導語(yu)：如(ru)何(he)才能(neng)寫好一篇(pian)農產(chan)品營(ying)銷論文(wen)，這(zhe)就需要搜集整(zheng)理更(geng)多的(de)(de)資(zi)料和文(wen)獻(xian)，歡迎閱(yue)讀由公務(wu)員(yuan)之家整(zheng)理的(de)(de)十篇(pian)范文(wen)，供你借鑒。

篇1

（一）固守傳統經營理念，缺乏市場感知力。作為陜西的第二人口大市，地少人多的現象不可避免，零散的土地和各自為戰的經營模式，使農業生產的規模化效應難以體現；長期形成的個體農業經營模式，使得農民只關心自家土地的農作物經營，不僅相對成本較高，而且對市場變化不敏感，收集的市場信息極為有限，其導致的結果是辛辛苦苦的種植，到頭來由于市場信息的不對稱以及缺乏足夠的市場應對之策，農產品大(da)量積壓，銷售(shou)不暢，農(nong)民(min)收入(ru)減(jian)(jian)少，利益受損。這種(zhong)只重視農(nong)產品種(zhong)植，忽視農(nong)產品市場信(xin)息獲(huo)取導致(zhi)收入(ru)減(jian)(jian)少的狀況，是(shi)渭南農(nong)村普(pu)遍存在的問題。

（二）農業名優產品少，產品質量問題突出。受歷史傳統及種植地域的影響，農產品品種單一、大路貨比例較高，名優特色農產品相對較少，這是渭南農產品營銷的基本(ben)狀況。農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)二次加工比例低，附加值值低，基本(ben)是粗加工和(he)簡單包裝就進行(xing)銷售。缺乏基本(ben)的農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)標準化經營(ying)流(liu)程(cheng)，農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)安(an)全體(ti)系建設(she)落后，農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)質量參差不齊(qi)，農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)市場(chang)形象不佳。農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)種(zhong)植過程(cheng)中大量使用農(nong)(nong)藥(yao)(yao)和(he)化肥，造成農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)表面農(nong)(nong)藥(yao)(yao)殘留(liu)超標，嚴重影響了農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)質量。

（三）農產(chan)品(pin)(pin)(pin)供(gong)需(xu)失衡，結構性(xing)矛(mao)盾突出。由于農產(chan)品(pin)(pin)(pin)自身種植的(de)特點(dian)，其季節性(xing)的(de)表現非常突出。渭南的(de)特色農產(chan)品(pin)(pin)(pin)，例(li)如蘋果(guo)、酥梨、冬(dong)棗、花椒(jiao)等，都(dou)是(shi)大(da)面積(ji)種植，集中上市，而(er)市場消化能(neng)力(li)(li)有限，本地(di)儲(chu)存條件差，儲(chu)備能(neng)力(li)(li)不足(zu)，于是(shi)產(chan)生大(da)量的(de)積(ji)壓(ya)，這幾乎成為每年(nian)必然出現的(de)現象。因(yin)此，擴(kuo)大(da)地(di)方果(guo)庫的(de)儲(chu)備能(neng)力(li)(li)，形成農產(chan)品(pin)(pin)(pin)的(de)全年(nian)銷售(shou)，這是(shi)當前(qian)亟需(xu)解決的(de)問題。

（四）農(nong)產(chan)品(pin)(pin)營銷體系散(san)亂，交易方式落后。由于渭南的(de)(de)農(nong)業(ye)生(sheng)產(chan)市場(chang)(chang)(chang)化(hua)水平低，受多種(zhong)因素的(de)(de)影響(xiang)，農(nong)產(chan)品(pin)(pin)的(de)(de)市場(chang)(chang)(chang)交易主要(yao)(yao)在(zai)遍布于城(cheng)鄉各(ge)地的(de)(de)各(ge)類農(nong)貿市場(chang)(chang)(chang)里面開展和進行，受眾較少，服務面狹窄，難以(yi)滿足大規模的(de)(de)市場(chang)(chang)(chang)化(hua)交易的(de)(de)需要(yao)(yao)。縣城(cheng)及城(cheng)鄉結合部的(de)(de)農(nong)貿市場(chang)(chang)(chang)運(yun)作基本(ben)規范，農(nong)村的(de)(de)集貿市場(chang)(chang)(chang)就(jiu)只能用“散(san)”、“亂”、“擠”、“臟”來形容了，大多是(shi)按習慣(guan)節日自發形成農(nong)村集市，在(zai)銷售(shou)(shou)、監管、質量、衛生(sheng)、治(zhi)安等方面均存在(zai)較多的(de)(de)問題，要(yao)(yao)想形成完整通(tong)常(chang)的(de)(de)信息流和物流，實在(zai)是(shi)一件非常(chang)困(kun)難的(de)(de)事情(qing)。以(yi)上這些(xie)都對(dui)農(nong)產(chan)品(pin)(pin)的(de)(de)銷售(shou)(shou)產(chan)生(sheng)直接的(de)(de)影響(xiang)。

（五）信(xin)(xin)息(xi)獲(huo)取渠道單(dan)一(yi)，難以把握農(nong)(nong)產(chan)品(pin)(pin)市(shi)(shi)場(chang)走(zou)勢。信(xin)(xin)息(xi)是(shi)決策的(de)(de)依據。受傳(chuan)統習慣的(de)(de)影(ying)響(xiang)，農(nong)(nong)民(min)獲(huo)取信(xin)(xin)息(xi)主要依賴(lai)于以往的(de)(de)生產(chan)經驗、周(zhou)邊市(shi)(shi)場(chang)價(jia)格(ge)以及(ji)農(nong)(nong)戶(hu)之間的(de)(de)信(xin)(xin)息(xi)交流，大部分農(nong)(nong)戶(hu)不去研究農(nong)(nong)產(chan)品(pin)(pin)的(de)(de)來年市(shi)(shi)場(chang)走(zou)勢及(ji)發展趨勢。另外，政(zheng)府的(de)(de)有關部門雖然也定期相關農(nong)(nong)產(chan)品(pin)(pin)的(de)(de)市(shi)(shi)場(chang)信(xin)(xin)息(xi)，但完成之后就萬事(shi)大吉，至(zhi)于如(ru)何與(yu)農(nong)(nong)戶(hu)的(de)(de)經營(ying)對(dui)接，則無法落到(dao)實處，于是(shi)就出現了農(nong)(nong)產(chan)品(pin)(pin)產(chan)、供、銷和(he)市(shi)(shi)場(chang)需求的(de)(de)脫節，經營(ying)風(feng)險(xian)進一(yi)步提(ti)高。

二、提升渭南(nan)農產品市場競(jing)爭力的營銷策(ce)略

（一）樹(shu)立(li)渭南農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)觀念(nian)，提(ti)(ti)升(sheng)農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)質(zhi)量水平。產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)是提(ti)(ti)升(sheng)市(shi)場(chang)(chang)競爭力的基(ji)礎，要(yao)提(ti)(ti)升(sheng)渭南農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)是市(shi)場(chang)(chang)競爭力和市(shi)場(chang)(chang)影響(xiang)(xiang)力，從(cong)以下六個(ge)方面入手：首(shou)先，要(yao)強(qiang)化(hua)(hua)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)理念(nian)，增強(qiang)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)意識，高(gao)度重視農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)經營中的品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)維護，認識農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)的重大價(jia)值(zhi)和戰略價(jia)值(zhi)；其次，加(jia)強(qiang)農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)的質(zhi)量管(guan)理，實(shi)行和推(tui)廣農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)綠色(se)認證制度，強(qiang)化(hua)(hua)農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)種植過程(cheng)中的市(shi)場(chang)(chang)監管(guan)，實(shi)行農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)的品(pin)(pin)(pin)(pin)(pin)(pin)質(zhi)追(zhui)溯制度；第(di)(di)三，結(jie)合渭南的自然資源(yuan)的實(shi)際(ji)狀況，精(jing)選“名、優(you)、特”產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)，重點扶持(chi)，積極推(tui)廣，走精(jing)品(pin)(pin)(pin)(pin)(pin)(pin)農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)推(tui)廣戰略；第(di)(di)四，開發(fa)新的農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)，形成完整的農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)營銷(xiao)產(chan)(chan)業(ye)鏈；第(di)(di)五，重視農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)的二次加(jia)工，在延長(chang)產(chan)(chan)業(ye)鏈的同時，提(ti)(ti)高(gao)了農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)的市(shi)場(chang)(chang)附加(jia)值(zhi)，有利于增加(jia)農(nong)(nong)民的收入；最后，利用多(duo)種機會，例如農(nong)(nong)博(bo)會，加(jia)大渭南農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)的宣傳力度，提(ti)(ti)升(sheng)市(shi)場(chang)(chang)知名度和影響(xiang)(xiang)力。

（二）完(wan)善渭(wei)南農(nong)產品(pin)(pin)銷售渠(qu)道，重視(shi)服務體(ti)系建設。一(yi)是(shi)在現有的(de)(de)基(ji)礎(chu)上(shang)，對(dui)農(nong)貿(mao)市場(chang)重新規(gui)劃和布(bu)局(ju)，增大(da)農(nong)貿(mao)市場(chang)的(de)(de)輻射面(mian)。二是(shi)集中農(nong)戶數量和規(gui)模，大(da)力發(fa)展農(nong)業合作(zuo)組織。三是(shi)高度(du)重視(shi)網(wang)絡技(ji)術(shu)的(de)(de)發(fa)展，構建渭(wei)南農(nong)產品(pin)(pin)的(de)(de)電商平臺。

（三）以市(shi)場(chang)(chang)(chang)供(gong)求為依據，形成有競爭力的(de)價(jia)(jia)格(ge)(ge)體系。價(jia)(jia)格(ge)(ge)是(shi)買賣雙(shuang)方最(zui)(zui)關(guan)心的(de)問題(ti)，它關(guan)系到雙(shuang)方的(de)切身利益(yi)。在渭南(nan)農(nong)(nong)產品(pin)(pin)市(shi)場(chang)(chang)(chang)中(zhong)(zhong)(zhong)，除按國家規(gui)定(ding)對(dui)特定(ding)的(de)農(nong)(nong)產品(pin)(pin)，如(ru)糧食、棉花(hua)等實行(xing)最(zui)(zui)低(di)保護價(jia)(jia)之外，其(qi)他(ta)的(de)農(nong)(nong)產品(pin)(pin)都(dou)完全(quan)放開，其(qi)價(jia)(jia)格(ge)(ge)由市(shi)場(chang)(chang)(chang)供(gong)求及市(shi)場(chang)(chang)(chang)競爭來決定(ding)。因此，除了政府引(yin)導之外，渭南(nan)的(de)農(nong)(nong)產品(pin)(pin)要根據市(shi)場(chang)(chang)(chang)行(xing)情(qing)，走高(gao)、中(zhong)(zhong)(zhong)、低(di)的(de)價(jia)(jia)格(ge)(ge)線路。其(qi)中(zhong)(zhong)(zhong)，精品(pin)(pin)農(nong)(nong)產品(pin)(pin)走高(gao)價(jia)(jia)格(ge)(ge)路線，主要是(shi)樹立品(pin)(pin)牌和(he)提升市(shi)場(chang)(chang)(chang)的(de)影(ying)響力；一般(ban)農(nong)(nong)產品(pin)(pin)價(jia)(jia)格(ge)(ge)隨(sui)市(shi)場(chang)(chang)(chang)調整，努力擴(kuo)大市(shi)場(chang)(chang)(chang)的(de)銷售量；低(di)端(duan)農(nong)(nong)產品(pin)(pin)低(di)價(jia)(jia)出售，必(bi)要時淘汰出市(shi)場(chang)(chang)(chang)。

篇2

首先，政(zheng)府的(de)(de)(de)(de)(de)(de)政(zheng)策(ce)支持。今年(nian)我(wo)(wo)(wo)國(guo)(guo)為(wei)深入貫徹落實(shi)黨(dang)的(de)(de)(de)(de)(de)(de)十(shi)精神下發(fa)了《國(guo)(guo)務院關(guan)于大(da)(da)力推進(jin)(jin)(jin)信(xin)(xin)息化發(fa)展和(he)(he)切實(shi)保障(zhang)信(xin)(xin)息安全的(de)(de)(de)(de)(de)(de)若(ruo)干意見》(國(guo)(guo)發(fa)〔2012〕23號)，為(wei)加快推進(jin)(jin)(jin)農(nong)業(ye)(ye)(ye)信(xin)(xin)息化，提出具體要求(qiu)、目(mu)標和(he)(he)意見。“十(shi)二五”時(shi)期，河北(bei)省(sheng)將實(shi)現(xian)人(ren)均(jun)國(guo)(guo)民生(sheng)產總(zong)值由(you)4000美(mei)元向6000美(mei)元的(de)(de)(de)(de)(de)(de)跨越，處于協(xie)調推進(jin)(jin)(jin)工業(ye)(ye)(ye)化、城鎮化和(he)(he)農(nong)業(ye)(ye)(ye)現(xian)代(dai)化的(de)(de)(de)(de)(de)(de)黃金(jin)(jin)時(shi)期。當前(qian)，我(wo)(wo)(wo)省(sheng)針對我(wo)(wo)(wo)國(guo)(guo)提出的(de)(de)(de)(de)(de)(de)加快推進(jin)(jin)(jin)農(nong)業(ye)(ye)(ye)信(xin)(xin)息化的(de)(de)(de)(de)(de)(de)相關(guan)意見，提出以促(cu)進(jin)(jin)(jin)農(nong)業(ye)(ye)(ye)經營(ying)網絡(luo)化為(wei)目(mu)標，大(da)(da)力發(fa)展電子商務，創新農(nong)產品(pin)流通方式，促(cu)進(jin)(jin)(jin)農(nong)產品(pin)產銷(xiao)銜接。其(qi)次，巨(ju)(ju)大(da)(da)的(de)(de)(de)(de)(de)(de)潛(qian)力市場(chang)。從我(wo)(wo)(wo)省(sheng)及我(wo)(wo)(wo)國(guo)(guo)逐年(nian)擴大(da)(da)的(de)(de)(de)(de)(de)(de)網民規(gui)模分析，我(wo)(wo)(wo)省(sheng)及國(guo)(guo)內存在眾多的(de)(de)(de)(de)(de)(de)潛(qian)在客(ke)戶(hu)。當前(qian)我(wo)(wo)(wo)省(sheng)進(jin)(jin)(jin)行網絡(luo)購(gou)物的(de)(de)(de)(de)(de)(de)群(qun)體的(de)(de)(de)(de)(de)(de)年(nian)齡(ling)段在20到40歲(sui)之(zhi)間，目(mu)標群(qun)體主要是學校(xiao)師生(sheng)、機關(guan)行政(zheng)人(ren)員、媒體和(he)(he)金(jin)(jin)融的(de)(de)(de)(de)(de)(de)從業(ye)(ye)(ye)人(ren)員等。這(zhe)些目(mu)標人(ren)群(qun)(除去在校(xiao)學生(sheng))月(yue)收入在2500以上(shang)的(de)(de)(de)(de)(de)(de)比例達到60%左右，他們對于日常(chang)生(sheng)活(huo)中的(de)(de)(de)(de)(de)(de)瓜(gua)果蔬菜等綠色農(nong)產品(pin)的(de)(de)(de)(de)(de)(de)需求(qiu)量是很大(da)(da)的(de)(de)(de)(de)(de)(de)，因此可以預見我(wo)(wo)(wo)省(sheng)的(de)(de)(de)(de)(de)(de)農(nong)產品(pin)網絡(luo)營(ying)銷(xiao)具有巨(ju)(ju)大(da)(da)的(de)(de)(de)(de)(de)(de)市場(chang)潛(qian)力。

二、河北省開展農產品(pin)網絡營銷面臨的挑(tiao)戰分(fen)析

我省(sheng)開展(zhan)農(nong)(nong)產品(pin)(pin)網(wang)絡(luo)(luo)營(ying)銷(xiao)所面(mian)臨的(de)(de)(de)(de)挑戰主(zhu)(zhu)要(yao)(yao)來自于物流(liu)(liu)(liu)(liu)配送方面(mian)。我省(sheng)物流(liu)(liu)(liu)(liu)配送發(fa)(fa)展(zhan)緩慢，省(sheng)內乃(nai)至國內未(wei)形成一(yi)個系統(tong)，未(wei)能達到農(nong)(nong)產品(pin)(pin)網(wang)絡(luo)(luo)營(ying)銷(xiao)對物流(liu)(liu)(liu)(liu)的(de)(de)(de)(de)基(ji)本要(yao)(yao)求。一(yi)般(ban)產品(pin)(pin)的(de)(de)(de)(de)網(wang)絡(luo)(luo)營(ying)銷(xiao)的(de)(de)(de)(de)流(liu)(liu)(liu)(liu)通主(zhu)(zhu)要(yao)(yao)分為兩部(bu)(bu)分：一(yi)部(bu)(bu)分就(jiu)是(shi)商(shang)流(liu)(liu)(liu)(liu)，既網(wang)上的(de)(de)(de)(de)查詢、購物、支付等(deng)；另一(yi)部(bu)(bu)分就(jiu)是(shi)物流(liu)(liu)(liu)(liu)，既訂(ding)貨成功之(zhi)后的(de)(de)(de)(de)送貨的(de)(de)(de)(de)環節，既物流(liu)(liu)(liu)(liu)配送。網(wang)絡(luo)(luo)營(ying)銷(xiao)的(de)(de)(de)(de)順利進行(xing)需要(yao)(yao)的(de)(de)(de)(de)是(shi)兩者(zhe)之(zhi)間的(de)(de)(de)(de)協調與合(he)作(zuo)。當(dang)前(qian)我省(sheng)農(nong)(nong)產品(pin)(pin)網(wang)絡(luo)(luo)營(ying)銷(xiao)的(de)(de)(de)(de)交易是(shi)分散的(de)(de)(de)(de)，要(yao)(yao)求物流(liu)(liu)(liu)(liu)做(zuo)到小(xiao)批量、分散配送。然(ran)而，送貨量過(guo)小(xiao)及用戶過(guo)于分散等(deng)問(wen)題將造成物流(liu)(liu)(liu)(liu)配送企(qi)業成本過(guo)高，不利于企(qi)業的(de)(de)(de)(de)長期生(sheng)存與發(fa)(fa)展(zhan)。伴隨(sui)著(zhu)農(nong)(nong)產品(pin)(pin)網(wang)絡(luo)(luo)營(ying)銷(xiao)的(de)(de)(de)(de)發(fa)(fa)展(zhan)，河北(bei)省(sheng)的(de)(de)(de)(de)物流(liu)(liu)(liu)(liu)配送行(xing)業已經不能跟(gen)上網(wang)絡(luo)(luo)營(ying)銷(xiao)的(de)(de)(de)(de)發(fa)(fa)展(zhan)步伐。

三、結論

篇3

當前，江(jiang)(jiang)漢(han)(han)平原(yuan)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)的(de)(de)(de)(de)(de)銷(xiao)(xiao)(xiao)售(shou)面(mian)(mian)臨以(yi)下問題(ti)，嚴(yan)重制(zhi)約了(le)(le)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)的(de)(de)(de)(de)(de)銷(xiao)(xiao)(xiao)售(shou)。第(di)(di)一(yi)(yi)，江(jiang)(jiang)漢(han)(han)平原(yuan)地(di)區(qu)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)生產(chan)(chan)(chan)(chan)(chan)(chan)不夠(gou)規(gui)模(mo)化(hua)。在江(jiang)(jiang)漢(han)(han)平原(yuan)地(di)區(qu)，農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)的(de)(de)(de)(de)(de)種(zhong)(zhong)(zhong)(zhong)(zhong)植以(yi)個(ge)體(ti)戶為主(zhu)，農(nong)(nong)(nong)(nong)(nong)(nong)村個(ge)體(ti)戶，農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)生產(chan)(chan)(chan)(chan)(chan)(chan)較為分(fen)散(san)、單一(yi)(yi)且提供(gong)給(gei)市(shi)(shi)場(chang)(chang)的(de)(de)(de)(de)(de)數量(liang)(liang)(liang)有限(xian)。傳統的(de)(de)(de)(de)(de)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)供(gong)應(ying)為菜農(nong)(nong)(nong)(nong)(nong)(nong)種(zhong)(zhong)(zhong)(zhong)(zhong)植，菜販(fan)收購，再(zai)以(yi)攤點零售(shou)的(de)(de)(de)(de)(de)形式到(dao)達(da)市(shi)(shi)民的(de)(de)(de)(de)(de)餐桌上，在江(jiang)(jiang)漢(han)(han)平原(yuan)地(di)區(qu)某些城(cheng)鎮農(nong)(nong)(nong)(nong)(nong)(nong)村地(di)區(qu)，也(ye)(ye)有部分(fen)菜農(nong)(nong)(nong)(nong)(nong)(nong)直(zhi)接在早市(shi)(shi)、小型(xing)集市(shi)(shi)、機動市(shi)(shi)場(chang)(chang)等進行直(zhi)接銷(xiao)(xiao)(xiao)售(shou)。這些都是不夠(gou)規(gui)模(mo)化(hua)，整體(ti)應(ying)對(dui)市(shi)(shi)場(chang)(chang)風險能(neng)(neng)力(li)差。第(di)(di)二，菜農(nong)(nong)(nong)(nong)(nong)(nong)不能(neng)(neng)預(yu)見農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)市(shi)(shi)場(chang)(chang)行情。農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)種(zhong)(zhong)(zhong)(zhong)(zhong)植信(xin)息預(yu)警(jing)缺位，農(nong)(nong)(nong)(nong)(nong)(nong)民種(zhong)(zhong)(zhong)(zhong)(zhong)菜“跟著(zhu)感覺走”，現(xian)(xian)在出(chu)(chu)現(xian)(xian)賣菜難(nan)現(xian)(xian)象的(de)(de)(de)(de)(de)只是部分(fen)地(di)區(qu)和部分(fen)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)品(pin)(pin)(pin)種(zhong)(zhong)(zhong)(zhong)(zhong)，如果信(xin)息引(yin)導不到(dao)位，農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)種(zhong)(zhong)(zhong)(zhong)(zhong)植面(mian)(mian)積因此大幅下降，可能(neng)(neng)明年又會出(chu)(chu)現(xian)(xian)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)價(jia)格大漲(zhang)的(de)(de)(de)(de)(de)情況，一(yi)(yi)種(zhong)(zhong)(zhong)(zhong)(zhong)傾(qing)向(xiang)掩蓋另一(yi)(yi)種(zhong)(zhong)(zhong)(zhong)(zhong)傾(qing)向(xiang)，周而復始(shi)，建立一(yi)(yi)套貫(guan)穿產(chan)(chan)(chan)(chan)(chan)(chan)前、產(chan)(chan)(chan)(chan)(chan)(chan)中、產(chan)(chan)(chan)(chan)(chan)(chan)后的(de)(de)(de)(de)(de)信(xin)息引(yin)導和預(yu)警(jing)系統至關(guan)重要(yao)。第(di)(di)三，農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)出(chu)(chu)現(xian)(xian)質量(liang)(liang)(liang)安全(quan)問題(ti)。由于農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)，以(yi)增(zeng)加農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)供(gong)應(ying)，在生產(chan)(chan)(chan)(chan)(chan)(chan)大量(liang)(liang)(liang)使用農(nong)(nong)(nong)(nong)(nong)(nong)藥(yao)，激素，肥料供(gong)給(gei)不足。農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)農(nong)(nong)(nong)(nong)(nong)(nong)藥(yao)殘留的(de)(de)(de)(de)(de)增(zeng)加，不僅污染環(huan)境和農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)中農(nong)(nong)(nong)(nong)(nong)(nong)藥(yao)殘留量(liang)(liang)(liang)嚴(yan)重超標。農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)農(nong)(nong)(nong)(nong)(nong)(nong)藥(yao)殘留的(de)(de)(de)(de)(de)增(zeng)加，不僅污染環(huan)境，破壞生態平衡，而且嚴(yan)重影響人(ren)們身體(ti)健(jian)康(kang)。第(di)(di)四，農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)市(shi)(shi)場(chang)(chang)缺乏農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)品(pin)(pin)(pin)牌(pai)管(guan)理。農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)品(pin)(pin)(pin)牌(pai)的(de)(de)(de)(de)(de)意義非常大，品(pin)(pin)(pin)牌(pai)確立的(de)(de)(de)(de)(de)是農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)在消(xiao)費(fei)(fei)者(zhe)心目中的(de)(de)(de)(de)(de)形象。除(chu)了(le)(le)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)質量(liang)(liang)(liang)還包括其余的(de)(de)(de)(de)(de)附加價(jia)值，服(fu)(fu)務企(qi)業的(de)(de)(de)(de)(de)質量(liang)(liang)(liang)，兌現(xian)(xian)承諾給(gei)消(xiao)費(fei)(fei)者(zhe)的(de)(de)(de)(de)(de)情況下，消(xiao)費(fei)(fei)者(zhe)的(de)(de)(de)(de)(de)滿(man)意度(du)因素的(de)(de)(de)(de)(de)程(cheng)度(du)也(ye)(ye)包括在內。企(qi)業樹立品(pin)(pin)(pin)牌(pai)必須(xu)有一(yi)(yi)個(ge)全(quan)面(mian)(mian)的(de)(de)(de)(de)(de)思考和規(gui)劃戰略，摒棄短期行為，切實提高產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)質量(liang)(liang)(liang)和服(fu)(fu)務水平。腳踏實地(di)的(de)(de)(de)(de)(de)為消(xiao)費(fei)(fei)者(zhe)服(fu)(fu)務。廣告是企(qi)業樹立品(pin)(pin)(pin)牌(pai)的(de)(de)(de)(de)(de)輔助(zhu)手段，品(pin)(pin)(pin)牌(pai)是只與(yu)廣告的(de)(de)(de)(de)(de)形象一(yi)(yi)致會產(chan)(chan)(chan)(chan)(chan)(chan)生強化(hua)。信(xin)得過的(de)(de)(de)(de)(de)質量(liang)(liang)(liang)，能(neng)(neng)兌現(xian)(xian)的(de)(de)(de)(de)(de)承諾，對(dui)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)品(pin)(pin)(pin)牌(pai)的(de)(de)(de)(de)(de)管(guan)理至關(guan)重要(yao)。第(di)(di)五，農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)市(shi)(shi)場(chang)(chang)尚未開(kai)發網(wang)(wang)(wang)絡(luo)(luo)市(shi)(shi)場(chang)(chang)。中國(guo)網(wang)(wang)(wang)民位居全(quan)球第(di)(di)一(yi)(yi)。巨大的(de)(de)(de)(de)(de)網(wang)(wang)(wang)民人(ren)數，給(gei)企(qi)業帶來(lai)了(le)(le)巨大的(de)(de)(de)(de)(de)潛在商機。隨(sui)著(zhu)互聯(lian)網(wang)(wang)(wang)時代的(de)(de)(de)(de)(de)到(dao)來(lai)和消(xiao)費(fei)(fei)習慣的(de)(de)(de)(de)(de)改變(bian)，網(wang)(wang)(wang)上巨大的(de)(de)(de)(de)(de)消(xiao)費(fei)(fei)群體(ti)給(gei)網(wang)(wang)(wang)絡(luo)(luo)營(ying)銷(xiao)(xiao)(xiao)提供(gong)了(le)(le)廣闊的(de)(de)(de)(de)(de)空間。網(wang)(wang)(wang)絡(luo)(luo)營(ying)銷(xiao)(xiao)(xiao)的(de)(de)(de)(de)(de)便利(li)性無疑是一(yi)(yi)"重型(xing)炮彈"，將對(dui)整個(ge)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)營(ying)銷(xiao)(xiao)(xiao)產(chan)(chan)(chan)(chan)(chan)(chan)生巨大的(de)(de)(de)(de)(de)改變(bian)。

