【摘要】 随着农产品市场营销理论的发展,渠道联盟现已成为现代农产品流通渠道发展的一个重要方向。构建农产品渠道联盟,是解决当前中国农产品流通渠道中存在的主体行为不一致、交易成本高、信息沟通闭塞、成员利益(尤其是农户)得不到保障、渠道中道德风险和逆向选择严重、渠道关系不稳定、流通效率低下的现实需要。鉴于此,提出了农产品渠道联盟体系的构建及其运行机制,对于丰富中国农产品渠道理论以及解决中国农产品流通中的"小农户"与"大市场"矛盾具有重要的理论和现实意义。更多还原

【Abstract】 With the development of marketing theory of agricultural products,channel alliance has become an important trend about the development of the circulation channel of contemporary agricultural products.The construction of agricultural products channel alliance is a realistic necessity to solve problems of contemporary circulation channel of agricultural products in China,such as the inconsistency of subject behavior,high transaction costs,information communication blocks,unguaranteed member benefit(especially rural households),serious moral risks and adverse selection in the circulation channel,unstable channel relationships,and the low circulation efficiency.In view of this,the construction and the operation mechanism of agricultural products channel alliance are proposed,which has important theoretical and realistic significance to enrich China’s agricultural products channel theory and solve the contradiction between "small rural household" and "big market" in China’s agricultural circulation.更多还原