文档介绍：硕士学位论文
论文题目:农产品营销渠道及其管理研究
The Study on Agricultural Products Marketing Channel and the Management
作者姓名:许玉芳
作者学号:2008140011
指导教师:李福学教授
论文密级:
专业名称:企业管理
单位年级:管理学院2008级
完成日期:2012年5月
渤海大学研究生学院
农产品营销渠道及其管理研究
中文摘要
21世纪以来,随着国内和国际市场经济的不断发展,“三农”(农业、农村、农民)问题成为备受瞩目的热点话题。我国于2004年至2009年连续六年发布了以“三农”为主题的中央一号文件,强调了“三农”问题在中国社会主义现代化时期“重中之重”的地位。面对“三农”问题,不同领域的学者从不同的研究角度进行分析。作者查阅大量相关资料发现,“渠道”在农产品营销中的短板效应越来越明显,制约着整个农产品营销的发展。因此,本文将以农产品营销渠道为研究对象,并以博弈论为研究方法,对农产品营销渠道及渠道管理中产生的主要问题进行分析。
首先,本文对农产品营销渠道的国内外研究现状进行简单的概述,总结出目前国内外关于农产品营销渠道的研究进程,提出本文的研究角度可以从横向渠道和纵向渠道角度入手。其次,阐述农产品营销渠道和博弈论的相关理论知识,为下文内容的展开做铺垫。再次,分析了国外五个典型国家的农产品营销渠道模式,得出渠道未来发展的方向。并分析了我国农产品营销渠道的现状与主要问题。然后根据其存在的主要问题,运用博弈论的研究方法进行深入分析。结论显示:渠道合作能够达到渠道整体利益的最大化。最后,根据农产品营销渠道和渠道管理所面临的主要问题,提出了建设性措施。
[关键词]农产品;营销渠道;渠道管理;博弈论
THE STUDY ON AGRICULTURAL PRODUCT MARKETING
CHANNEL AND THE MANAGEMENT
ABSTRACT
Since the 21st century, with the development of domestic and international economy,“three agricultural”(agriculture, rural areas and farmers) problems have e the most heated topic among the public. From 2004 to 2009, our country has been released six central documents that are about the “three agricultural” problems. These central documents emphasize the important role of “three agricultural” problems in China's socialist modernization period. About the problem of “three agricultural”, different scholars have analyzed them from different aspects. The author of this thesis have collected a large number of relevant materials and have found that channels in short board effect of agricultural product marketing have e more and more obvious ,which restricts the development of the whole agricultural product marketing. Therefore, this thesis will put the agricultural marketing channels as research objects, put the Game Theory as the research method and do a deep study about the agricultural products marketing channels and the main problems of channel management.
First, this paper simply overviews the present research situation of the agricul