二、江漢平原地區農產(chan)品市場的營(ying)銷模式分(fen)析

江(jiang)漢平(ping)(ping)(ping)原(yuan)(yuan)(yuan)的(de)(de)(de)(de)(de)(de)(de)(de)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)可以(yi)采(cai)用(yong)以(yi)下銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)模(mo)(mo)(mo)(mo)式(shi)(shi)(shi)(shi)進(jin)行(xing)，以(yi)提(ti)高(gao)(gao)(gao)(gao)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)量(liang)(liang)(liang)。第(di)(di)一(yi)(yi)，直銷(xiao)(xiao)(xiao)模(mo)(mo)(mo)(mo)式(shi)(shi)(shi)(shi)。要(yao)推動(dong)(dong)江(jiang)漢平(ping)(ping)(ping)原(yuan)(yuan)(yuan)地(di)(di)區(qu)(qu)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)業(ye)(ye)經(jing)營(ying)(ying)，引(yin)導(dao)(dao)(dao)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)從生(sheng)(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)者(zhe)轉變成(cheng)生(sheng)(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)經(jing)營(ying)(ying)者(zhe)，引(yin)導(dao)(dao)(dao)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)與(yu)企(qi)(qi)業(ye)(ye)、市(shi)(shi)(shi)(shi)場(chang)(chang)(chang)、消費(fei)者(zhe)的(de)(de)(de)(de)(de)(de)(de)(de)對接，提(ti)高(gao)(gao)(gao)(gao)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)業(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)規(gui)模(mo)(mo)(mo)(mo)化(hua)(hua)和(he)(he)(he)(he)(he)(he)集(ji)約化(hua)(hua)程(cheng)度(du)，完(wan)善(shan)直銷(xiao)(xiao)(xiao)市(shi)(shi)(shi)(shi)場(chang)(chang)(chang)體(ti)系建設，通過(guo)各(ge)種(zhong)渠(qu)(qu)(qu)道(dao)(dao)(dao)和(he)(he)(he)(he)(he)(he)方(fang)(fang)式(shi)(shi)(shi)(shi)將(jiang)(jiang)(jiang)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)區(qu)(qu)與(yu)銷(xiao)(xiao)(xiao)區(qu)(qu)對接，，減少中(zhong)(zhong)間流(liu)通環節(jie)，從而提(ti)高(gao)(gao)(gao)(gao)流(liu)通的(de)(de)(de)(de)(de)(de)(de)(de)效(xiao)(xiao)率，實(shi)(shi)(shi)現江(jiang)漢平(ping)(ping)(ping)原(yuan)(yuan)(yuan)地(di)(di)區(qu)(qu)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)(de)直銷(xiao)(xiao)(xiao)。第(di)(di)二，農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)校對接模(mo)(mo)(mo)(mo)式(shi)(shi)(shi)(shi)。江(jiang)漢平(ping)(ping)(ping)原(yuan)(yuan)(yuan)地(di)(di)區(qu)(qu)小(xiao)學(xue)(xue)、初中(zhong)(zhong)、高(gao)(gao)(gao)(gao)中(zhong)(zhong)、大學(xue)(xue)等(deng)(deng)學(xue)(xue)校眾多，這為(wei)(wei)江(jiang)漢平(ping)(ping)(ping)原(yuan)(yuan)(yuan)地(di)(di)區(qu)(qu)“農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)校對接”模(mo)(mo)(mo)(mo)式(shi)(shi)(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)(de)成(cheng)功提(ti)供(gong)了(le)(le)(le)市(shi)(shi)(shi)(shi)場(chang)(chang)(chang)，也避免了(le)(le)(le)種(zhong)植的(de)(de)(de)(de)(de)(de)(de)(de)盲目性和(he)(he)(he)(he)(he)(he)跟風(feng)(feng)，穩定了(le)(le)(le)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)渠(qu)(qu)(qu)道(dao)(dao)(dao)和(he)(he)(he)(he)(he)(he)價格(ge)，保證了(le)(le)(le)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)量(liang)(liang)(liang)，同時(shi)，還(huan)減少了(le)(le)(le)流(liu)通環節(jie)，降低(di)了(le)(le)(le)流(liu)通成(cheng)本(ben)，給學(xue)(xue)生(sheng)(sheng)也帶(dai)來(lai)(lai)(lai)了(le)(le)(le)實(shi)(shi)(shi)惠，給種(zhong)植企(qi)(qi)業(ye)(ye)帶(dai)來(lai)(lai)(lai)了(le)(le)(le)效(xiao)(xiao)益。第(di)(di)三，農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)村合(he)作(zuo)(zuo)社主導(dao)(dao)(dao)型(xing)。發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)村合(he)作(zuo)(zuo)社型(xing)營(ying)(ying)銷(xiao)(xiao)(xiao)渠(qu)(qu)(qu)道(dao)(dao)(dao)模(mo)(mo)(mo)(mo)式(shi)(shi)(shi)(shi)，以(yi)應(ying)對變幻莫(mo)測的(de)(de)(de)(de)(de)(de)(de)(de)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)(shi)場(chang)(chang)(chang)的(de)(de)(de)(de)(de)(de)(de)(de)風(feng)(feng)險(xian)。經(jing)濟合(he)作(zuo)(zuo)組織(zhi)，農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)民(min)的(de)(de)(de)(de)(de)(de)(de)(de)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)從引(yin)導(dao)(dao)(dao)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)民(min)生(sheng)(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)和(he)(he)(he)(he)(he)(he)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)集(ji)成(cheng)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)生(sheng)(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)，市(shi)(shi)(shi)(shi)場(chang)(chang)(chang)信(xin)(xin)息和(he)(he)(he)(he)(he)(he)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)，農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)(de)質量(liang)(liang)(liang)和(he)(he)(he)(he)(he)(he)安全(quan)性，具有(you)(you)(you)一(yi)(yi)定生(sheng)(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)規(gui)模(mo)(mo)(mo)(mo)，增強市(shi)(shi)(shi)(shi)場(chang)(chang)(chang)地(di)(di)位，更有(you)(you)(you)效(xiao)(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)各(ge)個方(fang)(fang)面(mian)之間的(de)(de)(de)(de)(de)(de)(de)(de)橋梁，是(shi)(shi)(shi)對不可預見的(de)(de)(de)(de)(de)(de)(de)(de)市(shi)(shi)(shi)(shi)場(chang)(chang)(chang)風(feng)(feng)險(xian)。農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)業(ye)(ye)合(he)作(zuo)(zuo)社模(mo)(mo)(mo)(mo)式(shi)(shi)(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)(de)發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)有(you)(you)(you)利(li)于(yu)完(wan)善(shan)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)(de)安全(quan)生(sheng)(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)模(mo)(mo)(mo)(mo)式(shi)(shi)(shi)(shi)和(he)(he)(he)(he)(he)(he)操作(zuo)(zuo)規(gui)程(cheng)，提(ti)高(gao)(gao)(gao)(gao)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)生(sheng)(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)集(ji)約化(hua)(hua)生(sheng)(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)，提(ti)高(gao)(gao)(gao)(gao)總體(ti)效(xiao)(xiao)益。這可能會發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)成(cheng)為(wei)(wei)“農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)組織(zhi)主導(dao)(dao)(dao)型(xing)”農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)營(ying)(ying)銷(xiao)(xiao)(xiao)渠(qu)(qu)(qu)道(dao)(dao)(dao)模(mo)(mo)(mo)(mo)式(shi)(shi)(shi)(shi)。第(di)(di)四，零售(shou)(shou)(shou)(shou)商(shang)主導(dao)(dao)(dao)型(xing)。創(chuang)新(xin)終(zhong)端零售(shou)(shou)(shou)(shou)組織(zhi)，發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)“零售(shou)(shou)(shou)(shou)商(shang)主導(dao)(dao)(dao)型(xing)”農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)營(ying)(ying)銷(xiao)(xiao)(xiao)渠(qu)(qu)(qu)道(dao)(dao)(dao)模(mo)(mo)(mo)(mo)式(shi)(shi)(shi)(shi)，連鎖超市(shi)(shi)(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)(de)快速發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)、對農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)供(gong)應(ying)商(shang)的(de)(de)(de)(de)(de)(de)(de)(de)要(yao)求越來(lai)(lai)(lai)越高(gao)(gao)(gao)(gao)，要(yao)求農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)(de)數量(liang)(liang)(liang)和(he)(he)(he)(he)(he)(he)供(gong)應(ying)鏈(lian)管(guan)理水平(ping)(ping)(ping)越來(lai)(lai)(lai)越高(gao)(gao)(gao)(gao)，但(dan)連鎖超市(shi)(shi)(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)(de)發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)在(zai)受到配(pei)送(song)體(ti)系的(de)(de)(de)(de)(de)(de)(de)(de)約束和(he)(he)(he)(he)(he)(he)限(xian)制，建立(li)和(he)(he)(he)(he)(he)(he)完(wan)善(shan)現代(dai)化(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)(de)配(pei)送(song)中(zhong)(zhong)心(xin)成(cheng)為(wei)(wei)超市(shi)(shi)(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)(de)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)采(cai)購管(guan)理中(zhong)(zhong)非常(chang)重(zhong)要(yao)的(de)(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)部(bu)(bu)分。建立(li)現代(dai)化(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)(de)配(pei)送(song)中(zhong)(zhong)心(xin)，提(ti)高(gao)(gao)(gao)(gao)響應(ying)速度(du)和(he)(he)(he)(he)(he)(he)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)系統(tong)的(de)(de)(de)(de)(de)(de)(de)(de)效(xiao)(xiao)率。采(cai)用(yong)低(di)溫制冷技(ji)術，以(yi)減少運輸環節(jie)的(de)(de)(de)(de)(de)(de)(de)(de)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)腐爛損(sun)失和(he)(he)(he)(he)(he)(he)污染的(de)(de)(de)(de)(de)(de)(de)(de)可能性。第(di)(di)五(wu)，龍(long)(long)(long)(long)頭(tou)企(qi)(qi)業(ye)(ye)帶(dai)動(dong)(dong)模(mo)(mo)(mo)(mo)式(shi)(shi)(shi)(shi)。龍(long)(long)(long)(long)頭(tou)企(qi)(qi)業(ye)(ye)帶(dai)動(dong)(dong)模(mo)(mo)(mo)(mo)式(shi)(shi)(shi)(shi)，龍(long)(long)(long)(long)頭(tou)企(qi)(qi)業(ye)(ye)帶(dai)動(dong)(dong)江(jiang)漢平(ping)(ping)(ping)原(yuan)(yuan)(yuan)地(di)(di)區(qu)(qu)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)(de)發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)。龍(long)(long)(long)(long)頭(tou)規(gui)模(mo)(mo)(mo)(mo)企(qi)(qi)業(ye)(ye)模(mo)(mo)(mo)(mo)式(shi)(shi)(shi)(shi)是(shi)(shi)(shi)以(yi)實(shi)(shi)(shi)力較大的(de)(de)(de)(de)(de)(de)(de)(de)企(qi)(qi)業(ye)(ye)，圍(wei)繞(rao)一(yi)(yi)種(zhong)或幾種(zhong)主要(yao)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)(de)生(sheng)(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)、加工(gong)、銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)，在(zai)生(sheng)(sheng)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)基地(di)(di)和(he)(he)(he)(he)(he)(he)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)實(shi)(shi)(shi)行(xing)合(he)作(zuo)(zuo)種(zhong)植，進(jin)行(xing)一(yi)(yi)體(ti)化(hua)(hua)經(jing)營(ying)(ying)，形(xing)成(cheng)“風(feng)(feng)險(xian)共(gong)擔、利(li)益共(gong)享”的(de)(de)(de)(de)(de)(de)(de)(de)經(jing)濟共(gong)同體(ti)。實(shi)(shi)(shi)際行(xing)動(dong)(dong)中(zhong)(zhong)“龍(long)(long)(long)(long)頭(tou)企(qi)(qi)業(ye)(ye)”和(he)(he)(he)(he)(he)(he)聯(lian)結農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)協作(zuo)(zuo)，進(jin)行(xing)專(zhuan)業(ye)(ye)協作(zuo)(zuo)分工(gong)，由龍(long)(long)(long)(long)頭(tou)企(qi)(qi)業(ye)(ye)提(ti)供(gong)種(zhong)植資源和(he)(he)(he)(he)(he)(he)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)渠(qu)(qu)(qu)道(dao)(dao)(dao)。第(di)(di)六，品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)管(guan)理模(mo)(mo)(mo)(mo)式(shi)(shi)(shi)(shi)。發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)江(jiang)漢平(ping)(ping)(ping)原(yuan)(yuan)(yuan)地(di)(di)區(qu)(qu)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)戰略，創(chuang)建農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)，為(wei)(wei)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)贏得市(shi)(shi)(shi)(shi)場(chang)(chang)(chang)，為(wei)(wei)江(jiang)漢平(ping)(ping)(ping)原(yuan)(yuan)(yuan)地(di)(di)區(qu)(qu)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)增值。創(chuang)知名農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)是(shi)(shi)(shi)提(ti)高(gao)(gao)(gao)(gao)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)量(liang)(liang)(liang)和(he)(he)(he)(he)(he)(he)提(ti)高(gao)(gao)(gao)(gao)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)民(min)收入的(de)(de)(de)(de)(de)(de)(de)(de)根本(ben)途(tu)徑。要(yao)搞好農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)戰略，一(yi)(yi)方(fang)(fang)面(mian),積極利(li)用(yong)各(ge)種(zhong)政府(fu)公(gong)共(gong)平(ping)(ping)(ping)臺和(he)(he)(he)(he)(he)(he)公(gong)共(gong)政策，大力宣(xuan)傳(chuan)(chuan)，樹(shu)立(li)良好的(de)(de)(de)(de)(de)(de)(de)(de)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)形(xing)象，,引(yin)導(dao)(dao)(dao)好百(bai)姓(xing)消費(fei)形(xing)成(cheng)正確的(de)(de)(de)(de)(de)(de)(de)(de)消費(fei)觀(guan)，,增大有(you)(you)(you)效(xiao)(xiao)需(xu)求。另一(yi)(yi)方(fang)(fang)面(mian),農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)業(ye)(ye)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)業(ye)(ye)化(hua)(hua)經(jing)營(ying)(ying)企(qi)(qi)業(ye)(ye)要(yao)積極參與(yu)外部(bu)(bu)社會活動(dong)(dong),增進(jin)與(yu)渠(qu)(qu)(qu)道(dao)(dao)(dao)下游的(de)(de)(de)(de)(de)(de)(de)(de)關(guan)系,樹(shu)立(li)良好的(de)(de)(de)(de)(de)(de)(de)(de)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)形(xing)象,提(ti)高(gao)(gao)(gao)(gao)企(qi)(qi)業(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)知名度(du)和(he)(he)(he)(he)(he)(he)美譽度(du)，通過(guo)公(gong)共(gong)關(guan)系達到宣(xuan)傳(chuan)(chuan)促(cu)銷(xiao)(xiao)(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)目的(de)(de)(de)(de)(de)(de)(de)(de)。農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)業(ye)(ye)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)業(ye)(ye)化(hua)(hua)經(jing)營(ying)(ying)系統(tong)模(mo)(mo)(mo)(mo)式(shi)(shi)(shi)(shi)，還(huan)可以(yi)利(li)用(yong)電視，電臺，網(wang)(wang)絡(luo)，微信(xin)(xin)等(deng)(deng)各(ge)種(zhong)媒體(ti)渠(qu)(qu)(qu)道(dao)(dao)(dao)為(wei)(wei)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)等(deng)(deng)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)營(ying)(ying)銷(xiao)(xiao)(xiao)戰略創(chuang)造(zao)有(you)(you)(you)利(li)的(de)(de)(de)(de)(de)(de)(de)(de)外部(bu)(bu)環境。第(di)(di)七(qi)，網(wang)(wang)絡(luo)營(ying)(ying)銷(xiao)(xiao)(xiao)模(mo)(mo)(mo)(mo)式(shi)(shi)(shi)(shi)。農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)網(wang)(wang)絡(luo)營(ying)(ying)銷(xiao)(xiao)(xiao)模(mo)(mo)(mo)(mo)式(shi)(shi)(shi)(shi)，是(shi)(shi)(shi)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)未(wei)來(lai)(lai)(lai)的(de)(de)(de)(de)(de)(de)(de)(de)新(xin)營(ying)(ying)銷(xiao)(xiao)(xiao)模(mo)(mo)(mo)(mo)式(shi)(shi)(shi)(shi)，網(wang)(wang)絡(luo)市(shi)(shi)(shi)(shi)場(chang)(chang)(chang)將(jiang)(jiang)(jiang)是(shi)(shi)(shi)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)市(shi)(shi)(shi)(shi)場(chang)(chang)(chang)新(xin)的(de)(de)(de)(de)(de)(de)(de)(de)市(shi)(shi)(shi)(shi)場(chang)(chang)(chang)中(zhong)(zhong)國(guo)網(wang)(wang)絡(luo)市(shi)(shi)(shi)(shi)場(chang)(chang)(chang)迅猛發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)，從當前國(guo)內企(qi)(qi)業(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)渠(qu)(qu)(qu)道(dao)(dao)(dao)上來(lai)(lai)(lai)看，網(wang)(wang)絡(luo)營(ying)(ying)銷(xiao)(xiao)(xiao)是(shi)(shi)(shi)一(yi)(yi)種(zhong)必然(ran)的(de)(de)(de)(de)(de)(de)(de)(de)營(ying)(ying)銷(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)。企(qi)(qi)業(ye)(ye)網(wang)(wang)站一(yi)(yi)般都被賦予(yu)了(le)(le)(le)企(qi)(qi)業(ye)(ye)和(he)(he)(he)(he)(he)(he)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)展(zhan)(zhan)(zhan)(zhan)示、在(zai)線交(jiao)易、供(gong)應(ying)鏈(lian)管(guan)理等(deng)(deng)使命。隨(sui)著互聯(lian)網(wang)(wang)時(shi)代(dai)的(de)(de)(de)(de)(de)(de)(de)(de)到來(lai)(lai)(lai)，大量(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)中(zhong)(zhong)小(xiao)企(qi)(qi)業(ye)(ye)通過(guo)網(wang)(wang)絡(luo)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)平(ping)(ping)(ping)臺為(wei)(wei)他們(men)帶(dai)來(lai)(lai)(lai)客戶(hu)，促(cu)進(jin)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)，參與(yu)了(le)(le)(le)全(quan)球競爭。網(wang)(wang)絡(luo)發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)，網(wang)(wang)站、博客、微信(xin)(xin)成(cheng)為(wei)(wei)企(qi)(qi)業(ye)(ye)營(ying)(ying)銷(xiao)(xiao)(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)重(zhong)要(yao)手段和(he)(he)(he)(he)(he)(he)方(fang)(fang)式(shi)(shi)(shi)(shi)，也可以(yi)給消費(fei)者(zhe)展(zhan)(zhan)(zhan)(zhan)示農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)，有(you)(you)(you)利(li)于(yu)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)(de)(de)(de)(de)建立(li)。農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)網(wang)(wang)絡(luo)營(ying)(ying)銷(xiao)(xiao)(xiao)模(mo)(mo)(mo)(mo)式(shi)(shi)(shi)(shi)，將(jiang)(jiang)(jiang)是(shi)(shi)(shi)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)新(xin)的(de)(de)(de)(de)(de)(de)(de)(de)營(ying)(ying)銷(xiao)(xiao)(xiao)模(mo)(mo)(mo)(mo)式(shi)(shi)(shi)(shi)，因(yin)此發(fa)(fa)展(zhan)(zhan)(zhan)(zhan)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)產(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)(pin)網(wang)(wang)絡(luo)營(ying)(ying)銷(xiao)(xiao)(xiao)非常(chang)必要(yao)。

