农产品营销渠道

本文通过对中国农产品营销渠道的考察，发现了渠道权力结构的过度倾斜与权力的失效问题。

The author studies the problems of excessive asymmetry of channel power structure and power invalidation through the research on the agricultural product distribution channel in China .

渠道权力结构的过度倾斜与权力失效&基于农产品营销渠道的研究

Excessive Asymmetry of Marketing Channel Power Structure and Power Invalidation & Research Based on the Agricultural Product Distribution Channel

借鉴交易成本经济学（TCE）理论，总结和概括不同的农产品营销渠道治理模式及其选择。

In light of Transaction Cost Economics ( TCE ) theory , it summarized and overviewed different marketing channels governance patterns and its selection .

对拓展国内农产品营销渠道的探析

Analysis of Expansion of the Marketing Channel of Domestic Agricultural Products

农产品营销渠道发展对策探讨

A Discussion on the Development Countermeasure of Agricultural Products Marketing Channel

我国农产品营销渠道优化研究

On the Optimization of Produce Marketing Channel of Our Country

农户为中心的农产品营销渠道整合研究

A Research on Channel Integration of Farmer-centered Agricultural Marketing

农产品营销渠道绩效评价与比较研究

A Research on Estimating and Comparing the Performance of Agricultural Products Marketing Channels

农产品营销渠道问题是农产品营销研究的核心问题和学术前沿。

The problem about agricultural products marketing channel is the key problem and academic front .

然后，介绍了农产品营销渠道的定义及相关理论。

Then it carries on with the definition and theory about the produce marketing channel .

农产品营销渠道模式的多样化及其治理选择分析。

Analysis on the diversity and the selection of various governance patterns of agri-products marketing channel .

另一方面，农产品营销渠道组织之间具有较强的交互影响关系。

On the other hand , it shows strong interaction relationship among the members of the agri-products marketing channel .

在此基础上，本文力图寻找到有利于辽源市农产品营销渠道的优化理论和模式。

On this basis , the author attempts to find help Liaoyuan City marketing channel for agricultural optimization theory and models .

所有权形式、专用资产投资和关系规范共同影响农产品营销渠道治理安排。

This Study found that the ownership forms , special assets investment and relationship norms affected the governance arrangements of agri-products marketing channel .

首先，对精准营销相关理论、营销渠道相关理论以及国内外生鲜农产品营销渠道相关理论进行了综述。

First of all , review the accurate marketing theory , marketing channel theories , and fresh agricultural product marketing channel research at home and abroad .

对农产品营销渠道理论、营销渠道的选择设计理论进行了综述分析；第三章，农产品营销渠道主体分析及农产品营销渠道模式的归纳。

Summarized the agricultural marketing channel theory and the selection of design theory . Chapter three analyzed agricultural marketing channel members and inducted agricultural marketing channel modes .

随着现代农业和现代农业流通体系的形成和发展，我国农产品营销渠道系统的传统模式和现代模式正在进行激烈的交互、替代和融合。

With Fostering and developing of the modern agricultural and circulation system , traditional and modern agri-product marketing channel patterns have been interacted , substituted and integrated intensely .

渠道整合力量的力度不够，对交易特征与农户农产品营销渠道整合模式选择行为影响并不普遍。

The efforts of power from channels integration is not inadequate , so its impact on transaction characteristics and channels integration model of farmers agricultural marketing was not general .

因此，不论是政府还是企业在建设农产品营销渠道时，不仅仅要重视渠道结构的优化，也要注重渠道成员的协同及职能的履行，只有这样才能有效的提高农产品营销渠道的绩效。

Thus in order to improve the performance of agricultural products channel , governments and enterprises must optimize channel synergies and channel functions , as well as channel structure .

与西方发达国家比较，我国农产品营销渠道发展相对落后，其关键因素是小农户的分散经营。

Compared with Western developed countries , the development of marketing channels of agricultural products in China is relatively backward , the key factor is the decentralized management of small farmers .

然而，建立并维持一个有效率的生鲜农产品营销渠道并非很容易的事，渠道冲突就是影响生鲜农产品营销渠道最重要的因素之一。

However , it is not very easy to establish and maintain an efficient marketing channel for fresh agricultural products . Channel conflict is one of the factors on marketing channels of fresh agricultural products .

随着现代农业市场化程度的不断提高，传统的农产品营销渠道己不能适应新的市场经济形势和农产品营销发展的需要。

With the continuous improvement of modern agricultural , the traditional marketing channels of agricultural products have not adapt to the new situation of market economy and the needs of the development of agricultural products marketing .

文章就我国农产品营销渠道的现状、基本格局及存在的主要问题进行分析，并对如何完善和发展农产品营销渠道体系提出发展对策。

This thesis analyzes the current situation , basic pattern and major problems of the marketing channel of agricultural product in china , and puts forward countermeasures on how to develop and perfect it in the practice .

一方面，外部宏观社会经济因素是影响农产品营销渠道的重要力量，主要包括经济发展水平、运输条件、城市化率、消费结构、外商投资、公共政策等。

On the one hand , the external macro-socio-economic factors are important forces affecting agri-products marketing channels , including economic development , transportation , urbanization rates , consumption patterns , foreign direct investment , and public policy .

然后通过对所收集的资料进行整理分析，探讨了长沙市生鲜农产品营销渠道存在的普遍问题：效率低且成本高、适应性差、可控性低、服务性不强。

And then the author through the analysis of the collected data , discusses the common problems of Changsha fresh agricultural products marketing channel : low efficiency and high cost , poor adaptability and low controllability , weak service .

因此，单有理想的渠道结构而缺乏渠道成员间的配合和对渠道职能的合理安排，农产品营销渠道组织的绩效目标将难以实现。

Therefore , only have the best structure and the lack of the support and cooperation of channels members and the reasonable arrangement about channel functions , the performance goals of agricultural products marketing channels organization will be difficult to achieve .

分析了日本农产品营销渠道模式的特点：渠道环节多，流通成本高，渠道管理规范化、法制化，农协担当着连接生产者和消费者的纽带作用。

Together , it has analyzed the characteristic of Japanese produce marketing channel : many channel links , high circulation cost , standardization in channel management , legalize and the agricultural association taking on the link function between the producer and consumer .

从渠道视角来探讨西部地区农民专业合作经济组织营销渠道力在整个农产品营销渠道构建中的作用，这在理论探讨和研究方法上具有一定的先进性和创新性。

From the perspective of channel , this paper explore the effect of western region rural cooperative economic organizations marketing channel force in the whole agricultural products marketing channel , and has some advanced and innovative in theory discussion and research method .

分析了我国农产品营销在渠道建设方面存在的问题，提出了加强农产品流通和拓展营销渠道的对策。

The author analyzed existent problems , put forward countermeasures toward the currency and marketing channel of agricultural products .

其次，论文对生鲜农产品城市市场营销渠道的现状和问题进行了分析。

Secondly , the article analyzed the situation and problem of fresh agricultural product marketing channel of city market .