compares required transaction cost according to transaction cost theory; Then, the validity of cooperative channel model application under two different market structures is stimulated according to complete information static game model. Results show that, in market structure with completely loose and tight contractual relationship, cooperative is able to get most shares of product value chain by product distribution of different channel models, and to some extent, the lowest profit amount of production and marketing organizations or individuals is decided by cooperative income.In the seventh chapter, multiple-logical econometric model is adopted to make analysis of the influencing factors affecting cooperative marketing channel selection. Result revealed that the cooperative’s ability to meet the order quantity and the ways to contact the buyers are the main factors affecting the model selection; the size, asset specificity and the degree of trust in the transaction object are proved to have no effect on the cooperatives’ each kind of channel model selection; additionally, there is no same influencing factor among different marketing channel model selections.At last, summarize and conclude main conclusions of the research, and put forward some corresponding policy suggestions. Additionally, propose research inadequacies and set forth some topics of relevant fields that need further research in future.Innovation and contribution of the present paper are:(1) Summarization and extraction of seven commonly used marketing channel models by farmers’ specialized cooperatives, namely direct sales, farmers-wholesalers direct purchase, farmer-enterprise direct purchase, farmer-supermarket direct purchase, farmers-foreign direct purchase, farmers-table direct purchase, farmers-logistic company direct purchase and E-business model.(2) The validity of cooperative channel model application under two different market structures is stimulated according to complete information static game model. Results show that, in market structure with completely loose and tight contractual relationship, cooperative is able to get most shares of product value chain by product distribution of different channel models, and to some extent, the lowest profit amount of production and marketing organizations or individuals is decided by cooperative income.(3) Through Empirical analysis, the article proves that cooperative’s ability to meet the order quantity and the ways to contact the buyers are the main factors affecting the model selection, the size, asset specificity and the degree of trust in the transaction object are proved to have no effect on the cooperatives’ each kind of channel model selection.更多还原