三、總結

篇4

農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)營(ying)(ying)(ying)銷(xiao)(xiao)渠(qu)道(dao)成(cheng)員(yuan)的(de)(de)(de)選(xuan)(xuan)(xuan)擇(ze)實(shi)質上就是選(xuan)(xuan)(xuan)擇(ze)農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)營(ying)(ying)(ying)銷(xiao)(xiao)的(de)(de)(de)合作者或戰略伙(huo)伴，由于(yu)農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)的(de)(de)(de)屬性特點，營(ying)(ying)(ying)銷(xiao)(xiao)渠(qu)道(dao)成(cheng)員(yuan)選(xuan)(xuan)(xuan)擇(ze)往往比工業產(chan)(chan)(chan)(chan)品(pin)更(geng)加嚴格。由于(yu)農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)營(ying)(ying)(ying)銷(xiao)(xiao)渠(qu)道(dao)基(ji)本成(cheng)員(yuan)是農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)營(ying)(ying)(ying)銷(xiao)(xiao)渠(qu)道(dao)的(de)(de)(de)主要成(cheng)員(yuan)，因此，科學地選(xuan)(xuan)(xuan)擇(ze)農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)營(ying)(ying)(ying)銷(xiao)(xiao)渠(qu)道(dao)基(ji)本成(cheng)員(yuan)，對于(yu)實(shi)現(xian)(xian)農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)營(ying)(ying)(ying)銷(xiao)(xiao)的(de)(de)(de)目(mu)標具(ju)有重要的(de)(de)(de)現(xian)(xian)實(shi)意義。本文把通過調查、分析確定的(de)(de)(de)農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)營(ying)(ying)(ying)銷(xiao)(xiao)渠(qu)道(dao)基(ji)本成(cheng)員(yuan)應(ying)具(ju)備的(de)(de)(de)能(neng)(neng)力(li)分為(wei)物流(liu)能(neng)(neng)力(li)，信息能(neng)(neng)力(li)，盈利能(neng)(neng)力(li)，管理能(neng)(neng)力(li)和服務(wu)能(neng)(neng)力(li)5個(ge)一級(ji)(ji)(ji)指標，每個(ge)一級(ji)(ji)(ji)下又分為(wei)若干個(ge)二(er)級(ji)(ji)(ji)指標，共(gong)計(ji)13個(ge)二(er)級(ji)(ji)(ji)指標，利用AHP的(de)(de)(de)一個(ge)輔助(zhu)軟件yaahp6.0建立農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)營(ying)(ying)(ying)銷(xiao)(xiao)渠(qu)道(dao)成(cheng)員(yuan)能(neng)(neng)力(li)評(ping)價決策層次模型(xing)（如圖1）。

1.1物(wu)流能(neng)力(li)(li)(li)(li)(li)物(wu)流能(neng)力(li)(li)(li)(li)(li)的(de)(de)評價(jia)包(bao)括庫(ku)存(cun)能(neng)力(li)(li)(li)(li)(li)、運(yun)輸能(neng)力(li)(li)(li)(li)(li)和(he)配(pei)(pei)送能(neng)力(li)(li)(li)(li)(li)三(san)個二級指標。（1）庫(ku)存(cun)能(neng)力(li)(li)(li)(li)(li)。由于農(nong)(nong)(nong)產品(pin)易(yi)腐(fu)的(de)(de)特性，渠道成(cheng)(cheng)員(yuan)的(de)(de)庫(ku)存(cun)能(neng)力(li)(li)(li)(li)(li)九顯得至關重(zhong)要(yao)(yao)，衡量農(nong)(nong)(nong)產品(pin)銷渠道成(cheng)(cheng)員(yuan)庫(ku)存(cun)能(neng)力(li)(li)(li)(li)(li)的(de)(de)因(yin)素(su)(su)主(zhu)要(yao)(yao)包(bao)括農(nong)(nong)(nong)產品(pin)的(de)(de)貯藏能(neng)力(li)(li)(li)(li)(li)、場地規(gui)模、保鮮(xian)防腐(fu)、防火防盜措施，出庫(ku)入庫(ku)設備及庫(ku)管理人員(yuan)素(su)(su)質等(deng)情(qing)況。（2）運(yun)輸能(neng)力(li)(li)(li)(li)(li)。隨著消(xiao)(xiao)費(fei)(fei)者(zhe)需求提高和(he)現代化農(nong)(nong)(nong)業的(de)(de)發(fa)展(zhan)(zhan)，傳統的(de)(de)運(yun)輸方式(shi)已經不能(neng)有效(xiao)滿足(zu)消(xiao)(xiao)費(fei)(fei)者(zhe)的(de)(de)要(yao)(yao)求和(he)農(nong)(nong)(nong)產品(pin)流通的(de)(de)發(fa)展(zhan)(zhan)趨(qu)勢。消(xiao)(xiao)費(fei)(fei)者(zhe)對農(nong)(nong)(nong)產品(pin)的(de)(de)新鮮(xian)、安全、綠色需要(yao)(yao)日益(yi)突(tu)出，這就要(yao)(yao)求農(nong)(nong)(nong)產品(pin)營(ying)銷渠道成(cheng)(cheng)員(yuan)要(yao)(yao)具(ju)(ju)有高效(xiao)的(de)(de)運(yun)輸能(neng)力(li)(li)(li)(li)(li)，盡量采用(yong)適宜農(nong)(nong)(nong)產品(pin)保鮮(xian)運(yun)輸的(de)(de)車輛。（3）配(pei)(pei)送能(neng)力(li)(li)(li)(li)(li)。此指標主(zhu)要(yao)(yao)考察農(nong)(nong)(nong)產品(pin)營(ying)銷渠道基本成(cheng)(cheng)員(yuan)是否具(ju)(ju)備農(nong)(nong)(nong)產品(pin)分(fen)撿、加工、包(bao)裝、配(pei)(pei)送等(deng)功能(neng)。

1.2信息(xi)(xi)能力在買方市場(chang)(chang)的(de)營(ying)銷環境中，商品(pin)(pin)信息(xi)(xi)和(he)市場(chang)(chang)需(xu)求信息(xi)(xi)流通比商品(pin)(pin)流通本(ben)身更為重要(yao)(yao)，因此(ci)，需(xu)要(yao)(yao)農(nong)產(chan)品(pin)(pin)營(ying)銷渠(qu)道基本(ben)成員應具有較強的(de)信息(xi)(xi)流能力，主要(yao)(yao)包括農(nong)產(chan)品(pin)(pin)信息(xi)(xi)獲(huo)(huo)取(qu)(qu)渠(qu)道和(he)信息(xi)(xi)傳(chuan)遞能力兩個二級指標。（1）信息(xi)(xi)獲(huo)(huo)取(qu)(qu)渠(qu)道。此(ci)指標主要(yao)(yao)考(kao)(kao)察農(nong)產(chan)品(pin)(pin)信息(xi)(xi)獲(huo)(huo)取(qu)(qu)渠(qu)道的(de)廣泛(fan)性(xing)和(he)可靠性(xing)。（2）信息(xi)(xi)傳(chuan)遞能力。此(ci)指標主要(yao)(yao)考(kao)(kao)察農(nong)產(chan)品(pin)(pin)信息(xi)(xi)傳(chuan)遞的(de)及時性(xing)和(he)有效性(xing)。

1.3盈利能(neng)(neng)力(li)(li)(li)(li)盈利能(neng)(neng)力(li)(li)(li)(li)的(de)(de)評價包括銷(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)網絡(luo)覆(fu)蓋(gai)度(du)(du)、銷(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)能(neng)(neng)力(li)(li)(li)(li)和(he)品(pin)(pin)(pin)牌影響力(li)(li)(li)(li)三個二級指(zhi)標。（1）銷(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)網絡(luo)覆(fu)蓋(gai)度(du)(du)。該指(zhi)標主要考(kao)察農產品(pin)(pin)(pin)各渠(qu)(qu)道(dao)(dao)基本成(cheng)員(yuan)(yuan)(yuan)商(shang)品(pin)(pin)(pin)銷(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)的(de)(de)范(fan)圍，包括銷(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)網絡(luo)覆(fu)蓋(gai)的(de)(de)廣(guang)度(du)(du)和(he)密(mi)度(du)(du)。（2）銷(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)能(neng)(neng)力(li)(li)(li)(li)。該指(zhi)標主要代(dai)表了渠(qu)(qu)道(dao)(dao)成(cheng)員(yuan)(yuan)(yuan)的(de)(de)渠(qu)(qu)道(dao)(dao)能(neng)(neng)力(li)(li)(li)(li)，農產品(pin)(pin)(pin)銷(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)的(de)(de)效果表現與(yu)渠(qu)(qu)道(dao)(dao)成(cheng)員(yuan)(yuan)(yuan)銷(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)能(neng)(neng)力(li)(li)(li)(li)有(you)著(zhu)很大(da)的(de)(de)關(guan)系。同時(shi)，渠(qu)(qu)道(dao)(dao)成(cheng)員(yuan)(yuan)(yuan)銷(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)能(neng)(neng)力(li)(li)(li)(li)強(qiang)弱(ruo)，也直(zhi)接影響著(zhu)農產品(pin)(pin)(pin)的(de)(de)流(liu)通(tong)速度(du)(du)。渠(qu)(qu)道(dao)(dao)成(cheng)員(yuan)(yuan)(yuan)的(de)(de)資金實力(li)(li)(li)(li)強(qiang)弱(ruo)，倉儲能(neng)(neng)力(li)(li)(li)(li)的(de)(de)大(da)小(xiao)，運輸工具、客(ke)戶(hu)數量、銷(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)人員(yuan)(yuan)(yuan)的(de)(de)多少，市(shi)場(chang)的(de)(de)覆(fu)蓋(gai)面大(da)小(xiao)，與(yu)客(ke)戶(hu)的(de)(de)合作關(guan)系是否良(liang)好等(deng)等(deng)都(dou)是影響銷(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)能(neng)(neng)力(li)(li)(li)(li)的(de)(de)重(zhong)(zhong)要因(yin)素。（3）品(pin)(pin)(pin)牌影響力(li)(li)(li)(li)。該指(zhi)標是農產品(pin)(pin)(pin)渠(qu)(qu)道(dao)(dao)基本成(cheng)員(yuan)(yuan)(yuan)核(he)心(xin)競(jing)爭力(li)(li)(li)(li)的(de)(de)重(zhong)(zhong)要體現，具有(you)品(pin)(pin)(pin)牌影響力(li)(li)(li)(li)的(de)(de)渠(qu)(qu)道(dao)(dao)成(cheng)員(yuan)(yuan)(yuan)不(bu)僅(jin)能(neng)(neng)夠有(you)效的(de)(de)提高(gao)農產品(pin)(pin)(pin)的(de)(de)銷(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)額，也能(neng)(neng)夠提高(gao)農產品(pin)(pin)(pin)的(de)(de)流(liu)通(tong)效率。

1.4管(guan)理(li)(li)能(neng)(neng)(neng)力(li)(li)管(guan)理(li)(li)能(neng)(neng)(neng)力(li)(li)體(ti)現了渠(qu)(qu)道(dao)成(cheng)(cheng)(cheng)員(yuan)(yuan)的(de)(de)綜(zong)合(he)(he)素質，是(shi)(shi)選擇合(he)(he)格(ge)的(de)(de)農產(chan)品營銷渠(qu)(qu)道(dao)成(cheng)(cheng)(cheng)員(yuan)(yuan)的(de)(de)重(zhong)(zhong)要指標(biao)，良好的(de)(de)管(guan)理(li)(li)能(neng)(neng)(neng)力(li)(li)是(shi)(shi)建立(li)優秀銷售隊伍的(de)(de)前提(ti)(ti)。其中(zhong)，渠(qu)(qu)道(dao)成(cheng)(cheng)(cheng)員(yuan)(yuan)中(zhong)管(guan)理(li)(li)層任職(zhi)是(shi)(shi)否具(ju)有連續(xu)性是(shi)(shi)評(ping)判管(guan)理(li)(li)能(neng)(neng)(neng)力(li)(li)良好與否的(de)(de)重(zhong)(zhong)要依據，如果渠(qu)(qu)道(dao)成(cheng)(cheng)(cheng)員(yuan)(yuan)中(zhong)的(de)(de)管(guan)理(li)(li)層經常發(fa)(fa)生變動，則證明(ming)其管(guan)理(li)(li)能(neng)(neng)(neng)力(li)(li)不穩(wen)定。管(guan)理(li)(li)能(neng)(neng)(neng)力(li)(li)的(de)(de)評(ping)價包括團隊合(he)(he)作(zuo)能(neng)(neng)(neng)力(li)(li)和客(ke)(ke)戶(hu)(hu)管(guan)理(li)(li)能(neng)(neng)(neng)力(li)(li)兩(liang)個二級指標(biao)。（1）團隊合(he)(he)作(zuo)能(neng)(neng)(neng)力(li)(li)。是(shi)(shi)指建立(li)在團隊的(de)(de)基礎之上，能(neng)(neng)(neng)夠(gou)發(fa)(fa)揮團隊精神(shen)、實現成(cheng)(cheng)(cheng)員(yuan)(yuan)之間(jian)互助(zhu)互補以(yi)達(da)到團隊最大工作(zuo)效率(lv)的(de)(de)能(neng)(neng)(neng)力(li)(li)。對于團隊的(de)(de)成(cheng)(cheng)(cheng)員(yuan)(yuan)來說，不僅要有個人能(neng)(neng)(neng)力(li)(li)，更需(xu)要有與其他成(cheng)(cheng)(cheng)員(yuan)(yuan)協調合(he)(he)作(zuo)的(de)(de)能(neng)(neng)(neng)力(li)(li)。（2）客(ke)(ke)戶(hu)(hu)管(guan)理(li)(li)能(neng)(neng)(neng)力(li)(li)。是(shi)(shi)指在對客(ke)(ke)戶(hu)(hu)詳細資料(liao)的(de)(de)深入分析的(de)(de)基礎上，構(gou)建良好的(de)(de)客(ke)(ke)戶(hu)(hu)關系，提(ti)(ti)高(gao)客(ke)(ke)戶(hu)(hu)滿意度和忠(zhong)誠度，進而提(ti)(ti)高(gao)企(qi)業的(de)(de)競爭(zheng)力(li)(li)的(de)(de)一(yi)種能(neng)(neng)(neng)力(li)(li)，其核(he)心是(shi)(shi)客(ke)(ke)戶(hu)(hu)價值管(guan)理(li)(li)。

1.5服務(wu)(wu)能力(li)服務(wu)(wu)能力(li)的(de)評價(jia)包(bao)括銷售(shou)(shou)服務(wu)(wu)水(shui)(shui)平(ping)、信譽度(du)(du)(du)和顧客(ke)滿意(yi)度(du)(du)(du)三個(ge)二級指標。（1）銷售(shou)(shou)服務(wu)(wu)水(shui)(shui)平(ping)。農(nong)產(chan)品(pin)的(de)銷售(shou)(shou)服務(wu)(wu)包(bao)括售(shou)(shou)前、售(shou)(shou)前和售(shou)(shou)后(hou)三個(ge)環(huan)節，任(ren)何(he)一(yi)個(ge)環(huan)節存在短(duan)板都會直接影響客(ke)戶對(dui)農(nong)產(chan)品(pin)銷售(shou)(shou)服務(wu)(wu)水(shui)(shui)平(ping)的(de)評價(jia)。（2）信譽度(du)(du)(du)。在農(nong)產(chan)品(pin)流通過程中(zhong)，賒(she)購(gou)和賒(she)銷是農(nong)產(chan)品(pin)營銷渠(qu)(qu)(qu)(qu)道(dao)(dao)(dao)成(cheng)(cheng)員普(pu)遍采用的(de)一(yi)種結(jie)算方(fang)(fang)式，因(yin)此，良好的(de)信譽是農(nong)產(chan)品(pin)營銷渠(qu)(qu)(qu)(qu)道(dao)(dao)(dao)穩定發展的(de)重要(yao)(yao)的(de)保障，也是各渠(qu)(qu)(qu)(qu)道(dao)(dao)(dao)成(cheng)(cheng)員之間合作(zuo)(zuo)的(de)基礎(chu)。（3）顧客(ke)滿意(yi)度(du)(du)(du)。買方(fang)(fang)市場環(huan)境下(xia)，消費(fei)者選(xuan)擇(ze)產(chan)品(pin)時在關注價(jia)格和質(zhi)量的(de)同時，越來越重視購(gou)買的(de)便利性(xing)(xing)、售(shou)(shou)后(hou)服務(wu)(wu)的(de)水(shui)(shui)平(ping)、可(ke)靠性(xing)(xing)等因(yin)素，這些因(yin)素共同作(zuo)(zuo)用形(xing)成(cheng)(cheng)了消費(fei)者對(dui)渠(qu)(qu)(qu)(qu)道(dao)(dao)(dao)成(cheng)(cheng)員的(de)滿意(yi)程度(du)(du)(du)，這也成(cheng)(cheng)為選(xuan)擇(ze)農(nong)產(chan)品(pin)營銷渠(qu)(qu)(qu)(qu)道(dao)(dao)(dao)成(cheng)(cheng)員的(de)重要(yao)(yao)評價(jia)指標。

2計算指標權重數

確(que)定決策層次模型正(zheng)確(que)以后，yaahp6.0軟(ruan)件將據此決策層次模型進(jin)行(xing)解析并生成判(pan)斷矩陣，對判(pan)斷矩陣多次調整，對殘缺判(pan)斷矩陣自動補(bu)全，達到一(yi)致性比例要求(qiu)，然后可(ke)以進(jin)行(xing)總目標/子目標的權重計算。

2.1農(nong)(nong)(nong)產(chan)品(pin)營銷渠道(dao)(dao)主(zhu)要(yao)成(cheng)(cheng)員權重本文選擇(ze)以(yi)渠道(dao)(dao)基本成(cheng)(cheng)員中(zhong)的(de)農(nong)(nong)(nong)戶、農(nong)(nong)(nong)業合作經濟組織、農(nong)(nong)(nong)產(chan)品(pin)批(pi)發市(shi)場、龍頭企(qi)(qi)業和大(da)型超市(shi)為對(dui)象，通過yaahp6.0得到(dao)其在(zai)農(nong)(nong)(nong)產(chan)品(pin)營銷渠道(dao)(dao)中(zhong)的(de)權重。由表1可以(yi)看出，龍頭企(qi)(qi)業在(zai)農(nong)(nong)(nong)產(chan)品(pin)營銷渠道(dao)(dao)主(zhu)要(yao)成(cheng)(cheng)員中(zhong)的(de)權重最大(da)，大(da)型超市(shi)其次，而農(nong)(nong)(nong)戶的(de)權重最低，在(zai)農(nong)(nong)(nong)產(chan)品(pin)營銷渠道(dao)(dao)中(zhong)處于弱勢地位。

2.2一級指標占總目(mu)標的(de)權重通(tong)過yaahp6.0計算(suan)得到農產(chan)品(pin)營銷渠道(dao)成員能(neng)力(li)判斷矩陣一致性比例為(wei)：0.0948；對總目(mu)標的(de)權重為(wei)：1.0000；\lambda_{max}：5.4248。由表(biao)2可以看(kan)出，盈利能(neng)力(li)在農產(chan)品(pin)營銷渠道(dao)成員整體(ti)能(neng)力(li)中(zhong)的(de)權重最大，管(guan)理能(neng)力(li)其次，服務能(neng)力(li)最低，分析原(yuan)因主(zhu)要(yao)是農產(chan)品(pin)中(zhong)大宗產(chan)品(pin)居多，相對于其它消費品(pin)服務要(yao)求較低。

2.3二(er)級(ji)(ji)(ji)指(zhi)標(biao)(biao)(biao)占一(yi)(yi)級(ji)(ji)(ji)指(zhi)標(biao)(biao)(biao)的(de)(de)(de)(de)權(quan)(quan)(quan)重①物(wu)流(liu)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)。通過yaahp6.0計算得(de)到判(pan)(pan)斷矩(ju)陣一(yi)(yi)致(zhi)性比(bi)(bi)例為(wei)(wei)(wei)：0.0904；對(dui)(dui)總(zong)目(mu)標(biao)(biao)(biao)的(de)(de)(de)(de)權(quan)(quan)(quan)重為(wei)(wei)(wei)：0.0802；\lambda_{max}：3.0940，進(jin)而得(de)出(chu)(chu)物(wu)流(liu)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)二(er)級(ji)(ji)(ji)指(zhi)標(biao)(biao)(biao)權(quan)(quan)(quan)重（見(jian)(jian)表(biao)(biao)3）。由(you)(you)表(biao)(biao)3可(ke)以看(kan)出(chu)(chu)，配送(song)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)占物(wu)流(liu)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)的(de)(de)(de)(de)權(quan)(quan)(quan)重最(zui)(zui)大，運輸(shu)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)其(qi)次，庫(ku)存能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)權(quan)(quan)(quan)重最(zui)(zui)小。主要是(shi)因(yin)為(wei)(wei)(wei)農產(chan)品(pin)大多屬于(yu)(yu)(yu)(yu)生鮮產(chan)品(pin)，對(dui)(dui)于(yu)(yu)(yu)(yu)時效性要求(qiu)極高(gao)，因(yin)此對(dui)(dui)于(yu)(yu)(yu)(yu)配送(song)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)和(he)運輸(shu)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)的(de)(de)(de)(de)要求(qiu)遠遠高(gao)于(yu)(yu)(yu)(yu)對(dui)(dui)庫(ku)存能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)的(de)(de)(de)(de)要求(qiu)。②盈利(li)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)。判(pan)(pan)斷矩(ju)陣一(yi)(yi)致(zhi)性比(bi)(bi)例為(wei)(wei)(wei)：0.0176；對(dui)(dui)總(zong)目(mu)標(biao)(biao)(biao)的(de)(de)(de)(de)權(quan)(quan)(quan)重為(wei)(wei)(wei)：0.3579；\lambda_{max}：3.0183，進(jin)而得(de)出(chu)(chu)盈利(li)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)二(er)級(ji)(ji)(ji)指(zhi)標(biao)(biao)(biao)權(quan)(quan)(quan)重。由(you)(you)表(biao)(biao)4可(ke)以看(kan)出(chu)(chu)，銷售能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)占盈利(li)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)的(de)(de)(de)(de)權(quan)(quan)(quan)重最(zui)(zui)大，銷售網絡覆蓋度(du)(du)(du)其(qi)次，品(pin)牌(pai)影響力(li)(li)(li)(li)(li)(li)最(zui)(zui)小。可(ke)見(jian)(jian)目(mu)前(qian)我(wo)國(guo)農產(chan)品(pin)營銷尚(shang)處于(yu)(yu)(yu)(yu)成長期，尚(shang)沒有絕對(dui)(dui)領先的(de)(de)(de)(de)農產(chan)品(pin)品(pin)牌(pai)，農產(chan)品(pin)企業(ye)(ye)發展(zhan)空(kong)間(jian)較大③信(xin)息(xi)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)。判(pan)(pan)斷矩(ju)陣一(yi)(yi)致(zhi)性比(bi)(bi)例為(wei)(wei)(wei)：0.0000；對(dui)(dui)總(zong)目(mu)標(biao)(biao)(biao)的(de)(de)(de)(de)權(quan)(quan)(quan)重為(wei)(wei)(wei)：0.1762;\lambda_{max}：2.0000，進(jin)而得(de)出(chu)(chu)信(xin)息(xi)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)二(er)級(ji)(ji)(ji)指(zhi)標(biao)(biao)(biao)權(quan)(quan)(quan)重（見(jian)(jian)表(biao)(biao)5）。由(you)(you)表(biao)(biao)5可(ke)以看(kan)出(chu)(chu)，信(xin)息(xi)獲(huo)取(qu)(qu)渠道(dao)占信(xin)息(xi)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)的(de)(de)(de)(de)權(quan)(quan)(quan)重遠高(gao)于(yu)(yu)(yu)(yu)信(xin)息(xi)傳遞能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)的(de)(de)(de)(de)權(quan)(quan)(quan)重。可(ke)見(jian)(jian)，現階段我(wo)國(guo)農產(chan)品(pin)營銷渠道(dao)的(de)(de)(de)(de)信(xin)息(xi)獲(huo)取(qu)(qu)渠道(dao)還急需建立和(he)完善。④管(guan)(guan)理(li)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)。判(pan)(pan)斷矩(ju)陣一(yi)(yi)致(zhi)性比(bi)(bi)例為(wei)(wei)(wei)：0.0000；對(dui)(dui)總(zong)目(mu)標(biao)(biao)(biao)的(de)(de)(de)(de)權(quan)(quan)(quan)重為(wei)(wei)(wei)：0.3497；\lambda_{max}：2.0000，進(jin)而得(de)出(chu)(chu)管(guan)(guan)理(li)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)二(er)級(ji)(ji)(ji)指(zhi)標(biao)(biao)(biao)權(quan)(quan)(quan)重。由(you)(you)表(biao)(biao)6可(ke)以看(kan)出(chu)(chu)，團(tuan)隊合(he)作能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)占管(guan)(guan)理(li)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)的(de)(de)(de)(de)權(quan)(quan)(quan)重遠大于(yu)(yu)(yu)(yu)客戶管(guan)(guan)理(li)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)，原因(yin)主要在于(yu)(yu)(yu)(yu)目(mu)前(qian)我(wo)國(guo)農產(chan)品(pin)企業(ye)(ye)的(de)(de)(de)(de)客戶管(guan)(guan)理(li)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)普(pu)遍(bian)不(bu)高(gao)。⑤服(fu)(fu)(fu)務(wu)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)。判(pan)(pan)斷矩(ju)陣一(yi)(yi)致(zhi)性比(bi)(bi)例為(wei)(wei)(wei)：0.0279;對(dui)(dui)總(zong)目(mu)標(biao)(biao)(biao)的(de)(de)(de)(de)權(quan)(quan)(quan)重為(wei)(wei)(wei)：0.0360；\lambda_{max}：3.0291，進(jin)而得(de)到服(fu)(fu)(fu)務(wu)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)二(er)級(ji)(ji)(ji)指(zhi)標(biao)(biao)(biao)權(quan)(quan)(quan)重。由(you)(you)表(biao)(biao)7可(ke)以看(kan)出(chu)(chu)，信(xin)譽度(du)(du)(du)占服(fu)(fu)(fu)務(wu)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)的(de)(de)(de)(de)權(quan)(quan)(quan)重最(zui)(zui)大，銷售服(fu)(fu)(fu)務(wu)水(shui)平其(qi)次，顧客滿(man)意度(du)(du)(du)最(zui)(zui)小。可(ke)見(jian)(jian)目(mu)前(qian)我(wo)國(guo)消費者對(dui)(dui)農產(chan)品(pin)企業(ye)(ye)服(fu)(fu)(fu)務(wu)能(neng)(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)(li)的(de)(de)(de)(de)評(ping)判(pan)(pan)主要依賴于(yu)(yu)(yu)(yu)其(qi)信(xin)譽度(du)(du)(du)和(he)銷售服(fu)(fu)(fu)務(wu)水(shui)平的(de)(de)(de)(de)高(gao)低，而滿(man)意度(du)(du)(du)普(pu)遍(bian)不(bu)高(gao)，因(yin)此，農產(chan)品(pin)企業(ye)(ye)提升顧客滿(man)意度(du)(du)(du)的(de)(de)(de)(de)空(kong)間(jian)極大。

2.4二級指(zhi)標在各渠道(dao)成(cheng)員評價中(zhong)權重(zhong)關系由(you)表8可以看出，各二級指(zhi)標對于(yu)不同(tong)(tong)農產品營銷渠道(dao)成(cheng)員的(de)貢(gong)獻率是(shi)不同(tong)(tong)的(de)，龍頭企業(ye)和(he)大型(xing)超市各二級指(zhi)標的(de)貢(gong)獻率都遠高于(yu)其他渠道(dao)成(cheng)員。

2.5農(nong)(nong)產(chan)品(pin)營銷(xiao)渠(qu)(qu)道成(cheng)員(yuan)選(xuan)擇指(zhi)標(biao)(biao)體系權重根據(ju)以(yi)(yi)上(shang)得(de)出(chu)的(de)(de)(de)(de)(de)(de)數據(ju)，可(ke)以(yi)(yi)計(ji)算(suan)(suan)二級(ji)(ji)指(zhi)標(biao)(biao)相對于總目(mu)標(biao)(biao)的(de)(de)(de)(de)(de)(de)貢(gong)(gong)獻(xian)(xian)率(lv)。其計(ji)算(suan)(suan)公(gong)式(shi)為：某指(zhi)標(biao)(biao)的(de)(de)(de)(de)(de)(de)目(mu)標(biao)(biao)權重=上(shang)層(ceng)(ceng)指(zhi)標(biao)(biao)的(de)(de)(de)(de)(de)(de)目(mu)標(biao)(biao)權數×該指(zhi)標(biao)(biao)的(de)(de)(de)(de)(de)(de)層(ceng)(ceng)權數。以(yi)(yi)銷(xiao)售(shou)能(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)為例，其計(ji)算(suan)(suan)過(guo)程為：庫存能(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)權重=物流能(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)×庫存能(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)=0.0802×0.0079≈0.0006。同理，可(ke)以(yi)(yi)計(ji)算(suan)(suan)出(chu)所有的(de)(de)(de)(de)(de)(de)二級(ji)(ji)指(zhi)標(biao)(biao)相對于總目(mu)標(biao)(biao)的(de)(de)(de)(de)(de)(de)貢(gong)(gong)獻(xian)(xian)率(lv)。由(you)(you)AHP輔助軟件yaahp6.0得(de)到(dao)的(de)(de)(de)(de)(de)(de)上(shang)述(shu)結果(guo)，為了(le)更(geng)簡(jian)潔，可(ke)以(yi)(yi)表(biao)(biao)(biao)述(shu)為表(biao)(biao)(biao)9所示的(de)(de)(de)(de)(de)(de)評價體系權重層(ceng)(ceng)次表(biao)(biao)(biao)，它(ta)反映了(le)每(mei)一(yi)層(ceng)(ceng)級(ji)(ji)指(zhi)標(biao)(biao)對上(shang)層(ceng)(ceng)指(zhi)標(biao)(biao)的(de)(de)(de)(de)(de)(de)貢(gong)(gong)獻(xian)(xian)率(lv)。由(you)(you)表(biao)(biao)(biao)9可(ke)以(yi)(yi)看出(chu)，在一(yi)級(ji)(ji)指(zhi)標(biao)(biao)中盈(ying)利能(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)和(he)(he)(he)(he)管理能(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)對總目(mu)標(biao)(biao)的(de)(de)(de)(de)(de)(de)貢(gong)(gong)獻(xian)(xian)率(lv)最大，分(fen)(fen)別為：35.79%和(he)(he)(he)(he)34.97%，這表(biao)(biao)(biao)明考慮(lv)農(nong)(nong)產(chan)品(pin)營銷(xiao)渠(qu)(qu)道成(cheng)員(yuan)的(de)(de)(de)(de)(de)(de)選(xuan)擇時(shi)，要(yao)想獲得(de)極具競爭力(li)(li)(li)(li)(li)的(de)(de)(de)(de)(de)(de)營銷(xiao)渠(qu)(qu)道，就(jiu)(jiu)必(bi)須重視(shi)成(cheng)員(yuan)的(de)(de)(de)(de)(de)(de)盈(ying)利能(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)和(he)(he)(he)(he)管理能(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)。在二級(ji)(ji)指(zhi)標(biao)(biao)中，團(tuan)隊合(he)(he)作(zuo)能(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)、銷(xiao)售(shou)能(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)、信息(xi)獲取渠(qu)(qu)道分(fen)(fen)別以(yi)(yi)26.23%，19.68%和(he)(he)(he)(he)11.75%位(wei)居前列，說明在選(xuan)擇農(nong)(nong)產(chan)品(pin)營銷(xiao)渠(qu)(qu)道主要(yao)成(cheng)員(yuan)時(shi)，首要(yao)考慮(lv)的(de)(de)(de)(de)(de)(de)是渠(qu)(qu)道成(cheng)員(yuan)的(de)(de)(de)(de)(de)(de)團(tuan)隊合(he)(he)作(zuo)能(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)，團(tuan)隊合(he)(he)作(zuo)能(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)強則農(nong)(nong)產(chan)品(pin)營銷(xiao)渠(qu)(qu)道的(de)(de)(de)(de)(de)(de)穩定性就(jiu)(jiu)更(geng)高，運行成(cheng)本就(jiu)(jiu)更(geng)低；其次，要(yao)提升(sheng)農(nong)(nong)產(chan)品(pin)營銷(xiao)渠(qu)(qu)道的(de)(de)(de)(de)(de)(de)競爭力(li)(li)(li)(li)(li)，銷(xiao)售(shou)能(neng)(neng)(neng)(neng)力(li)(li)(li)(li)(li)的(de)(de)(de)(de)(de)(de)強弱是選(xuan)擇渠(qu)(qu)道合(he)(he)作(zuo)伙伴的(de)(de)(de)(de)(de)(de)重要(yao)依據(ju)；同時(shi)，信息(xi)獲取渠(qu)(qu)道也(ye)是對農(nong)(nong)產(chan)品(pin)營銷(xiao)渠(qu)(qu)道主要(yao)成(cheng)員(yuan)選(xuan)擇的(de)(de)(de)(de)(de)(de)重要(yao)指(zhi)標(biao)(biao)。

3農產(chan)品(pin)營銷(xiao)渠道的優(you)化設計

根據對農產(chan)(chan)品(pin)營銷渠道主要成員(yuan)的評價(jia)分析(xi)，考慮(lv)農產(chan)(chan)品(pin)營銷的目標和影響因(yin)素(su)，本文農產(chan)(chan)品(pin)營銷渠道進行了優化設計，構建了從產(chan)(chan)銷一體(ti)化組織—物流公(gong)司—中間商—消費(fei)者的農產(chan)(chan)品(pin)營銷渠道新模式。

3.1以(yi)龍(long)(long)(long)頭(tou)企業(ye)(ye)為核(he)心(xin)，構(gou)(gou)(gou)建(jian)產(chan)(chan)銷一體(ti)化組織對(dui)于農(nong)(nong)產(chan)(chan)品(pin)(pin)生(sheng)(sheng)產(chan)(chan)者而(er)言(yan)，建(jian)設農(nong)(nong)產(chan)(chan)品(pin)(pin)營(ying)銷渠道必(bi)須走產(chan)(chan)銷一體(ti)的(de)(de)(de)(de)產(chan)(chan)業(ye)(ye)化發展之路。農(nong)(nong)戶(hu)分(fen)散經(jing)營(ying)，規模化程(cheng)度(du)(du)低，效益不穩，種植規模難以(yi)適(shi)應產(chan)(chan)業(ye)(ye)化經(jing)營(ying)的(de)(de)(de)(de)要(yao)求。而(er)且(qie)大多數(shu)農(nong)(nong)戶(hu)專業(ye)(ye)化水平低，自律性較差，難以(yi)保證(zheng)產(chan)(chan)品(pin)(pin)質量。通(tong)過前(qian)面(mian)的(de)(de)(de)(de)農(nong)(nong)產(chan)(chan)品(pin)(pin)營(ying)銷渠道成員(yuan)能(neng)(neng)力分(fen)析可(ke)以(yi)看出(chu)，龍(long)(long)(long)頭(tou)企業(ye)(ye)的(de)(de)(de)(de)綜合(he)(he)(he)(he)能(neng)(neng)力最強，因此(ci)，可(ke)以(yi)通(tong)過農(nong)(nong)業(ye)(ye)合(he)(he)(he)(he)作經(jing)濟(ji)組織整(zheng)合(he)(he)(he)(he)分(fen)散的(de)(de)(de)(de)個體(ti)生(sheng)(sheng)產(chan)(chan)者，提(ti)高(gao)農(nong)(nong)戶(hu)的(de)(de)(de)(de)組織化程(cheng)度(du)(du)，由農(nong)(nong)業(ye)(ye)合(he)(he)(he)(he)作經(jing)濟(ji)組織代(dai)表廣大農(nong)(nong)戶(hu)與(yu)龍(long)(long)(long)頭(tou)企業(ye)(ye)開展緊(jin)密合(he)(he)(he)(he)作，農(nong)(nong)戶(hu)、農(nong)(nong)業(ye)(ye)合(he)(he)(he)(he)作經(jing)濟(ji)組織和龍(long)(long)(long)頭(tou)企業(ye)(ye)形成利益共(gong)同(tong)體(ti)，規范生(sheng)(sheng)產(chan)(chan)標準(zhun)，統一包裝，統一銷售。如(ru)今的(de)(de)(de)(de)農(nong)(nong)產(chan)(chan)品(pin)(pin)市(shi)(shi)場(chang)(chang)是買方市(shi)(shi)場(chang)(chang)，在一定(ding)程(cheng)度(du)(du)上(shang)說，是流通(tong)決定(ding)生(sheng)(sheng)產(chan)(chan)，以(yi)銷定(ding)產(chan)(chan)。農(nong)(nong)產(chan)(chan)品(pin)(pin)生(sheng)(sheng)產(chan)(chan)需要(yao)了(le)解(jie)消(xiao)費(fei)者心(xin)理(li)、消(xiao)費(fei)習(xi)慣、消(xiao)費(fei)結構(gou)(gou)(gou)的(de)(de)(de)(de)變化，并相應地(di)調(diao)整(zheng)自己的(de)(de)(de)(de)產(chan)(chan)品(pin)(pin)結構(gou)(gou)(gou)，才能(neng)(neng)最終實(shi)(shi)現(xian)適(shi)銷對(dui)路。生(sheng)(sheng)產(chan)(chan)者通(tong)過中間商(shang)了(le)解(jie)的(de)(de)(de)(de)信(xin)息即(ji)不完整(zheng)，也缺(que)乏可(ke)靠性，存在時滯，因而(er)難以(yi)適(shi)時地(di)把(ba)握(wo)市(shi)(shi)場(chang)(chang)上(shang)稍縱即(ji)逝的(de)(de)(de)(de)機(ji)會。而(er)一旦以(yi)龍(long)(long)(long)頭(tou)企業(ye)(ye)為核(he)心(xin)構(gou)(gou)(gou)建(jian)形成產(chan)(chan)銷一體(ti)化組織，依托龍(long)(long)(long)頭(tou)企業(ye)(ye)的(de)(de)(de)(de)信(xin)息渠道和資源整(zheng)合(he)(he)(he)(he)能(neng)(neng)力，可(ke)以(yi)更有效的(de)(de)(de)(de)掌握(wo)消(xiao)費(fei)者信(xin)息，全面(mian)掌握(wo)市(shi)(shi)場(chang)(chang)動態，從(cong)而(er)更有利于作出(chu)準(zhun)確(que)決策，提(ti)高(gao)市(shi)(shi)場(chang)(chang)風(feng)險(xian)抵抗能(neng)(neng)力，實(shi)(shi)現(xian)整(zheng)體(ti)利益最大化。

3.2選(xuan)擇物(wu)(wu)流(liu)(liu)合(he)作(zuo)伙伴，提升物(wu)(wu)流(liu)(liu)效率目前(qian)，我(wo)國農產(chan)(chan)品(pin)(pin)流(liu)(liu)通(tong)物(wu)(wu)流(liu)(liu)很(hen)大程度(du)上仍然是自營(ying)物(wu)(wu)流(liu)(liu)為主。長期(qi)分散于各個經(jing)營(ying)者之間的(de)(de)采(cai)購(gou)(gou)、運輸、儲(chu)存(cun)、田(tian)間作(zuo)業(ye)與管理、農產(chan)(chan)品(pin)(pin)加工和(he)銷售等自營(ying)物(wu)(wu)流(liu)(liu)活動，其隱形支出很(hen)大，農業(ye)生(sheng)產(chan)(chan)與農產(chan)(chan)品(pin)(pin)流(liu)(liu)通(tong)嚴重(zhong)脫(tuo)節，“農民愁銷路(lu)，商家忙采(cai)購(gou)(gou)”是我(wo)國當前(qian)農業(ye)慣有(you)的(de)(de)現(xian)象(xiang)。基于農產(chan)(chan)品(pin)(pin)品(pin)(pin)種大多具有(you)“多、亂、雜”的(de)(de)特點，新設計的(de)(de)農產(chan)(chan)品(pin)(pin)營(ying)銷渠道(dao)農產(chan)(chan)品(pin)(pin)生(sheng)產(chan)(chan)者通(tong)過選(xuan)擇與第三方(fang)物(wu)(wu)流(liu)(liu)企業(ye)合(he)作(zuo)，憑借第三方(fang)物(wu)(wu)流(liu)(liu)企業(ye)完(wan)備的(de)(de)信(xin)息網絡和(he)專(zhuan)業(ye)化(hua)(hua)、標(biao)準(zhun)化(hua)(hua)的(de)(de)經(jing)營(ying)，更有(you)利于整合(he)渠道(dao)各環節間的(de)(de)資源，并保證農產(chan)(chan)品(pin)(pin)營(ying)銷渠道(dao)的(de)(de)順暢(chang)，降低農產(chan)(chan)品(pin)(pin)物(wu)(wu)流(liu)(liu)的(de)(de)成(cheng)本，改善(shan)了農產(chan)(chan)品(pin)(pin)營(ying)銷過程中利益分配不合(he)理的(de)(de)現(xian)象(xiang)，達到渠道(dao)成(cheng)員(yuan)利益一體(ti)化(hua)(hua)。

3.3強化終(zhong)端渠(qu)(qu)(qu)道(dao)建(jian)設(she)，減(jian)少(shao)中(zhong)(zhong)間環(huan)節目前(qian)，由于我國農(nong)產(chan)品市(shi)場總體規模(mo)大(da)(da)(da)，為(wei)了有效覆蓋(gai)較(jiao)大(da)(da)(da)的(de)(de)(de)(de)市(shi)場范圍，現有的(de)(de)(de)(de)各種(zhong)農(nong)產(chan)品營(ying)銷(xiao)渠(qu)(qu)(qu)道(dao)大(da)(da)(da)多設(she)立了較(jiao)多的(de)(de)(de)(de)中(zhong)(zhong)間環(huan)節，而(er)中(zhong)(zhong)間環(huan)節過(guo)多必然導致成本(ben)、損耗(hao)的(de)(de)(de)(de)增加和市(shi)場反應速度的(de)(de)(de)(de)降低(di)。近年(nian)來，隨著超(chao)市(shi)這一零(ling)(ling)售(shou)(shou)業態(tai)在(zai)我國的(de)(de)(de)(de)迅速發展(zhan)，以超(chao)市(shi)為(wei)零(ling)(ling)售(shou)(shou)終(zhong)端的(de)(de)(de)(de)農(nong)產(chan)品營(ying)銷(xiao)渠(qu)(qu)(qu)道(dao)模(mo)式正在(zai)逐漸壯(zhuang)大(da)(da)(da)。在(zai)我國大(da)(da)(da)中(zhong)(zhong)城市(shi)中(zhong)(zhong)，以連鎖經(jing)營(ying)為(wei)特征(zheng)的(de)(de)(de)(de)大(da)(da)(da)賣場、大(da)(da)(da)型(xing)超(chao)市(shi)、專業超(chao)市(shi)和農(nong)產(chan)品連鎖店(dian)不(bu)斷設(she)立，以專業經(jing)營(ying)或綜(zong)合經(jing)營(ying)等形式不(bu)斷加入到農(nong)產(chan)品零(ling)(ling)售(shou)(shou)經(jing)營(ying)的(de)(de)(de)(de)行(xing)列(lie)中(zhong)(zhong)；同時，全(quan)國各地都(dou)正在(zai)進(jin)行(xing)“農(nong)改(gai)超(chao)”行(xing)動，這也在(zai)很大(da)(da)(da)程(cheng)度上帶(dai)動了農(nong)產(chan)品零(ling)(ling)售(shou)(shou)終(zhong)端業態(tai)向超(chao)市(shi)集中(zhong)(zhong)。因此(ci)，本(ben)文農(nong)產(chan)品營(ying)銷(xiao)渠(qu)(qu)(qu)道(dao)的(de)(de)(de)(de)優化設(she)計強調減(jian)少(shao)中(zhong)(zhong)間環(huan)節，而(er)強化終(zhong)端渠(qu)(qu)(qu)道(dao)建(jian)設(she)。

篇5

(一(yi))調(diao)查(cha)實(shi)施(shi)根據研究需要(yao)并考(kao)慮到(dao)調(diao)查(cha)實(shi)施(shi)的(de)(de)便利性(xing)，對(dui)九(jiu)江(jiang)(jiang)市(shi)九(jiu)江(jiang)(jiang)縣(xian)、永修縣(xian)，南昌(chang)市(shi)南昌(chang)縣(xian)、新建縣(xian)、安(an)義縣(xian)、進賢縣(xian)和贛州市(shi)于(yu)都(dou)縣(xian)、寧都(dou)縣(xian)等八(ba)個縣(xian)的(de)(de)水稻(dao)種(zhong)植農戶(hu)進行隨(sui)機調(diao)查(cha)，獲(huo)取其(qi)營(ying)銷方式(shi)選擇的(de)(de)基本資料。調(diao)查(cha)人(ren)員(yuan)為(wei)江(jiang)(jiang)西財(cai)經大學2009級碩士研究生，調(diao)查(cha)前(qian)就(jiu)調(diao)查(cha)過程(cheng)中的(de)(de)注(zhu)意事項和調(diao)查(cha)技巧進行了統一(yi)培(pei)訓，并于(yu)2009年(nian)5月11—12號在南昌(chang)縣(xian)蔣巷鎮(zhen)進行了預調(diao)研，根據預調(diao)研過程(cheng)中存在的(de)(de)問題(ti)和不足對(dui)調(diao)查(cha)問卷(juan)(juan)做了進一(yi)步完(wan)(wan)善(shan)，正式(shi)調(diao)查(cha)于(yu)2009年(nian)6月18—25日進行，采取調(diao)查(cha)員(yuan)與農戶(hu)一(yi)對(dui)一(yi)面訪的(de)(de)形式(shi)進行。本次調(diao)查(cha)共(gong)計發放(fang)調(diao)查(cha)問卷(juan)(juan)365份(fen)，剔除(chu)關鍵信息填(tian)寫不完(wan)(wan)整、信息填(tian)寫明顯有誤的(de)(de)問卷(juan)(juan)26份(fen)，最終獲(huo)得有效(xiao)問卷(juan)(juan)339份(fen)，問卷(juan)(juan)有效(xiao)率為(wei)92.9%。

(二(er))樣(yang)(yang)(yang)本(ben)(ben)(ben)(ben)數據描述性統計分(fen)析1.年齡(ling)情(qing)(qing)況(kuang)(kuang)(kuang)(kuang)(kuang)。339個(ge)(ge)樣(yang)(yang)(yang)本(ben)(ben)(ben)(ben)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)中(zhong)(zhong)，年齡(ling)最小26歲，最大(da)83歲，平(ping)均(jun)年齡(ling)48.7歲。2.性別(bie)情(qing)(qing)況(kuang)(kuang)(kuang)(kuang)(kuang)。339個(ge)(ge)樣(yang)(yang)(yang)本(ben)(ben)(ben)(ben)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)中(zhong)(zhong)，男性248個(ge)(ge)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)73.2%;女性91個(ge)(ge)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)26.8%。3.文(wen)化(hua)(hua)程(cheng)度(du)(du)情(qing)(qing)況(kuang)(kuang)(kuang)(kuang)(kuang)。339個(ge)(ge)樣(yang)(yang)(yang)本(ben)(ben)(ben)(ben)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)中(zhong)(zhong)，文(wen)盲43戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)12.7%;小學文(wen)化(hua)(hua)程(cheng)度(du)(du)157戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)46.3%;初(chu)中(zhong)(zhong)文(wen)化(hua)(hua)程(cheng)度(du)(du)119戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)35.1%;高中(zhong)(zhong)及以上文(wen)化(hua)(hua)程(cheng)度(du)(du)20戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)5.9%;4.家庭(ting)成員(yuan)(yuan)非(fei)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)職業情(qing)(qing)況(kuang)(kuang)(kuang)(kuang)(kuang)。339個(ge)(ge)樣(yang)(yang)(yang)本(ben)(ben)(ben)(ben)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)中(zhong)(zhong)，沒(mei)(mei)有(you)(you)(you)(you)(you)(you)(you)(you)家庭(ting)成員(yuan)(yuan)從(cong)事非(fei)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)職業的(de)(de)(de)有(you)(you)(you)(you)(you)(you)(you)(you)86戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)25.4%，有(you)(you)(you)(you)(you)(you)(you)(you)家庭(ting)成員(yuan)(yuan)從(cong)事非(fei)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)職業的(de)(de)(de)253戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)74.6%。5.水(shui)(shui)稻種(zhong)(zhong)(zhong)植(zhi)面(mian)積。339個(ge)(ge)樣(yang)(yang)(yang)本(ben)(ben)(ben)(ben)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)中(zhong)(zhong)，種(zhong)(zhong)(zhong)植(zhi)面(mian)積最小0.6畝(mu)，最大(da)120畝(mu)，平(ping)均(jun)5.2畝(mu)。6.水(shui)(shui)稻種(zhong)(zhong)(zhong)植(zhi)年限(xian)。339個(ge)(ge)樣(yang)(yang)(yang)本(ben)(ben)(ben)(ben)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)中(zhong)(zhong)，種(zhong)(zhong)(zhong)植(zhi)年數最長47年，最短1年，平(ping)均(jun)17.4年。7.固定資產(chan)(chan)(chan)(chan)轉(zhuan)(zhuan)化(hua)(hua)損(sun)失(shi)情(qing)(qing)況(kuang)(kuang)(kuang)(kuang)(kuang)。固定資產(chan)(chan)(chan)(chan)轉(zhuan)(zhuan)化(hua)(hua)損(sun)失(shi)是(shi)指水(shui)(shui)稻種(zhong)(zhong)(zhong)植(zhi)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)如果不(bu)種(zhong)(zhong)(zhong)植(zhi)水(shui)(shui)稻而(er)種(zhong)(zhong)(zhong)植(zhi)其(qi)它(ta)作物，其(qi)用于水(shui)(shui)稻生(sheng)產(chan)(chan)(chan)(chan)的(de)(de)(de)固定資產(chan)(chan)(chan)(chan)轉(zhuan)(zhuan)化(hua)(hua)過(guo)(guo)程(cheng)中(zhong)(zhong)可(ke)能產(chan)(chan)(chan)(chan)生(sheng)的(de)(de)(de)損(sun)失(shi)情(qing)(qing)況(kuang)(kuang)(kuang)(kuang)(kuang)，損(sun)失(shi)大(da)小由農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)自己進行估算(suan)。339個(ge)(ge)樣(yang)(yang)(yang)本(ben)(ben)(ben)(ben)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)中(zhong)(zhong)，認為(wei)固定資產(chan)(chan)(chan)(chan)轉(zhuan)(zhuan)化(hua)(hua)過(guo)(guo)程(cheng)中(zhong)(zhong)沒(mei)(mei)有(you)(you)(you)(you)(you)(you)(you)(you)損(sun)失(shi)的(de)(de)(de)有(you)(you)(you)(you)(you)(you)(you)(you)25戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)7.4%;很小的(de)(de)(de)有(you)(you)(you)(you)(you)(you)(you)(you)166戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)49.0%;較大(da)的(de)(de)(de)99戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)29.2%;很大(da)的(de)(de)(de)49戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)14.4%。8.家庭(ting)主要收入來源。339個(ge)(ge)樣(yang)(yang)(yang)本(ben)(ben)(ben)(ben)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)中(zhong)(zhong)，家庭(ting)主要收入來源于農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)業的(de)(de)(de)有(you)(you)(you)(you)(you)(you)(you)(you)251戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)74.0%;來源于非(fei)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)業為(wei)的(de)(de)(de)有(you)(you)(you)(you)(you)(you)(you)(you)88戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)26.0%。9.產(chan)(chan)(chan)(chan)銷(xiao)(xiao)關(guan)(guan)系(xi)更緊密營(ying)銷(xiao)(xiao)方(fang)(fang)(fang)式(shi)(shi)交(jiao)易過(guo)(guo)程(cheng)順(shun)暢情(qing)(qing)況(kuang)(kuang)(kuang)(kuang)(kuang)。339個(ge)(ge)樣(yang)(yang)(yang)本(ben)(ben)(ben)(ben)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)中(zhong)(zhong)，感覺產(chan)(chan)(chan)(chan)銷(xiao)(xiao)關(guan)(guan)系(xi)更緊密營(ying)銷(xiao)(xiao)方(fang)(fang)(fang)式(shi)(shi)交(jiao)易過(guo)(guo)程(cheng)很麻煩(fan)的(de)(de)(de)有(you)(you)(you)(you)(you)(you)(you)(you)7戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)2.1%;比(bi)較麻煩(fan)的(de)(de)(de)有(you)(you)(you)(you)(you)(you)(you)(you)43戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)12.7%;一(yi)般的(de)(de)(de)113戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)33.3%;比(bi)較順(shun)暢的(de)(de)(de)158戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)46.6%;很順(shun)暢的(de)(de)(de)18戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)5.3%。10.是(shi)否(fou)參(can)加(jia)(jia)過(guo)(guo)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)業合(he)(he)作經濟組(zu)織(zhi)。339個(ge)(ge)樣(yang)(yang)(yang)本(ben)(ben)(ben)(ben)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)中(zhong)(zhong)，沒(mei)(mei)有(you)(you)(you)(you)(you)(you)(you)(you)參(can)加(jia)(jia)過(guo)(guo)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)業合(he)(he)作經濟組(zu)織(zhi)的(de)(de)(de)有(you)(you)(you)(you)(you)(you)(you)(you)233戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)68.7%;參(can)加(jia)(jia)過(guo)(guo)的(de)(de)(de)有(you)(you)(you)(you)(you)(you)(you)(you)106戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)31.3%。11.對(dui)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)業生(sheng)態環(huan)境的(de)(de)(de)關(guan)(guan)注(zhu)程(cheng)度(du)(du)。339個(ge)(ge)樣(yang)(yang)(yang)本(ben)(ben)(ben)(ben)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)中(zhong)(zhong)，對(dui)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)業生(sheng)態環(huan)境不(bu)關(guan)(guan)注(zhu)的(de)(de)(de)有(you)(you)(you)(you)(you)(you)(you)(you)113戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)33.4%;比(bi)較關(guan)(guan)注(zhu)的(de)(de)(de)有(you)(you)(you)(you)(you)(you)(you)(you)213戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)62.8%;很關(guan)(guan)注(zhu)的(de)(de)(de)有(you)(you)(you)(you)(you)(you)(you)(you)13戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)3.8%。12.是(shi)否(fou)參(can)加(jia)(jia)過(guo)(guo)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)業技術(shu)培訓。339個(ge)(ge)樣(yang)(yang)(yang)本(ben)(ben)(ben)(ben)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)中(zhong)(zhong)，沒(mei)(mei)有(you)(you)(you)(you)(you)(you)(you)(you)參(can)加(jia)(jia)過(guo)(guo)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)業技術(shu)培訓的(de)(de)(de)有(you)(you)(you)(you)(you)(you)(you)(you)273戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)80.5%;參(can)加(jia)(jia)過(guo)(guo)的(de)(de)(de)有(you)(you)(you)(you)(you)(you)(you)(you)66戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)19.5%。統計結果顯示(shi)，樣(yang)(yang)(yang)本(ben)(ben)(ben)(ben)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)選擇(ze)(ze)(ze)的(de)(de)(de)營(ying)銷(xiao)(xiao)方(fang)(fang)(fang)式(shi)(shi)包(bao)括(kuo)自產(chan)(chan)(chan)(chan)自銷(xiao)(xiao)、銷(xiao)(xiao)售合(he)(he)同、生(sheng)產(chan)(chan)(chan)(chan)合(he)(he)同、合(he)(he)作社(she)和垂直一(yi)體化(hua)(hua)等5種(zhong)(zhong)(zhong)。339個(ge)(ge)樣(yang)(yang)(yang)本(ben)(ben)(ben)(ben)農(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)(nong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)中(zhong)(zhong)，選擇(ze)(ze)(ze)傳(chuan)統自產(chan)(chan)(chan)(chan)自銷(xiao)(xiao)方(fang)(fang)(fang)式(shi)(shi)的(de)(de)(de)有(you)(you)(you)(you)(you)(you)(you)(you)211戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)62.24%;選擇(ze)(ze)(ze)產(chan)(chan)(chan)(chan)銷(xiao)(xiao)關(guan)(guan)系(xi)更緊密營(ying)銷(xiao)(xiao)方(fang)(fang)(fang)式(shi)(shi)的(de)(de)(de)有(you)(you)(you)(you)(you)(you)(you)(you)128戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)37.76%，其(qi)中(zhong)(zhong)，選擇(ze)(ze)(ze)銷(xiao)(xiao)售合(he)(he)同方(fang)(fang)(fang)式(shi)(shi)的(de)(de)(de)有(you)(you)(you)(you)(you)(you)(you)(you)20戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)5.90%;生(sheng)產(chan)(chan)(chan)(chan)合(he)(he)同方(fang)(fang)(fang)式(shi)(shi)的(de)(de)(de)有(you)(you)(you)(you)(you)(you)(you)(you)53戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)15.64%;合(he)(he)作社(she)方(fang)(fang)(fang)式(shi)(shi)的(de)(de)(de)有(you)(you)(you)(you)(you)(you)(you)(you)45戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)13.27%;垂直一(yi)體化(hua)(hua)方(fang)(fang)(fang)式(shi)(shi)的(de)(de)(de)有(you)(you)(you)(you)(you)(you)(you)(you)10戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，占(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)2.95%，具(ju)體見表1。

二、變量選取及(ji)模型構建

(一)變量(liang)選(xuan)(xuan)(xuan)取受經濟、社會、制度(du)、法律(lv)等諸多因素的(de)(de)(de)(de)綜合(he)(he)(he)影(ying)響。根據已(yi)有研究(jiu)成果，并結合(he)(he)(he)實(shi)地調研了解的(de)(de)(de)(de)具(ju)體(ti)(ti)(ti)情(qing)(qing)況，將影(ying)響水(shui)(shui)稻(dao)種(zhong)(zhong)植(zhi)農(nong)(nong)戶(hu)(hu)(hu)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)選(xuan)(xuan)(xuan)擇(ze)行為的(de)(de)(de)(de)因素歸為四大類(lei)(lei)，第(di)(di)一類(lei)(lei)為農(nong)(nong)戶(hu)(hu)(hu)個體(ti)(ti)(ti)特(te)征變量(liang)，包(bao)(bao)括年(nian)齡(ling)、性(xing)別、文化(hua)程(cheng)度(du)，分別用(yong)(yong)x1、x2、x3表(biao)(biao)(biao)示(shi);第(di)(di)二類(lei)(lei)為家(jia)(jia)庭(ting)經營(ying)(ying)(ying)(ying)(ying)特(te)征變量(liang)，包(bao)(bao)括家(jia)(jia)庭(ting)成員(yuan)非(fei)農(nong)(nong)職業(ye)(ye)(ye)(ye)情(qing)(qing)況、水(shui)(shui)稻(dao)種(zhong)(zhong)植(zhi)面(mian)積(ji)、種(zhong)(zhong)植(zhi)水(shui)(shui)稻(dao)年(nian)數(shu)，分別用(yong)(yong)x4、x5、x6表(biao)(biao)(biao)示(shi);第(di)(di)三類(lei)(lei)為經濟特(te)征變量(liang)，包(bao)(bao)括固(gu)定(ding)資產(chan)(chan)(chan)(chan)(chan)轉化(hua)損(sun)失情(qing)(qing)況、家(jia)(jia)庭(ting)主(zhu)要收(shou)(shou)入來(lai)(lai)(lai)源，分別用(yong)(yong)x7、x8表(biao)(biao)(biao)示(shi);第(di)(di)四類(lei)(lei)為外部環境特(te)征變量(liang)，包(bao)(bao)括產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)交易過(guo)(guo)(guo)(guo)程(cheng)順(shun)暢(chang)情(qing)(qing)況、是(shi)否參(can)加(jia)過(guo)(guo)(guo)(guo)農(nong)(nong)業(ye)(ye)(ye)(ye)合(he)(he)(he)作經濟組織、對(dui)(dui)農(nong)(nong)業(ye)(ye)(ye)(ye)生(sheng)(sheng)(sheng)態(tai)(tai)環境的(de)(de)(de)(de)關(guan)(guan)(guan)注(zhu)(zhu)程(cheng)度(du)、是(shi)否參(can)加(jia)過(guo)(guo)(guo)(guo)農(nong)(nong)業(ye)(ye)(ye)(ye)技術培訓，分別用(yong)(yong)x9、x10、x11、x12表(biao)(biao)(biao)示(shi)。一般而(er)言，農(nong)(nong)戶(hu)(hu)(hu)年(nian)齡(ling)越(yue)(yue)(yue)大，求(qiu)穩(wen)心理越(yue)(yue)(yue)強，越(yue)(yue)(yue)愿(yuan)(yuan)意(yi)(yi)(yi)通(tong)過(guo)(guo)(guo)(guo)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)來(lai)(lai)(lai)規(gui)避生(sheng)(sheng)(sheng)產(chan)(chan)(chan)(chan)(chan)和(he)(he)(he)(he)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售過(guo)(guo)(guo)(guo)程(cheng)中的(de)(de)(de)(de)風(feng)(feng)(feng)險(xian)(xian)(xian)，越(yue)(yue)(yue)愿(yuan)(yuan)意(yi)(yi)(yi)選(xuan)(xuan)(xuan)擇(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)的(de)(de)(de)(de)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi);與女性(xing)相(xiang)比(bi)，男性(xing)對(dui)(dui)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售合(he)(he)(he)同、生(sheng)(sheng)(sheng)產(chan)(chan)(chan)(chan)(chan)合(he)(he)(he)同、合(he)(he)(he)作社和(he)(he)(he)(he)垂直一體(ti)(ti)(ti)化(hua)等新的(de)(de)(de)(de)農(nong)(nong)產(chan)(chan)(chan)(chan)(chan)品營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)可能(neng)(neng)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)感(gan)興趣，更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)愿(yuan)(yuan)意(yi)(yi)(yi)選(xuan)(xuan)(xuan)擇(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)的(de)(de)(de)(de)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi);農(nong)(nong)戶(hu)(hu)(hu)文化(hua)程(cheng)度(du)越(yue)(yue)(yue)高(gao)(gao)(gao)，對(dui)(dui)新鮮事物的(de)(de)(de)(de)接受能(neng)(neng)力(li)越(yue)(yue)(yue)強，也(ye)越(yue)(yue)(yue)容易了解產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)的(de)(de)(de)(de)優點(dian)，越(yue)(yue)(yue)愿(yuan)(yuan)意(yi)(yi)(yi)選(xuan)(xuan)(xuan)擇(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)的(de)(de)(de)(de)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi);有成員(yuan)從事非(fei)農(nong)(nong)職業(ye)(ye)(ye)(ye)的(de)(de)(de)(de)家(jia)(jia)庭(ting)，隨著非(fei)農(nong)(nong)收(shou)(shou)入的(de)(de)(de)(de)出現，家(jia)(jia)庭(ting)抵抗農(nong)(nong)業(ye)(ye)(ye)(ye)風(feng)(feng)(feng)險(xian)(xian)(xian)的(de)(de)(de)(de)能(neng)(neng)力(li)相(xiang)對(dui)(dui)提高(gao)(gao)(gao)，加(jia)之產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)相(xiang)對(dui)(dui)嚴格的(de)(de)(de)(de)準入條(tiao)件和(he)(he)(he)(he)程(cheng)序，可能(neng)(neng)會在一定(ding)程(cheng)度(du)上阻礙(ai)農(nong)(nong)戶(hu)(hu)(hu)選(xuan)(xuan)(xuan)擇(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)的(de)(de)(de)(de)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi);水(shui)(shui)稻(dao)種(zhong)(zhong)植(zhi)面(mian)積(ji)越(yue)(yue)(yue)大，農(nong)(nong)戶(hu)(hu)(hu)生(sheng)(sheng)(sheng)產(chan)(chan)(chan)(chan)(chan)和(he)(he)(he)(he)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售面(mian)臨的(de)(de)(de)(de)市(shi)(shi)場風(feng)(feng)(feng)險(xian)(xian)(xian)也(ye)越(yue)(yue)(yue)大，越(yue)(yue)(yue)愿(yuan)(yuan)意(yi)(yi)(yi)通(tong)過(guo)(guo)(guo)(guo)選(xuan)(xuan)(xuan)擇(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)的(de)(de)(de)(de)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)規(gui)避農(nong)(nong)業(ye)(ye)(ye)(ye)生(sheng)(sheng)(sheng)產(chan)(chan)(chan)(chan)(chan)和(he)(he)(he)(he)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售過(guo)(guo)(guo)(guo)程(cheng)中面(mian)臨的(de)(de)(de)(de)市(shi)(shi)場風(feng)(feng)(feng)險(xian)(xian)(xian);種(zhong)(zhong)植(zhi)水(shui)(shui)稻(dao)年(nian)數(shu)越(yue)(yue)(yue)長，農(nong)(nong)戶(hu)(hu)(hu)越(yue)(yue)(yue)知道產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)的(de)(de)(de)(de)優點(dian)和(he)(he)(he)(he)好(hao)處，越(yue)(yue)(yue)愿(yuan)(yuan)意(yi)(yi)(yi)選(xuan)(xuan)(xuan)擇(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)的(de)(de)(de)(de)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi);水(shui)(shui)稻(dao)種(zhong)(zhong)植(zhi)農(nong)(nong)戶(hu)(hu)(hu)如果從水(shui)(shui)稻(dao)種(zhong)(zhong)植(zhi)轉向其(qi)(qi)它作物，其(qi)(qi)用(yong)(yong)于水(shui)(shui)稻(dao)生(sheng)(sheng)(sheng)產(chan)(chan)(chan)(chan)(chan)的(de)(de)(de)(de)固(gu)定(ding)資產(chan)(chan)(chan)(chan)(chan)產(chan)(chan)(chan)(chan)(chan)生(sheng)(sheng)(sheng)的(de)(de)(de)(de)損(sun)失越(yue)(yue)(yue)大，意(yi)(yi)(yi)味(wei)著農(nong)(nong)戶(hu)(hu)(hu)面(mian)臨的(de)(de)(de)(de)風(feng)(feng)(feng)險(xian)(xian)(xian)越(yue)(yue)(yue)高(gao)(gao)(gao)，越(yue)(yue)(yue)愿(yuan)(yuan)意(yi)(yi)(yi)選(xuan)(xuan)(xuan)擇(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)的(de)(de)(de)(de)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi);以農(nong)(nong)業(ye)(ye)(ye)(ye)收(shou)(shou)入為主(zhu)的(de)(de)(de)(de)家(jia)(jia)庭(ting)，應對(dui)(dui)農(nong)(nong)業(ye)(ye)(ye)(ye)生(sheng)(sheng)(sheng)產(chan)(chan)(chan)(chan)(chan)和(he)(he)(he)(he)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售風(feng)(feng)(feng)險(xian)(xian)(xian)的(de)(de)(de)(de)能(neng)(neng)力(li)相(xiang)對(dui)(dui)較弱，越(yue)(yue)(yue)愿(yuan)(yuan)意(yi)(yi)(yi)選(xuan)(xuan)(xuan)擇(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)的(de)(de)(de)(de)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)規(gui)避風(feng)(feng)(feng)險(xian)(xian)(xian);產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)交易過(guo)(guo)(guo)(guo)程(cheng)越(yue)(yue)(yue)順(shun)暢(chang)，說明農(nong)(nong)戶(hu)(hu)(hu)交易過(guo)(guo)(guo)(guo)程(cheng)越(yue)(yue)(yue)便利，農(nong)(nong)戶(hu)(hu)(hu)越(yue)(yue)(yue)愿(yuan)(yuan)意(yi)(yi)(yi)選(xuan)(xuan)(xuan)擇(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)的(de)(de)(de)(de)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi);參(can)加(jia)過(guo)(guo)(guo)(guo)農(nong)(nong)業(ye)(ye)(ye)(ye)合(he)(he)(he)作經濟組織的(de)(de)(de)(de)農(nong)(nong)戶(hu)(hu)(hu)，更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)了解產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)的(de)(de)(de)(de)優點(dian)和(he)(he)(he)(he)好(hao)處，更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)愿(yuan)(yuan)意(yi)(yi)(yi)選(xuan)(xuan)(xuan)擇(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)的(de)(de)(de)(de)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi);對(dui)(dui)農(nong)(nong)業(ye)(ye)(ye)(ye)生(sheng)(sheng)(sheng)態(tai)(tai)環境關(guan)(guan)(guan)注(zhu)(zhu)程(cheng)度(du)越(yue)(yue)(yue)高(gao)(gao)(gao)的(de)(de)(de)(de)農(nong)(nong)戶(hu)(hu)(hu)，更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)了解產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)對(dui)(dui)農(nong)(nong)業(ye)(ye)(ye)(ye)生(sheng)(sheng)(sheng)態(tai)(tai)環境保護帶來(lai)(lai)(lai)的(de)(de)(de)(de)益處，更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)愿(yuan)(yuan)意(yi)(yi)(yi)選(xuan)(xuan)(xuan)擇(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)的(de)(de)(de)(de)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi);參(can)加(jia)過(guo)(guo)(guo)(guo)農(nong)(nong)業(ye)(ye)(ye)(ye)技術培訓的(de)(de)(de)(de)農(nong)(nong)戶(hu)(hu)(hu)，更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)了解產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)的(de)(de)(de)(de)必要性(xing)和(he)(he)(he)(he)好(hao)處，更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)愿(yuan)(yuan)意(yi)(yi)(yi)選(xuan)(xuan)(xuan)擇(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)系(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)(jin)密(mi)(mi)(mi)(mi)(mi)(mi)的(de)(de)(de)(de)營(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)。具(ju)體(ti)(ti)(ti)變量(liang)的(de)(de)(de)(de)定(ding)義和(he)(he)(he)(he)預期(qi)作用(yong)(yong)方(fang)(fang)向見(jian)表(biao)(biao)(biao)2。

(二)模(mo)型(xing)構(gou)建為(wei)了明確(que)影響水稻(dao)種(zhong)植農戶(hu)產(chan)銷關(guan)系更緊密營銷方(fang)式(shi)選(xuan)(xuan)(xuan)(xuan)擇(ze)行為(wei)的(de)(de)主要因素及其作用方(fang)向，本文將(jiang)根據水稻(dao)種(zhong)植農戶(hu)的(de)(de)調查(cha)數據進行實證分析。水稻(dao)種(zhong)植農戶(hu)產(chan)銷關(guan)系更緊密營銷方(fang)式(shi)的(de)(de)選(xuan)(xuan)(xuan)(xuan)擇(ze)行為(wei)是一個二分變(bian)量(liang)，即(ji)選(xuan)(xuan)(xuan)(xuan)擇(ze)或者不(bu)選(xuan)(xuan)(xuan)(xuan)擇(ze)。因變(bian)量(liang)表(biao)示水稻(dao)種(zhong)植農戶(hu)產(chan)銷關(guan)系更緊密營銷方(fang)式(shi)的(de)(de)選(xuan)(xuan)(xuan)(xuan)擇(ze)情(qing)況，其中，0表(biao)示沒有選(xuan)(xuan)(xuan)(xuan)擇(ze)，1表(biao)示選(xuan)(xuan)(xuan)(xuan)擇(ze)了。由于因變(bian)量(liang)為(wei)二分變(bian)量(liang)，即(ji)隨著解釋變(bian)量(liang)xi的(de)(de)變(bian)化，因變(bian)量(liang)具有0、1兩種(zhong)可能結(jie)果，故本文建立二元Logit離散(san)選(xuan)(xuan)(xuan)(xuan)擇(ze)模(mo)型(xing)，Logit回歸模(mo)型(xing)的(de)(de)分布(bu)函數服(fu)從Lo-gistic概率(lv)分布(bu)函數。

三、計(ji)量經濟(ji)分析及(ji)結果

為(wei)(wei)研究各解釋(shi)(shi)變(bian)(bian)量(liang)對(dui)水稻(dao)(dao)種(zhong)(zhong)(zhong)植(zhi)(zhi)農(nong)(nong)(nong)(nong)(nong)戶(hu)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)密(mi)(mi)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)選(xuan)(xuan)擇(ze)(ze)(ze)(ze)的(de)(de)(de)(de)(de)影(ying)響(xiang)方(fang)(fang)(fang)(fang)向及程(cheng)(cheng)(cheng)度(du)，運用SPSS19.0軟件對(dui)樣本(ben)數(shu)(shu)(shu)據進行(xing)二元Logit回歸(gui)分析，模型回歸(gui)估計結(jie)果見(jian)表3。從模型回歸(gui)結(jie)果來看(kan)，整體擬合程(cheng)(cheng)(cheng)度(du)較高(gao)。其中(zhong)(zhong)，年(nian)(nian)齡(ling)、是(shi)(shi)否(fou)參(can)(can)加過農(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)合作經濟組(zu)(zu)織(zhi)(zhi)兩個變(bian)(bian)量(liang)在1%的(de)(de)(de)(de)(de)水平(ping)上(shang)顯著(zhu)影(ying)響(xiang)水稻(dao)(dao)種(zhong)(zhong)(zhong)植(zhi)(zhi)農(nong)(nong)(nong)(nong)(nong)戶(hu)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)密(mi)(mi)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)的(de)(de)(de)(de)(de)選(xuan)(xuan)擇(ze)(ze)(ze)(ze);固定資產(chan)(chan)(chan)(chan)(chan)轉(zhuan)化(hua)損失(shi)情況(kuang)(kuang)、產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)密(mi)(mi)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)交易過程(cheng)(cheng)(cheng)順暢(chang)情況(kuang)(kuang)兩個變(bian)(bian)量(liang)在5%的(de)(de)(de)(de)(de)水平(ping)上(shang)顯著(zhu)影(ying)響(xiang)水稻(dao)(dao)種(zhong)(zhong)(zhong)植(zhi)(zhi)農(nong)(nong)(nong)(nong)(nong)戶(hu)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)密(mi)(mi)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)的(de)(de)(de)(de)(de)選(xuan)(xuan)擇(ze)(ze)(ze)(ze);家庭成(cheng)員(yuan)非(fei)農(nong)(nong)(nong)(nong)(nong)職業(ye)(ye)(ye)(ye)情況(kuang)(kuang)、是(shi)(shi)否(fou)參(can)(can)加過農(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)技術培(pei)訓兩個變(bian)(bian)量(liang)在10%的(de)(de)(de)(de)(de)水平(ping)上(shang)顯著(zhu)影(ying)響(xiang)水稻(dao)(dao)種(zhong)(zhong)(zhong)植(zhi)(zhi)農(nong)(nong)(nong)(nong)(nong)戶(hu)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)密(mi)(mi)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)的(de)(de)(de)(de)(de)選(xuan)(xuan)擇(ze)(ze)(ze)(ze)。各個變(bian)(bian)量(liang)對(dui)農(nong)(nong)(nong)(nong)(nong)戶(hu)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)密(mi)(mi)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)選(xuan)(xuan)擇(ze)(ze)(ze)(ze)行(xing)為(wei)(wei)的(de)(de)(de)(de)(de)具體解釋(shi)(shi)如下:農(nong)(nong)(nong)(nong)(nong)戶(hu)個體特征(zheng)(zheng)變(bian)(bian)量(liang)中(zhong)(zhong)，年(nian)(nian)齡(ling)的(de)(de)(de)(de)(de)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)數(shu)(shu)(shu)為(wei)(wei)正(zheng)(zheng)，說明(ming)(ming)(ming)(ming)農(nong)(nong)(nong)(nong)(nong)戶(hu)年(nian)(nian)齡(ling)越(yue)(yue)(yue)大(da)(da)，確(que)(que)實(shi)越(yue)(yue)(yue)愿(yuan)(yuan)(yuan)(yuan)意(yi)選(xuan)(xuan)擇(ze)(ze)(ze)(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)密(mi)(mi)的(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi);性(xing)別的(de)(de)(de)(de)(de)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)數(shu)(shu)(shu)為(wei)(wei)負，說明(ming)(ming)(ming)(ming)與女性(xing)相比，確(que)(que)實(shi)男性(xing)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)愿(yuan)(yuan)(yuan)(yuan)意(yi)選(xuan)(xuan)擇(ze)(ze)(ze)(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)密(mi)(mi)的(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi);文(wen)化(hua)程(cheng)(cheng)(cheng)度(du)的(de)(de)(de)(de)(de)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)數(shu)(shu)(shu)為(wei)(wei)正(zheng)(zheng)，說明(ming)(ming)(ming)(ming)農(nong)(nong)(nong)(nong)(nong)戶(hu)文(wen)化(hua)程(cheng)(cheng)(cheng)度(du)越(yue)(yue)(yue)高(gao)，確(que)(que)實(shi)越(yue)(yue)(yue)愿(yuan)(yuan)(yuan)(yuan)意(yi)選(xuan)(xuan)擇(ze)(ze)(ze)(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)密(mi)(mi)的(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)。家庭經營(ying)(ying)(ying)(ying)特征(zheng)(zheng)變(bian)(bian)量(liang)中(zhong)(zhong)，家庭成(cheng)員(yuan)非(fei)農(nong)(nong)(nong)(nong)(nong)職業(ye)(ye)(ye)(ye)情況(kuang)(kuang)的(de)(de)(de)(de)(de)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)數(shu)(shu)(shu)為(wei)(wei)負，說明(ming)(ming)(ming)(ming)有(you)成(cheng)員(yuan)從事非(fei)農(nong)(nong)(nong)(nong)(nong)職業(ye)(ye)(ye)(ye)的(de)(de)(de)(de)(de)家庭確(que)(que)實(shi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)不愿(yuan)(yuan)(yuan)(yuan)意(yi)選(xuan)(xuan)擇(ze)(ze)(ze)(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)密(mi)(mi)的(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)。水稻(dao)(dao)種(zhong)(zhong)(zhong)植(zhi)(zhi)面(mian)積(ji)的(de)(de)(de)(de)(de)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)數(shu)(shu)(shu)為(wei)(wei)正(zheng)(zheng)，說明(ming)(ming)(ming)(ming)種(zhong)(zhong)(zhong)植(zhi)(zhi)面(mian)積(ji)越(yue)(yue)(yue)大(da)(da)，確(que)(que)實(shi)農(nong)(nong)(nong)(nong)(nong)戶(hu)選(xuan)(xuan)擇(ze)(ze)(ze)(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)密(mi)(mi)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)的(de)(de)(de)(de)(de)可能(neng)性(xing)越(yue)(yue)(yue)大(da)(da);種(zhong)(zhong)(zhong)植(zhi)(zhi)水稻(dao)(dao)年(nian)(nian)數(shu)(shu)(shu)的(de)(de)(de)(de)(de)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)數(shu)(shu)(shu)為(wei)(wei)正(zheng)(zheng)，說明(ming)(ming)(ming)(ming)農(nong)(nong)(nong)(nong)(nong)戶(hu)種(zhong)(zhong)(zhong)植(zhi)(zhi)水稻(dao)(dao)的(de)(de)(de)(de)(de)年(nian)(nian)數(shu)(shu)(shu)越(yue)(yue)(yue)長，確(que)(que)實(shi)農(nong)(nong)(nong)(nong)(nong)戶(hu)選(xuan)(xuan)擇(ze)(ze)(ze)(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)密(mi)(mi)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)的(de)(de)(de)(de)(de)可能(neng)性(xing)越(yue)(yue)(yue)大(da)(da)。經濟特征(zheng)(zheng)變(bian)(bian)量(liang)中(zhong)(zhong)，固定資產(chan)(chan)(chan)(chan)(chan)轉(zhuan)化(hua)損失(shi)情況(kuang)(kuang)的(de)(de)(de)(de)(de)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)數(shu)(shu)(shu)為(wei)(wei)正(zheng)(zheng)，說明(ming)(ming)(ming)(ming)用于水稻(dao)(dao)生(sheng)產(chan)(chan)(chan)(chan)(chan)的(de)(de)(de)(de)(de)固定資產(chan)(chan)(chan)(chan)(chan)用途轉(zhuan)換損失(shi)越(yue)(yue)(yue)嚴重(zhong)，確(que)(que)實(shi)農(nong)(nong)(nong)(nong)(nong)戶(hu)越(yue)(yue)(yue)愿(yuan)(yuan)(yuan)(yuan)意(yi)選(xuan)(xuan)擇(ze)(ze)(ze)(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)密(mi)(mi)的(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi);家庭主要收(shou)(shou)入(ru)來源的(de)(de)(de)(de)(de)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)數(shu)(shu)(shu)為(wei)(wei)負，說明(ming)(ming)(ming)(ming)農(nong)(nong)(nong)(nong)(nong)戶(hu)收(shou)(shou)入(ru)結(jie)構中(zhong)(zhong)，農(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)收(shou)(shou)入(ru)所(suo)占比重(zhong)越(yue)(yue)(yue)高(gao)，確(que)(que)實(shi)越(yue)(yue)(yue)愿(yuan)(yuan)(yuan)(yuan)意(yi)選(xuan)(xuan)擇(ze)(ze)(ze)(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)密(mi)(mi)的(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)。外(wai)部(bu)環境(jing)(jing)特征(zheng)(zheng)變(bian)(bian)量(liang)中(zhong)(zhong)，產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)密(mi)(mi)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)交易過程(cheng)(cheng)(cheng)順暢(chang)情況(kuang)(kuang)的(de)(de)(de)(de)(de)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)數(shu)(shu)(shu)為(wei)(wei)正(zheng)(zheng)，說明(ming)(ming)(ming)(ming)在水稻(dao)(dao)生(sheng)產(chan)(chan)(chan)(chan)(chan)、銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)過程(cheng)(cheng)(cheng)中(zhong)(zhong)，產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)密(mi)(mi)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)交易過程(cheng)(cheng)(cheng)越(yue)(yue)(yue)順暢(chang)，確(que)(que)實(shi)農(nong)(nong)(nong)(nong)(nong)戶(hu)越(yue)(yue)(yue)愿(yuan)(yuan)(yuan)(yuan)意(yi)選(xuan)(xuan)擇(ze)(ze)(ze)(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)密(mi)(mi)的(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi);是(shi)(shi)否(fou)參(can)(can)加過農(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)合作經濟組(zu)(zu)織(zhi)(zhi)的(de)(de)(de)(de)(de)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)數(shu)(shu)(shu)為(wei)(wei)正(zheng)(zheng)，說明(ming)(ming)(ming)(ming)參(can)(can)加過農(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)合作經濟組(zu)(zu)織(zhi)(zhi)的(de)(de)(de)(de)(de)農(nong)(nong)(nong)(nong)(nong)戶(hu)確(que)(que)實(shi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)愿(yuan)(yuan)(yuan)(yuan)意(yi)選(xuan)(xuan)擇(ze)(ze)(ze)(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)密(mi)(mi)的(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi);對(dui)農(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)生(sheng)態環境(jing)(jing)的(de)(de)(de)(de)(de)關(guan)(guan)(guan)(guan)注程(cheng)(cheng)(cheng)度(du)的(de)(de)(de)(de)(de)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)數(shu)(shu)(shu)為(wei)(wei)正(zheng)(zheng)，說明(ming)(ming)(ming)(ming)農(nong)(nong)(nong)(nong)(nong)戶(hu)對(dui)農(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)生(sheng)態環境(jing)(jing)的(de)(de)(de)(de)(de)關(guan)(guan)(guan)(guan)注程(cheng)(cheng)(cheng)度(du)越(yue)(yue)(yue)高(gao)，確(que)(que)實(shi)越(yue)(yue)(yue)愿(yuan)(yuan)(yuan)(yuan)意(yi)選(xuan)(xuan)擇(ze)(ze)(ze)(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)密(mi)(mi)的(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi);是(shi)(shi)否(fou)參(can)(can)加過農(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)技術培(pei)訓的(de)(de)(de)(de)(de)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)數(shu)(shu)(shu)為(wei)(wei)正(zheng)(zheng)，說明(ming)(ming)(ming)(ming)參(can)(can)加過農(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)技術培(pei)訓的(de)(de)(de)(de)(de)農(nong)(nong)(nong)(nong)(nong)戶(hu)確(que)(que)實(shi)越(yue)(yue)(yue)愿(yuan)(yuan)(yuan)(yuan)意(yi)選(xuan)(xuan)擇(ze)(ze)(ze)(ze)產(chan)(chan)(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)關(guan)(guan)(guan)(guan)系(xi)(xi)(xi)(xi)(xi)(xi)(xi)(xi)更(geng)(geng)(geng)(geng)(geng)(geng)(geng)(geng)緊(jin)(jin)(jin)(jin)密(mi)(mi)的(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)方(fang)(fang)(fang)(fang)式(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)(shi)。

四(si)、簡(jian)短(duan)結論及政策(ce)建議

篇6

一農產(chan)品(pin)市場營銷精(jing)品(pin)資源共享課建設的基本(ben)思路

1農產品(pin)(pin)市場營銷精品(pin)(pin)資源(yuan)共(gong)享課程(cheng)特色介紹

通(tong)過講(jiang)授(shou)農(nong)產品市(shi)場(chang)營銷的(de)(de)(de)基(ji)(ji)本(ben)概(gai)念、基(ji)(ji)本(ben)原理(li)(li)、基(ji)(ji)本(ben)方法及其發展動態的(de)(de)(de)講(jiang)授(shou)和研(yan)(yan)究(jiu)(jiu)，使學(xue)生把握農(nong)產品市(shi)場(chang)營銷觀念及理(li)(li)論(lun)(lun)的(de)(de)(de)演變(bian)和新(xin)(xin)發展；并(bing)對農(nong)產品市(shi)場(chang)營銷理(li)(li)論(lun)(lun)和實踐中的(de)(de)(de)某些新(xin)(xin)問題進行研(yan)(yan)究(jiu)(jiu)和探討。農(nong)產品市(shi)場(chang)營銷實踐現(xian)狀及其案例(li)(li)(li)(li)分(fen)析，了解和借鑒農(nong)產品市(shi)場(chang)營銷現(xian)實，加強感性認識；運用(yong)理(li)(li)論(lun)(lun)知識進行分(fen)析，培(pei)養(yang)和提(ti)高學(xue)生的(de)(de)(de)綜合(he)分(fen)析能力和語言表(biao)達能力。在已有(you)的(de)(de)(de)案例(li)(li)(li)(li)庫(ku)資料(liao)的(de)(de)(de)基(ji)(ji)礎上追蹤典型案例(li)(li)(li)(li)農(nong)產品市(shi)場(chang)營銷的(de)(de)(de)新(xin)(xin)發展，通(tong)過對其不(bu)斷完善(shan)篩選(xuan)形成案例(li)(li)(li)(li)庫(ku)更新(xin)(xin)；同時選(xuan)擇具有(you)一定影響(xiang)力和代表(biao)性的(de)(de)(de)新(xin)(xin)案例(li)(li)(li)(li)引(yin)入課堂。運用(yong)音像案例(li)(li)(li)(li)的(de)(de)(de)觀摩、文本(ben)案例(li)(li)(li)(li)的(de)(de)(de)分(fen)析討論(lun)(lun)、模(mo)擬性案例(li)(li)(li)(li)的(de)(de)(de)操作來進行教學(xue)。

初步(bu)運(yun)用農(nong)產(chan)品市(shi)場(chang)營銷理(li)論解決企(qi)(qi)業在農(nong)產(chan)品營銷中(zhong)的(de)(de)某些實(shi)際問題，提高學(xue)生(sheng)的(de)(de)實(shi)際調研(yan)能力、分析(xi)研(yan)究能力、社(she)會交往能力，文字表達能力。要求(qiu)學(xue)生(sheng)運(yun)用所學(xue)理(li)論對企(qi)(qi)業的(de)(de)農(nong)產(chan)品營銷活(huo)動進行實(shi)際的(de)(de)調查、分析(xi)、診斷，并提出農(nong)產(chan)品市(shi)場(chang)營銷改進方案。

2農產品市場營(ying)銷精品資(zi)源共享課程的創新性

農(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)市(shi)場(chang)(chang)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)是市(shi)場(chang)(chang)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)專業的(de)(de)必修基礎(chu)課(ke)程，通過本(ben)(ben)課(ke)程的(de)(de)教學，使(shi)學生成為(wei)既具(ju)備(bei)市(shi)場(chang)(chang)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)專業知識又兼有營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)業務能力(li)，既懂(dong)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)技(ji)術又懂(dong)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)管(guan)理基本(ben)(ben)知識的(de)(de)復合(he)(he)應用型人才(cai)。使(shi)受教學生能夠掌握國內(nei)(nei)外(wai)主(zhu)要(yao)農(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)的(de)(de)供求狀況(kuang)、區(qu)域分布以(yi)及(ji)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)特性(xing)，了解(jie)國內(nei)(nei)外(wai)農(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)理論研究中(zhong)的(de)(de)前沿熱點。能夠運用農(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)市(shi)場(chang)(chang)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)理論、方法分析和解(jie)決企(qi)業農(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)市(shi)場(chang)(chang)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)中(zhong)的(de)(de)實(shi)際問題，培(pei)養學生綜合(he)(he)素(su)質(zhi)能力(li)，成為(wei)具(ju)有創新性(xing)、實(shi)踐(jian)能力(li)以(yi)及(ji)開拓(tuo)精神(shen)的(de)(de)適(shi)用型人才(cai)，為(wei)未來參(can)加農(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)市(shi)場(chang)(chang)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)管(guan)理實(shi)踐(jian)打下堅實(shi)基礎(chu)。

二(er)農(nong)產品市場營(ying)銷與(yu)國內外同(tong)類課(ke)程比(bi)較及存在(zai)的(de)不足

1農產(chan)品市(shi)場(chang)營銷(xiao)理論課程內容設計

結合(he)工商管理類相關專(zhuan)業(ye)學生的特(te)點，以(yi)及(ji)本課(ke)(ke)程(cheng)作為專(zhuan)業(ye)基礎課(ke)(ke)程(cheng)的要求，在內(nei)容(rong)設計(ji)上要有(you)較高的獨立性(xing)(xing)，又富有(you)彈(dan)性(xing)(xing)，每一章的內(nei)容(rong)可以(yi)單獨成為一個模(mo)板進行教(jiao)學，教(jiao)師也可以(yi)根(gen)據教(jiao)學課(ke)(ke)時和(he)教(jiao)學需要，選取任(ren)意章節進行教(jiao)學，具(ju)有(you)一定的可剪裁(cai)性(xing)(xing)以(yi)及(ji)可拼湊性(xing)(xing)，可根(gen)據不同的培養目標將(jiang)內(nei)容(rong)模(mo)塊裁(cai)減、拼接成不同類型的知識體系。詳見(jian)下表1.

2農產(chan)品市場(chang)營(ying)銷的教學方(fang)法與(yu)手(shou)段(duan)

總結出了一(yi)(yi)、二、三(san)、四(si)、五的教學(xue)(xue)模式：一(yi)(yi)、二、三(san)、四(si)、五的教學(xue)(xue)模式，即貫穿一(yi)(yi)條主(zhu)線、實施兩個(ge)教學(xue)(xue)方法、把(ba)握三(san)個(ge)重(zhong)點、聯(lian)系四(si)個(ge)實際(ji)、抓好(hao)五個(ge)環節。

（1）貫穿(chuan)一(yi)(yi)條主(zhu)線，著重強調(diao)(diao)(diao)在(zai)教學(xue)中要強調(diao)(diao)(diao)農產(chan)品(pin)市場營(ying)銷的思(si)路、觀念、思(si)想和理念，特別是強調(diao)(diao)(diao)一(yi)(yi)個“度”的把握；

（2）實施兩(liang)個教(jiao)(jiao)學(xue)方法，一(yi)是案(an)例教(jiao)(jiao)學(xue)，一(yi)是互動教(jiao)(jiao)學(xue)；

（3）把握三個(ge)重點，即：營銷(xiao)環境分析、農產品市場調研與預測、4PS的(de)分析；

（4）聯系四(si)個實(shi)(shi)際：國內外實(shi)(shi)際、企業成(cheng)(cheng)功(gong)實(shi)(shi)際、學(xue)校實(shi)(shi)際、個人成(cheng)(cheng)功(gong)實(shi)(shi)際；

（5）抓好五個環節：筆記(ji)、作業、討論(lun)、論(lun)文、演講(jiang)。

 案例分(fen)析(xi)與情景模(mo)擬式(shi)教(jiao)學：結合國內外最(zui)新(xin)、最(zui)具代表(biao)性的農產(chan)品市場(chang)營(ying)銷(xiao)案例進行課(ke)堂教(jiao)學，促使學生關注現實問題(ti)(ti)，激起(qi)其(qi)將理(li)論運(yun)用(yong)于實踐(jian)的嘗試熱情，培養學生分(fen)析(xi)和解決實際問題(ti)(ti)的能力。

互動啟(qi)(qi)發式(shi)教學(xue)：以(yi)問(wen)題(ti)為導向，開啟(qi)(qi)學(xue)生的思維，增強(qiang)學(xue)生的注意力，提高其聽課興趣，達(da)到高質量的教學(xue)效果(guo)，并通(tong)過小組討論、頭腦風暴等方式(shi)，培(pei)養學(xue)生的思考(kao)、表達(da)等能力和團(tuan)隊(dui)精(jing)神(shen)。

創新(xin)(xin)創業教育實踐：為(wei)使學(xue)(xue)生能(neng)夠將(jiang)所學(xue)(xue)農產品市(shi)場(chang)營銷專業知識(shi)應(ying)用于實踐，同(tong)時拓展(zhan)學(xue)(xue)生的就業面，學(xue)(xue)校鼓(gu)勵有條件(jian)的在校學(xue)(xue)生在專業教師的指(zhi)導下(xia)自(zi)主創業，在全校范圍(wei)內開展(zhan)創新(xin)(xin)教育，提倡創新(xin)(xin)精神。

3農產品市場營銷實踐性(xing)教學(xue)方法

（1）案例分(fen)析法。通過案例式教(jiao)學，使學生能(neng)夠把枯燥的(de)理(li)論主(zhu)動運(yun)用于(yu)具體逼真營(ying)銷(xiao)場景(jing)中，促使學生關注(zhu)現實問題，激起其將市(shi)場營(ying)銷(xiao)理(li)論運(yun)用于(yu)營(ying)銷(xiao)實踐(jian)的(de)嘗(chang)試熱情(qing)，培養學生分(fen)析和解決實際(ji)問題的(de)能(neng)力。

（2）頭腦風暴法。不定期組地織學(xue)生們暢(chang)所欲言(yan)、充(chong)分(fen)交流討論，打(da)破傳統(tong)思(si)維(wei)定勢，進行開放性思(si)考(kao)，以此培(pei)養學(xue)生的團隊精神、獨(du)立思(si)考(kao)以及流暢(chang)表(biao)達等方面的能力。

（3）學(xue)生獨立講授。通過鍛煉(lian)學(xue)生的語言表達能力，提高(gao)學(xue)生的資料收集整理能力，提高(gao)學(xue)生的綜合分(fen)析能力。

（4）情景模擬(ni)。由(you)學生扮(ban)演相關(guan)的角色(se)（也可輪流扮(ban)演）解(jie)決(jue)(jue)的管(guan)理問題，置身管(guan)理實踐中(zhong)分(fen)(fen)析與解(jie)決(jue)(jue)所面(mian)臨的問題。運用所學知識，自(zi)主分(fen)(fen)析與決(jue)(jue)策，以提高學生實際決(jue)(jue)策的技能(neng)。

（5）小(xiao)組討(tao)論(lun)。分別劃分不同的(de)小(xiao)組對(dui)教師提(ti)出(chu)的(de)問題(ti)進(jin)行討(tao)論(lun)，提(ti)出(chu)針對(dui)性的(de)方案建議(yi)，并在小(xiao)組間進(jin)行研(yan)討(tao)和(he)辯論(lun)。

（6）企(qi)業實(shi)地訓練。有計劃(hua)地安排學生(sheng)輪流到共建企(qi)業，選定一(yi)定企(qi)業進(jin)行農產品市場營銷相應(ying)環節的實(shi)踐操作。在(zai)學生(sheng)現(xian)場實(shi)踐中，邀請(qing)企(qi)業職能部門給予指點。

（7）調(diao)查(cha)與訪問(wen)。組織學生(sheng)進行(xing)社會調(diao)查(cha)，深入企業農產品市場營銷各相關環節，訪問(wen)企業家與管理者，再(zai)由(you)學生(sheng)寫出調(diao)研(yan)報(bao)告。

三農產品市場(chang)營銷(xiao)精品資(zi)源(yuan)共享(xiang)課建設(she)的(de)資(zi)源(yuan)特色

1以培養綜合管理技能為主(zhu)線，建立完善(shan)的教(jiao)學內容體系(xi)

在精品(pin)視頻(pin)公開課(ke)建設過程中使整個農(nong)產(chan)(chan)品(pin)市(shi)(shi)(shi)場(chang)營(ying)銷課(ke)程的教學內容以(yi)這種綜合(he)管理技能(neng)為主線進(jin)行設計。使學生掌握兩(liang)大基礎。一是(shi)農(nong)產(chan)(chan)品(pin)市(shi)(shi)(shi)場(chang)營(ying)銷基礎能(neng)力(li)，包(bao)(bao)括農(nong)產(chan)(chan)品(pin)市(shi)(shi)(shi)場(chang)營(ying)銷基本理論(lun)和(he)職能(neng)的掌握，農(nong)產(chan)(chan)品(pin)市(shi)(shi)(shi)場(chang)營(ying)銷實踐者素質和(he)技能(neng)的提升。二是(shi)創(chuang)新發展能(neng)力(li)，包(bao)(bao)括創(chuang)新意識(shi)培養(yang)和(he)創(chuang)新手段的掌握。

培(pei)養(yang)學生六大(da)關鍵能(neng)(neng)(neng)力。按(an)照農(nong)產品市(shi)(shi)場營銷綜合(he)管理(li)的(de)(de)需(xu)要，本課(ke)(ke)程要重點(dian)培(pei)養(yang)學生的(de)(de)六大(da)關鍵能(neng)(neng)(neng)力，即環境(jing)分(fen)析(xi)能(neng)(neng)(neng)力、市(shi)(shi)場調(diao)研能(neng)(neng)(neng)力、市(shi)(shi)場預測(ce)能(neng)(neng)(neng)力、4PS分(fen)析(xi)能(neng)(neng)(neng)力、相關農(nong)產品市(shi)(shi)場營銷能(neng)(neng)(neng)力、國際市(shi)(shi)場營銷能(neng)(neng)(neng)力。在(zai)(zai)本課(ke)(ke)程中，在(zai)(zai)介紹六大(da)職能(neng)(neng)(neng)基本原(yuan)理(li)的(de)(de)基礎上(shang)，重點(dian)放在(zai)(zai)農(nong)產品市(shi)(shi)場營銷所需(xu)的(de)(de)實用技能(neng)(neng)(neng)上(shang)。這部(bu)分(fen)是本課(ke)(ke)程的(de)(de)主體與重心。課(ke)(ke)程的(de)(de)主要網絡資源詳見表2，

我們從2006年(nian)開始(shi)，每學(xue)期(qi)都舉行2周(zhou)的(de)農(nong)產(chan)品(pin)市場(chang)營(ying)銷模(mo)擬實(shi)踐教(jiao)學(xue)，使(shi)學(xue)生參與到企業的(de)農(nong)產(chan)品(pin)市場(chang)營(ying)銷的(de)實(shi)踐，從感(gan)知到感(gan)悟，從表象(xiang)概念到實(shi)際的(de)深(shen)入了解。

2強化(hua)“雙師(shi)素質”，重(zhong)點培(pei)養青年教師(shi)

為實現這一目標(biao)，我們一直致力(li)于(yu)加強團(tuan)(tuan)隊(dui)的建(jian)(jian)設，特(te)別是教(jiao)學梯隊(dui)的凝聚力(li)和團(tuan)(tuan)結(jie)互助，形成團(tuan)(tuan)隊(dui)力(li)量，通過改(gai)善學歷和學緣結(jie)構，注意加大(da)兼職(zhi)教(jiao)師(shi)隊(dui)伍建(jian)(jian)設力(li)度，重點培養青年(nian)教(jiao)師(shi)。并為其(qi)成為學科骨(gu)干教(jiao)師(shi)盡量提供環境條件。落實與(yu)組織(zhi)規劃教(jiao)材的編寫工作，注重中青年(nian)教(jiao)師(shi)的參與(yu)，經常(chang)性地開展教(jiao)學改(gai)革和教(jiao)學研討活動。

3堅持(chi)“青年教師(shi)導師(shi)制”，發揮(hui)老(lao)教師(shi)的“傳(chuan)、幫、帶(dai)”作用

根據每位青年教(jiao)師的(de)具(ju)體情況(kuang)，落實培養規劃(hua)，為他們聘任(ren)思(si)想作(zuo)(zuo)(zuo)風好，學(xue)術(shu)水(shui)平高，教(jiao)學(xue)經驗豐富，治學(xue)嚴(yan)謹并具(ju)有副教(jiao)授(shou)以(yi)上職稱的(de)教(jiao)師擔任(ren)指導教(jiao)師。在較短的(de)時間內，通過基(ji)本的(de)教(jiao)學(xue)關。并創造一(yi)定(ding)條件讓青年教(jiao)師參與科研工作(zuo)(zuo)(zuo)，培養出一(yi)批(pi)思(si)想品質好，業務能力強，作(zuo)(zuo)(zuo)風踏實，有獻(xian)身(shen)精神的(de)教(jiao)學(xue)骨干教(jiao)師。

4教學與科研建設

（1）課程組定(ding)期或不定(ding)期召開(kai)教(jiao)學方(fang)法研討會，交(jiao)流教(jiao)學經驗。適時邀請(qing)外校有(you)經驗的教(jiao)師參與我們的經驗交(jiao)流。

（2）鼓(gu)勵和(he)要求課程組(zu)教(jiao)(jiao)師(shi)(shi)加強教(jiao)(jiao)學方法和(he)管(guan)理研究(jiu)。鼓(gu)勵課程組(zu)教(jiao)(jiao)師(shi)(shi)撰寫(xie)和(he)發表與(yu)課程建(jian)(jian)設有關的論文。鼓(gu)勵課程組(zu)老師(shi)(shi)開展與(yu)課程建(jian)(jian)設有關的專項課題研究(jiu)。

5課(ke)程建設的主(zhu)要(yao)步驟

（1）按“精(jing)品視頻(pin)資源(yuan)共享課(ke)(ke)”的(de)要求(qiu)進行(xing)本課(ke)(ke)程的(de)建設，同時引進、補充新(xin)的(de)課(ke)(ke)程組成員，優化課(ke)(ke)程組師(shi)資隊伍的(de)職稱(cheng)結構(gou)和年齡結構(gou)。

（2）修訂(ding)和完(wan)善配套(tao)教(jiao)(jiao)(jiao)材(cai)建(jian)設，特別是要出版實(shi)(shi)踐性教(jiao)(jiao)(jiao)材(cai)，完(wan)善教(jiao)(jiao)(jiao)學文件(jian)的管(guan)理。建(jian)立齊(qi)全的教(jiao)(jiao)(jiao)學大綱(gang)、教(jiao)(jiao)(jiao)學進(jin)度表、習題(ti)集、講(jiang)義、試題(ti)庫(ku)等教(jiao)(jiao)(jiao)學資料(liao)，輸入(ru)計算機(ji)進(jin)行管(guan)理。制作或完(wan)善本(ben)課程的多媒體課件(jian)、資料(liao)庫(ku)、模擬實(shi)(shi)驗(yan)等。

（3）補充和(he)完善網絡教(jiao)學(xue)資源，在網站中建立教(jiao)師和(he)學(xue)生的(de)互動平臺，開展在線(xian)討論和(he)教(jiao)學(xue)，并提供大量的(de)課外閱讀材料(liao)，供學(xue)生自學(xue)。

總之(zhi)，通過(guo)(guo)本課(ke)程(cheng)的教(jiao)學(xue)(xue)，改變過(guo)(guo)去“課(ke)程(cheng)單一型”的人才培(pei)養(yang)模式，培(pei)養(yang)學(xue)(xue)生(sheng)專業知識(shi)(shi)(shi)融合(he)和(he)(he)知識(shi)(shi)(shi)復合(he)能(neng)力(li)，提(ti)升(sheng)學(xue)(xue)生(sheng)的知識(shi)(shi)(shi)轉(zhuan)換與遷移(yi)能(neng)力(li)、知識(shi)(shi)(shi)綜(zong)合(he)運用能(neng)力(li)和(he)(he)營(ying)(ying)銷(xiao)(xiao)經營(ying)(ying)決(jue)策(ce)能(neng)力(li)。按照(zhao)建(jian)立國家級精品(pin)資源共享課(ke)程(cheng)的要求，系統扎實(shi)地對(dui)農(nong)產品(pin)市(shi)(shi)場營(ying)(ying)銷(xiao)(xiao)建(jian)設課(ke)程(cheng)的各個環節(jie)進行協調整合(he)，提(ti)高學(xue)(xue)生(sheng)農(nong)產品(pin)市(shi)(shi)場營(ying)(ying)銷(xiao)(xiao)的實(shi)驗實(shi)踐(jian)以及“雙創”能(neng)力(li)。學(xue)(xue)會用農(nong)產品(pin)市(shi)(shi)場營(ying)(ying)銷(xiao)(xiao)理論、方法分析和(he)(he)解(jie)決(jue)企業農(nong)產品(pin)市(shi)(shi)場營(ying)(ying)銷(xiao)(xiao)中的實(shi)際(ji)問題，培(pei)養(yang)學(xue)(xue)生(sheng)綜(zong)合(he)素質，為畢業后成功地走(zou)上社會參加農(nong)產品(pin)市(shi)(shi)場營(ying)(ying)銷(xiao)(xiao)經營(ying)(ying)管(guan)理實(shi)踐(jian)打下良好的基礎。

參考文獻

[1]侯(hou)治富(fu)，金祥雷(lei).精品課(ke)程建(jian)設目標及實(shi)現途(tu)徑(jing)的研究與實(shi)踐[J].中國大(da)學(xue)教學(xue)，2006（1）：21-23.

[2]楊(yang)輝.高等農業院校(xiao)科技園與大學生創(chuang)業的聯動機(ji)制研究[J].黑龍江教(jiao)育學院學報，2012（9）：19-20.

篇7

關(guan)鍵(jian)詞：綠色貿易壁壘(lei)；農產品(pin)出口；國際(ji)貿易；影響；對策(ce)

中(zhong)圖(tu)分(fen)類(lei)號(hao)：F74 文獻標志碼：A 文章編號(hao)：1673-291X（2016）07-0164-02

一、綠色貿易壁壘的主要相關理(li)論

（一(yi)）綠色(se)貿易壁壘的內涵

綠色貿易(yi)壁壘(lei)也稱環境(jing)貿易(yi)壁壘(lei)，從其意義上說，它(ta)是指那些以(yi)(yi)維護人(ren)類健康和(he)環境(jing)安(an)全為(wei)目的(de)(de)而采取(qu)的(de)(de)限(xian)制甚至禁止有關國際貿易(yi)活動的(de)(de)法律、法規、標準、政策(ce)及其相應的(de)(de)行政措施，以(yi)(yi)避免(mian)這些貿易(yi)活動可能導致的(de)(de)環境(jing)污染，實現(xian)經濟與社會的(de)(de)可持續(xu)發展[1]。

（二(er)）綠色(se)貿(mao)易壁壘(lei)的產生及原因

談起綠色(se)貿(mao)易壁(bi)(bi)壘(lei)，也(ye)許大家并不陌生(sheng)，但在剛開始其實并沒有(you)“綠色(se)貿(mao)易壁(bi)(bi)壘(lei)”這一專(zhuan)業名詞，其相(xiang)關(guan)的概念都被包(bao)含在技(ji)術(shu)貿(mao)易壁(bi)(bi)壘(lei)之中，所以綠色(se)壁(bi)(bi)壘(lei)其實是技(ji)術(shu)貿(mao)易壁(bi)(bi)壘(lei)的一種形式。綠色(se)貿(mao)易壁(bi)(bi)壘(lei)作(zuo)為一種非關(guan)稅(shui)壁(bi)(bi)壘(lei)產生(sheng)于20世紀80年代后期，20世紀90年代開始興起于各國[2]。從其背(bei)景(jing)來看，以下因素加快了綠色(se)壁(bi)(bi)壘(lei)的產生(sheng)和發展：

1.生態(tai)環(huan)境日益惡化，迫(po)切需要改善環(huan)境。隨著世(shi)(shi)界(jie)經濟快(kuai)速(su)發展的同時，環(huan)境污染問題也嚴重(zhong)威脅著人(ren)類(lei)生存和健康，從而引(yin)發了人(ren)們對于環(huan)境保護(hu)的思考。國際(ji)社(she)會關于環(huan)境保護(hu)的呼聲也越來越高漲，世(shi)(shi)貿(mao)組織也在相關文件(jian)中指出(chu)環(huan)境保護(hu)的重(zhong)要性(xing)。“Environmental requirements aim to improve the use of resources and reduce pollution by setting specifications for products and production methods.They cover objectives such as energy efficiency，emissions performance，waste minimization and recycling，forestry management，and soil，wildlife and natural habitat protection.Because environmental requirements set specified targets，they provide greater certainty about outcomes for the environment。”[3]

2.傳統的(de)(de)非關(guan)稅壁(bi)壘(lei)已不能(neng)滿(man)足發(fa)達國(guo)家(jia)對(dui)外貿(mao)易(yi)(yi)的(de)(de)需要。二戰后，西(xi)方(fang)資本主義(yi)國(guo)家(jia)經濟受(shou)到重(zhong)創，為了重(zhong)新(xin)崛起(qi)，西(xi)方(fang)各國(guo)開始(shi)考慮實行(xing)貿(mao)易(yi)(yi)自由(you)化。隨著經濟全球化的(de)(de)發(fa)展(zhan)以及GATT和(he)WTO的(de)(de)運行(xing)，關(guan)稅壁(bi)壘(lei)不斷降低，非關(guan)稅壁(bi)壘(lei)也(ye)(ye)受(shou)到了限制。發(fa)達國(guo)家(jia)為了限制一些(xie)發(fa)展(zhan)中(zhong)國(guo)家(jia)進口產(chan)品，開始(shi)尋(xun)求新(xin)的(de)(de)貿(mao)易(yi)(yi)保護，貿(mao)易(yi)(yi)壁(bi)壘(lei)應運而(er)生(sheng)[4]。發(fa)達國(guo)家(jia)工業的(de)(de)迅速發(fa)展(zhan)，產(chan)生(sheng)的(de)(de)經濟污染也(ye)(ye)給環(huan)境問(wen)題(ti)(ti)帶來傷害(hai)。這些(xie)問(wen)題(ti)(ti)的(de)(de)產(chan)生(sheng)使得國(guo)際(ji)社(she)會不得不開始(shi)關(guan)注(zhu)環(huan)境問(wen)題(ti)(ti)。其中(zhong)WTO和(he)GATT在對(dui)外貿(mao)易(yi)(yi)中(zhong)也(ye)(ye)對(dui)環(huan)境問(wen)題(ti)(ti)做出(chu)了相關(guan)規定，這些(xie)環(huan)保浪潮的(de)(de)興起(qi)促進了綠(lv)色壁(bi)壘(lei)的(de)(de)產(chan)生(sheng)和(he)發(fa)展(zhan)。

3.發達(da)國(guo)(guo)(guo)(guo)家(jia)(jia)與發展(zhan)中國(guo)(guo)(guo)(guo)家(jia)(jia)間生產(chan)力水平(ping)的(de)(de)(de)差距是綠色壁壘(lei)快速發展(zhan)的(de)(de)(de)主要因(yin)素。在國(guo)(guo)(guo)(guo)際貿易(yi)中，發達(da)國(guo)(guo)(guo)(guo)家(jia)(jia)憑借在國(guo)(guo)(guo)(guo)際貿易(yi)中占據(ju)的(de)(de)(de)主導優(you)勢(shi)，由此造成了(le)發達(da)國(guo)(guo)(guo)(guo)家(jia)(jia)和發展(zhan)中國(guo)(guo)(guo)(guo)家(jia)(jia)在對(dui)外貿易(yi)問題(ti)上尖(jian)銳化。發達(da)國(guo)(guo)(guo)(guo)家(jia)(jia)為了(le)保護快速發展(zhan)的(de)(de)(de)經(jing)濟(ji)，不(bu)得(de)不(bu)考慮從別的(de)(de)(de)國(guo)(guo)(guo)(guo)家(jia)(jia)獲取資源。另(ling)外，發達(da)國(guo)(guo)(guo)(guo)家(jia)(jia)為了(le)保持其在國(guo)(guo)(guo)(guo)際貿易(yi)中的(de)(de)(de)領導地位，便讓(rang)檢驗不(bu)合格的(de)(de)(de)進(jin)口產(chan)品限制在本國(guo)(guo)(guo)(guo)市(shi)場之外，因(yin)此使(shi)得(de)綠色貿易(yi)壁壘(lei)迅速在國(guo)(guo)(guo)(guo)際市(shi)場中發展(zhan)開來。

二、河南(nan)省農產(chan)品出口總體現狀

（一）河南省農產品(pin)出口貿易現(xian)狀

河南(nan)省(sheng)(sheng)作為傳統農(nong)業大省(sheng)(sheng)，但農(nong)產(chan)(chan)(chan)品(pin)出(chu)(chu)(chu)口量在全(quan)國來(lai)(lai)說(shuo)并(bing)不大，而(er)且(qie)相對(dui)于農(nong)產(chan)(chan)(chan)品(pin)出(chu)(chu)(chu)口大省(sheng)(sheng)山東省(sheng)(sheng)來(lai)(lai)說(shuo)差距較大。2006―2013年(nian)，河南(nan)省(sheng)(sheng)農(nong)產(chan)(chan)(chan)品(pin)出(chu)(chu)(chu)口額呈增(zeng)長趨勢，但相對(dui)于全(quan)省(sheng)(sheng)總(zong)出(chu)(chu)(chu)口額來(lai)(lai)說(shuo)河南(nan)省(sheng)(sheng)農(nong)產(chan)(chan)(chan)品(pin)出(chu)(chu)(chu)口額占全(quan)省(sheng)(sheng)產(chan)(chan)(chan)品(pin)總(zong)出(chu)(chu)(chu)口額比(bi)率并(bing)不大，2006―2013年(nian)均未超(chao)過10%，這(zhe)種趨勢的(de)造成很大程(cheng)度上是由綠色貿易壁壘引(yin)起的(de)。

隨(sui)著河(he)(he)南省政府和企業對農(nong)(nong)業的扶(fu)持，農(nong)(nong)產品(pin)出(chu)口(kou)速(su)度呈快(kuai)速(su)增長趨勢。其中(zhong)在2014年(nian)，河(he)(he)南省共出(chu)口(kou)農(nong)(nong)產品(pin)達(da)(da)93.1億美元，出(chu)口(kou)總額(e)再創新高(gao)。至2014年(nian)河(he)(he)南省新增8家(jia)國(guo)(guo)家(jia)級出(chu)口(kou)食品(pin)農(nong)(nong)產品(pin)質量(liang)(liang)安全(quan)示范區，總數已達(da)(da)17余(yu)家(jia)，位居全(quan)國(guo)(guo)第二。從(cong)出(chu)口(kou)種類來看(kan)，主要集中(zhong)在香菇、蔬菜及其制品(pin)、果(guo)汁、禽肉等少數優勢產品(pin)，而產量(liang)(liang)居全(quan)國(guo)(guo)前列的小(xiao)(xiao)麥、棉花、油(you)料等出(chu)口(kou)量(liang)(liang)很小(xiao)(xiao)[5]。

（二）河南(nan)省農品出(chu)口的主(zhu)要市場

河(he)(he)(he)南省農產(chan)(chan)(chan)品的出(chu)口(kou)市(shi)場(chang)主要集中在亞洲(zhou)(zhou)(zhou)(zhou)(zhou)(zhou)、歐洲(zhou)(zhou)(zhou)(zhou)(zhou)(zhou)和(he)北美(mei)(mei)(mei)(mei)洲(zhou)(zhou)(zhou)(zhou)(zhou)(zhou)地區，在這些地區中，又(you)主要集中在美(mei)(mei)(mei)(mei)國(guo)、歐盟、日(ri)本等市(shi)場(chang)[6]。從2011年情況來看，河(he)(he)(he)南省出(chu)口(kou)到(dao)亞洲(zhou)(zhou)(zhou)(zhou)(zhou)(zhou)、歐洲(zhou)(zhou)(zhou)(zhou)(zhou)(zhou)和(he)北美(mei)(mei)(mei)(mei)洲(zhou)(zhou)(zhou)(zhou)(zhou)(zhou)的農產(chan)(chan)(chan)品分(fen)別達到(dao)7.12億美(mei)(mei)(mei)(mei)元(yuan)、1.47億美(mei)(mei)(mei)(mei)元(yuan)和(he)1.13億美(mei)(mei)(mei)(mei)元(yuan)，所占(zhan)(zhan)比重(zhong)分(fen)別為66.25%、13.7%和(he)10.51%，三大洲(zhou)(zhou)(zhou)(zhou)(zhou)(zhou)占(zhan)(zhan)河(he)(he)(he)南省農產(chan)(chan)(chan)品總(zong)出(chu)口(kou)額的比重(zhong)達到(dao)了90.46%，而(er)新拓展(zhan)的市(shi)場(chang)所占(zhan)(zhan)比重(zhong)之和(he)尚不足10%[7]。而(er)三大洲(zhou)(zhou)(zhou)(zhou)(zhou)(zhou)都是綠色貿(mao)易壁(bi)壘(lei)比較(jiao)盛(sheng)行的地方，由(you)此看來，河(he)(he)(he)南省農產(chan)(chan)(chan)品還需向非洲(zhou)(zhou)(zhou)(zhou)(zhou)(zhou)、大洋(yang)洲(zhou)(zhou)(zhou)(zhou)(zhou)(zhou)等洲(zhou)(zhou)(zhou)(zhou)(zhou)(zhou)際國(guo)家開拓市(shi)場(chang)，加快農產(chan)(chan)(chan)品出(chu)口(kou)。

（三）河(he)南省(sheng)農產(chan)品(pin)出口的主要(yao)貿易方(fang)式

隨著河(he)南省近年(nian)來(lai)對外貿(mao)(mao)(mao)易的(de)快速發展，河(he)南省農(nong)產(chan)(chan)(chan)品(pin)出(chu)(chu)口貿(mao)(mao)(mao)易方式(shi)呈(cheng)現出(chu)(chu)多樣(yang)化的(de)特點，但以傳統貿(mao)(mao)(mao)易方式(shi)出(chu)(chu)口的(de)農(nong)產(chan)(chan)(chan)品(pin)比重仍然高于(yu)其他貿(mao)(mao)(mao)易方式(shi)。加工貿(mao)(mao)(mao)易對技(ji)術和人才要求較(jiao)高，而(er)河(he)南省生產(chan)(chan)(chan)技(ji)術相(xiang)對比較(jiao)落后。但隨著河(he)南省經(jing)濟(ji)和科(ke)技(ji)實(shi)力的(de)增強(qiang)，加工貿(mao)(mao)(mao)易方式(shi)也得到(dao)了一定(ding)發展，已逐(zhu)漸成(cheng)為農(nong)產(chan)(chan)(chan)品(pin)出(chu)(chu)口主要方式(shi)。自2008年(nian)以來(lai)，以加工貿(mao)(mao)(mao)易方式(shi)出(chu)(chu)口產(chan)(chan)(chan)品(pin)的(de)出(chu)(chu)口額(e)(e)增長(chang)迅速。出(chu)(chu)口額(e)(e)由2008年(nian)的(de)15多億美(mei)元增長(chang)到(dao)2013年(nian)的(de)228多億美(mei)元，并且超過了傳統貿(mao)(mao)(mao)易方式(shi)。

三(san)、規避(bi)綠色貿易壁壘，擴大農產(chan)品出口

（一(yi)）加(jia)大科技投入，建立綠色農產品生產基地

隨著(zhu)現(xian)(xian)代(dai)農(nong)(nong)業(ye)(ye)的(de)(de)快速發(fa)展(zhan)，傳統農(nong)(nong)業(ye)(ye)的(de)(de)生(sheng)(sheng)產(chan)(chan)技(ji)術和方法已經不能適應(ying)(ying)現(xian)(xian)代(dai)社會的(de)(de)發(fa)展(zhan)。因此，要改(gai)善河南省農(nong)(nong)業(ye)(ye)生(sheng)(sheng)產(chan)(chan)技(ji)術，不得不加大(da)財政投(tou)入力(li)度，培(pei)養一(yi)批適應(ying)(ying)現(xian)(xian)代(dai)農(nong)(nong)業(ye)(ye)發(fa)展(zhan)的(de)(de)專業(ye)(ye)人(ren)才，并(bing)研(yan)制出一(yi)系列(lie)現(xian)(xian)代(dai)化的(de)(de)生(sheng)(sheng)產(chan)(chan)技(ji)術。另(ling)外，綠色(se)農(nong)(nong)產(chan)(chan)品生(sheng)(sheng)產(chan)(chan)基地(di)在河南省并(bing)不普(pu)遍，沒有(you)形(xing)成大(da)規模的(de)(de)綠色(se)農(nong)(nong)產(chan)(chan)品生(sheng)(sheng)產(chan)(chan)基地(di)，不能形(xing)成統一(yi)的(de)(de)出口市場，限制了河南省農(nong)(nong)產(chan)(chan)品的(de)(de)對外出口。

（二）廣泛建立農產(chan)品行業協(xie)會，應對綠色壁(bi)壘

農(nong)(nong)(nong)產品行(xing)(xing)業(ye)協(xie)會(hui)是由(you)同(tong)(tong)類農(nong)(nong)(nong)產品供應(ying)鏈中的(de)(de)(de)眾多市(shi)場(chang)主體為(wei)實現共同(tong)(tong)利(li)益(yi)和(he)可(ke)持續發展而自愿組成的(de)(de)(de)具(ju)有(you)行(xing)(xing)業(ye)代表性(xing)的(de)(de)(de)社(she)會(hui)團體[8]。我國(guo)加(jia)入世貿組織后(hou)，國(guo)外農(nong)(nong)(nong)產品行(xing)(xing)業(ye)協(xie)會(hui)便(bian)紛紛要(yao)求進入中國(guo)市(shi)場(chang)，為(wei)本國(guo)農(nong)(nong)(nong)產品開辟(pi)國(guo)際市(shi)場(chang)，由(you)此可(ke)見，農(nong)(nong)(nong)產品行(xing)(xing)業(ye)協(xie)會(hui)對(dui)農(nong)(nong)(nong)產品的(de)(de)(de)重要(yao)性(xing)。河南省目前(qian)雖然也建立了農(nong)(nong)(nong)產品行(xing)(xing)業(ye)協(xie)會(hui)，但目前(qian)只有(you)4家(jia)，鄭州市(shi)2家(jia)，南陽市(shi)1家(jia)，濮陽市(shi)1家(jia)。所以(yi)，加(jia)快建立農(nong)(nong)(nong)產品行(xing)(xing)業(ye)協(xie)會(hui)的(de)(de)(de)步(bu)伐，對(dui)于積極應(ying)對(dui)綠(lv)色貿易壁壘具(ju)有(you)重要(yao)的(de)(de)(de)意義。

（三）轉變農產品出口貿易(yi)方式，向加工貿易(yi)發展

目前，河南(nan)省農(nong)產品(pin)(pin)的出(chu)(chu)(chu)口(kou)(kou)(kou)貿易(yi)(yi)主要是傳統貿易(yi)(yi)方式。因(yin)此，農(nong)產品(pin)(pin)出(chu)(chu)(chu)口(kou)(kou)(kou)不注重對環(huan)保(bao)質(zhi)量的檢(jian)測(ce)，很(hen)容易(yi)(yi)因(yin)為農(nong)藥殘留超標(biao)不符(fu)合出(chu)(chu)(chu)口(kou)(kou)(kou)國家的檢(jian)測(ce)標(biao)準而遭到出(chu)(chu)(chu)口(kou)(kou)(kou)國的綠色壁壘(lei)限制。而且出(chu)(chu)(chu)口(kou)(kou)(kou)初(chu)級產品(pin)(pin)的利潤也較低，所以(yi)轉(zhuan)變農(nong)產品(pin)(pin)出(chu)(chu)(chu)口(kou)(kou)(kou)方式，促使農(nong)產品(pin)(pin)出(chu)(chu)(chu)口(kou)(kou)(kou)向具(ju)有高附加值、高標(biao)準的加工貿易(yi)(yi)發展，對于擴大農(nong)產品(pin)(pin)出(chu)(chu)(chu)口(kou)(kou)(kou)、規(gui)避綠色貿易(yi)(yi)壁壘(lei)十分(fen)必要。

（四）適(shi)應(ying)市場化潮流，開展綠色(se)營銷

現如(ru)今，綠(lv)色(se)(se)(se)(se)營(ying)銷(xiao)(xiao)已經成為(wei)一(yi)種人們比(bi)較(jiao)關(guan)注的營(ying)銷(xiao)(xiao)方式(shi)，也(ye)更容易(yi)使消費者接受。因此(ci)，開(kai)展綠(lv)色(se)(se)(se)(se)營(ying)銷(xiao)(xiao)也(ye)成為(wei)出(chu)口(kou)企業應(ying)對綠(lv)色(se)(se)(se)(se)壁(bi)壘的一(yi)個(ge)有效手段。企業可(ke)針對貿易(yi)國特(te)定(ding)的綠(lv)色(se)(se)(se)(se)壁(bi)壘，積極(ji)進行市場(chang)調(diao)研(yan)，探索相應(ying)的綠(lv)色(se)(se)(se)(se)營(ying)銷(xiao)(xiao)方式(shi)，研(yan)發綠(lv)色(se)(se)(se)(se)產品、綠(lv)色(se)(se)(se)(se)包裝，樹立綠(lv)色(se)(se)(se)(se)形(xing)(xing)象(xiang)，形(xing)(xing)成一(yi)個(ge)綠(lv)色(se)(se)(se)(se)營(ying)銷(xiao)(xiao)體系[9]。在推廣(guang)綠(lv)色(se)(se)(se)(se)品牌的同時，形(xing)(xing)成良好的市場(chang)口(kou)碑，加快農產品出(chu)口(kou)的步伐(fa)。

（五）做好(hao)ISO14000國際標準認證

ISO是(shi)世界上最(zui)(zui)大的非政(zheng)府性標(biao)(biao)準化(hua)專門(men)機構，它在國(guo)(guo)(guo)際(ji)標(biao)(biao)準化(hua)中(zhong)占(zhan)據(ju)主導地(di)位[10]。ISO14000系列標(biao)(biao)準是(shi)國(guo)(guo)(guo)際(ji)標(biao)(biao)準化(hua)組織編制(zhi)的環境(jing)體系管理標(biao)(biao)準，在制(zhi)定環境(jing)標(biao)(biao)準時(shi)綜合考慮(lv)了(le)其(qi)他國(guo)(guo)(guo)家(jia)(jia)(jia)的情況，最(zui)(zui)大限度地(di)使(shi)(shi)標(biao)(biao)準能(neng)在國(guo)(guo)(guo)際(ji)社(she)會中(zhong)普遍(bian)適用[11]。因此(ci)，實施ISO14000標(biao)(biao)準是(shi)對外貿易的“綠色通行證”。而河南省(sheng)農產品(pin)出(chu)口的市場(chang)大部(bu)分是(shi)歐美國(guo)(guo)(guo)家(jia)(jia)(jia)，所以河南省(sheng)企業必須提高農產品(pin)出(chu)口質量(liang)檢驗標(biao)(biao)準，使(shi)(shi)農產品(pin)獲得ISO14000國(guo)(guo)(guo)際(ji)環境(jing)認(ren)證，這(zhe)樣(yang)才能(neng)使(shi)(shi)河南省(sheng)出(chu)口的農產品(pin)檢驗能(neng)夠(gou)通過(guo)發達(da)國(guo)(guo)(guo)家(jia)(jia)(jia)嚴(yan)格的檢驗標(biao)(biao)準，順(shun)利進入發達(da)國(guo)(guo)(guo)家(jia)(jia)(jia)市場(chang)。

參考文獻：

[1] 王紅梅.綠色貿(mao)易壁壘對中國貿(mao)易與環境的(de)影響及對策[J].南京(jing)工業(ye)(ye)職(zhi)業(ye)(ye)技術學院學報，2004，（2）.

[2] 嚴艷榮，劉成群.綠(lv)色(se)壁壘對(dui)我國(guo)花卉(hui)產品出口的SWT0分(fen)析(xi)[J].現代商貿工業，2012，（21）.

[3] WORD TRADE ORGANIZATION.Harnessing trade for sustainable development and a greeneconomy[J/OL].https：///english/

res_e/publications_e/brochure_rio_20_e.pdf[J/OL].

[4] 桑玉芬.綠(lv)色貿易(yi)壁壘(lei)對我國農產品出口(kou)的影響(xiang)及對策(ce)研究[D].南昌(chang)：南昌(chang)大學碩(shuo)士學位論文，2006.

[5] 胡紅月.河南省食品(pin)農產品(pin)出口現狀[J].合作經濟(ji)與(yu)科技，2014，（1）.

[6] 何學松(song).后(hou)危機時代綠色貿易壁壘對河南(nan)省農產(chan)品出口的(de)影響(xiang)及對策[J].江蘇商論，2012，（2）.

[7] 車.河南(nan)省農產品出口市場研究[J].中國商貿，2010，（4）.

[8] 丁長(chang)琴.農(nong)產(chan)品綠色貿易壁壘的影(ying)響(xiang)及對策(ce)研究[J].農(nong)業(ye)經濟問題(ti)，2010，（5）.

[9] 呂玉花，毛健.行業協會對提升農產(chan)品出(chu)口競爭力的作用(yong)[J].經濟導刊，2010，（6）.

篇8

論文(wen)摘(zhai)要：農(nong)(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)區域品(pin)(pin)(pin)(pin)牌(pai)(pai)已成為農(nong)(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)(pai)經營的(de)最佳選擇，是提升區域農(nong)(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)競爭力的(de)有效途徑。通過分析農(nong)(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)區域性(xing)(xing)(xing)品(pin)(pin)(pin)(pin)牌(pai)(pai)的(de)內涵及其特(te)性(xing)(xing)(xing)，總(zong)結出農(nong)(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)區域性(xing)(xing)(xing)品(pin)(pin)(pin)(pin)牌(pai)(pai)的(de)創(chuang)建原則：具有深(shen)厚的(de)區域文(wen)化(hua)底蘊，產(chan)(chan)業(ye)集聚，龍頭(tou)企業(ye)帶動及政(zheng)府扶持，產(chan)(chan)品(pin)(pin)(pin)(pin)差異化(hua)營銷等；提出相(xiang)應(ying)的(de)農(nong)(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)區域性(xing)(xing)(xing)品(pin)(pin)(pin)(pin)牌(pai)(pai)的(de)培育對策：圍繞文(wen)化(hua)內涵確(que)定品(pin)(pin)(pin)(pin)牌(pai)(pai)的(de)核心價值，培育具有核心競爭力的(de)農(nong)(nong)(nong)業(ye)龍頭(tou)企業(ye)，建立標(biao)準質量體系等。

我(wo)國(guo)農(nong)(nong)業(ye)(ye)發(fa)(fa)展(zhan)已(yi)進入一個嶄新階段，農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)商(shang)品(pin)(pin)化(hua)的(de)(de)程度不(bu)斷提高(gao)，農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)市(shi)(shi)場(chang)競爭(zheng)日趨激烈，農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)品(pin)(pin)牌(pai)引起廣泛關注。農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)區(qu)域(yu)(yu)(yu)性(xing)品(pin)(pin)牌(pai)是現代農(nong)(nong)業(ye)(ye)專業(ye)(ye)化(hua)、規模(mo)化(hua)、特色(se)化(hua)、區(qu)域(yu)(yu)(yu)化(hua)發(fa)(fa)展(zhan)的(de)(de)必然結果。由于中國(guo)農(nong)(nong)業(ye)(ye)是分散經營，缺乏規模(mo)效益，創建農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)區(qu)域(yu)(yu)(yu)品(pin)(pin)牌(pai)是最佳選擇，再加上區(qu)域(yu)(yu)(yu)農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)本身所積累(lei)的(de)(de)區(qu)域(yu)(yu)(yu)普(pu)遍認知和區(qu)域(yu)(yu)(yu)獨特的(de)(de)地理和人文淵源(yuan)烙印，不(bu)僅能(neng)夠提升區(qu)域(yu)(yu)(yu)農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)競爭(zheng)力(li)并促(cu)進本地農(nong)(nong)業(ye)(ye)產(chan)(chan)(chan)(chan)業(ye)(ye)的(de)(de)發(fa)(fa)展(zhan)，將農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)生產(chan)(chan)(chan)(chan)的(de)(de)資源(yuan)優(you)勢和特定區(qu)域(yu)(yu)(yu)優(you)勢轉化(hua)為(wei)(wei)農(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)的(de)(de)市(shi)(shi)場(chang)競爭(zheng)優(you)勢，更易(yi)發(fa)(fa)展(zhan)成(cheng)為(wei)(wei)全國(guo)性(xing)乃至世界性(xing)品(pin)(pin)牌(pai)。

一(yi)、農(nong)產品區域性品牌的內涵

農產(chan)品(pin)(pin)(pin)區(qu)域性品(pin)(pin)(pin)牌是(shi)指在(zai)產(chan)業集(ji)群的(de)基礎上(shang)，以(yi)(yi)農業產(chan)業化(hua)為載體(ti)，以(yi)(yi)某一(yi)行政(zheng)或經濟區(qu)域為核(he)心，通(tong)過創(chuang)建區(qu)域內統一(yi)的(de)全方位(wei)系列化(hua)優質農產(chan)品(pin)(pin)(pin)核(he)心與(yu)龍頭品(pin)(pin)(pin)牌的(de)行動，帶動廣(guang)大農業企業和農民增強(qiang)區(qu)域農產(chan)品(pin)(pin)(pin)競爭力，促(cu)進區(qu)域的(de)經濟]。一(yi)般認為，農產(chan)品(pin)(pin)(pin)區(qu)域性品(pin)(pin)(pin)牌具有以(yi)(yi)下特性：

1．以特色優質農產品為物質載體

農(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌是在傳(chuan)統的(de)(de)(de)(de)(de)優(you)(you)質(zhi)(zhi)農(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)基礎(chu)上發展起來的(de)(de)(de)(de)(de)，因(yin)(yin)而它必需要以(yi)特色優(you)(you)質(zhi)(zhi)農(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)為(wei)物質(zhi)(zhi)載體，如西湖龍井以(yi)優(you)(you)質(zhi)(zhi)茶葉為(wei)物質(zhi)(zhi)載體。形(xing)成農(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)區(qu)(qu)域性(xing)(xing)品(pin)(pin)(pin)(pin)牌物質(zhi)(zhi)載體的(de)(de)(de)(de)(de)優(you)(you)質(zhi)(zhi)農(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)基礎(chu)是某一區(qu)(qu)域的(de)(de)(de)(de)(de)特殊氣(qi)候、緯度、溫差(cha)、土壤、水分、傳(chuan)統工藝、人文歷史等(deng)眾多因(yin)(yin)素(su)。在長(chang)期(qi)的(de)(de)(de)(de)(de)發展中，這些因(yin)(yin)素(su)賦(fu)予了區(qu)(qu)域特色農(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)天然孕育(yu)的(de)(de)(de)(de)(de)差(cha)異(yi)性(xing)(xing)及(ji)相(xiang)對的(de)(de)(de)(de)(de)資源稀缺屬(shu)性(xing)(xing)，使得該區(qu)(qu)域的(de)(de)(de)(de)(de)農(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)和其它的(de)(de)(de)(de)(de)同類(lei)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)相(xiang)比(bi)具有獨(du)特的(de)(de)(de)(de)(de)特征(zheng)，從而易于形(xing)成比(bi)較(jiao)優(you)(you)勢。

2．具有產權模糊性

從(cong)農(nong)(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)區(qu)(qu)(qu)域性(xing)(xing)品(pin)(pin)(pin)(pin)牌(pai)的(de)(de)(de)實際情況看，農(nong)(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)區(qu)(qu)(qu)域性(xing)(xing)品(pin)(pin)(pin)(pin)牌(pai)是(shi)一種集體(ti)性(xing)(xing)的(de)(de)(de)公(gong)共(gong)品(pin)(pin)(pin)(pin)牌(pai)，具(ju)有產(chan)(chan)權(quan)模(mo)糊(hu)(hu)性(xing)(xing)。從(cong)歷(li)史的(de)(de)(de)角度看，農(nong)(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)區(qu)(qu)(qu)域性(xing)(xing)品(pin)(pin)(pin)(pin)牌(pai)的(de)(de)(de)形(xing)成并不(bu)(bu)完全是(shi)經(jing)(jing)營主體(ti)培(pei)育的(de)(de)(de)結(jie)果，而是(shi)在(zai)社(she)會發展過程中(zhong)逐漸形(xing)成的(de)(de)(de)，這就(jiu)決(jue)定(ding)了在(zai)該區(qu)(qu)(qu)域內(nei)農(nong)(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)區(qu)(qu)(qu)域性(xing)(xing)品(pin)(pin)(pin)(pin)牌(pai)為所有的(de)(de)(de)該種農(nong)(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)經(jing)(jing)營者共(gong)同擁有，區(qu)(qu)(qu)域性(xing)(xing)品(pin)(pin)(pin)(pin)牌(pai)的(de)(de)(de)權(quan)力邊界模(mo)糊(hu)(hu)，產(chan)(chan)權(quan)不(bu)(bu)明晰。產(chan)(chan)權(quan)歸屬的(de)(de)(de)模(mo)糊(hu)(hu)性(xing)(xing)使得(de)“搭便(bian)車”的(de)(de)(de)行(xing)為時有發生，容易導致逆向選擇而形(xing)成“檸(ning)檬(meng)市(shi)場效應”。

3．具有名(ming)牌效應和消費從眾性

農(nong)產(chan)品(pin)區(qu)域(yu)品(pin)牌(pai)往往具有(you)廣泛(fan)、持(chi)久的(de)品(pin)牌(pai)效(xiao)應(ying)，是非常有(you)價值的(de)地區(qu)資源。成功的(de)農(nong)產(chan)品(pin)區(qu)域(yu)性品(pin)牌(pai)是消費(fei)者進行(xing)(xing)決策的(de)重要信息源，不僅能幫(bang)助消費(fei)者區(qu)分同類農(nong)產(chan)品(pin)及服(fu)務(wu)，其豐富的(de)人(ren)(ren)(ren)文內涵(han)更能深度(du)影響消費(fei)者的(de)購(gou)買行(xing)(xing)為。農(nong)產(chan)品(pin)區(qu)域(yu)性品(pin)牌(pai)的(de)名牌(pai)效(xiao)應(ying)能引起消費(fei)者廣泛(fan)的(de)從(cong)眾行(xing)(xing)為，即“羊(yang)群(qun)(qun)效(xiao)應(ying)”或“羊(yang)群(qun)(qun)行(xing)(xing)為”，比(bi)如人(ren)(ren)(ren)們習(xi)慣于像大多數人(ren)(ren)(ren)一樣思(si)考、感(gan)覺、行(xing)(xing)動，從(cong)心理學(xue)角度(du)研究了經濟人(ren)(ren)(ren)在信息不完全、未來不確定的(de)環(huan)境下具有(you)從(cong)眾的(de)偏好。

二(er)、農產品區域性品牌的形成模(mo)式(shi)及(ji)其構建(jian)模(mo)型

1．形成模式

目前，我國(guo)區(qu)域(yu)性農產品(pin)品(pin)牌(pai)種類(lei)豐富，然而(er)理論(lun)界對區(qu)域(yu)性品(pin)牌(pai)形(xing)成(cheng)模(mo)式(shi)還(huan)沒有(you)一個統(tong)一的(de)(de)界定，不同(tong)的(de)(de)地區(qu)有(you)不同(tong)的(de)(de)發(fa)展模(mo)式(shi)。名牌(pai)帶(dai)動(dong)型區(qu)域(yu)品(pin)牌(pai)形(xing)成(cheng)模(mo)式(shi)、中小(xiao)企(qi)業集群發(fa)展型區(qu)域(yu)品(pin)牌(pai)形(xing)成(cheng)模(mo)式(shi)、政府經營(ying)管理型區(qu)域(yu)品(pin)牌(pai)形(xing)成(cheng)模(mo)式(shi)和區(qu)域(yu)形(xing)象提(ti)升(sheng)型區(qu)域(yu)品(pin)牌(pai)形(xing)成(cheng)模(mo)式(shi)這四種模(mo)式(shi)是現階段(duan)比較(jiao)科學合理的(de)(de)歸納與總結。

筆者認為(wei)，在培(pei)育(yu)(yu)農(nong)(nong)產品(pin)(pin)(pin)區(qu)(qu)域(yu)(yu)性品(pin)(pin)(pin)牌時(shi)，可采取“農(nong)(nong)業(ye)(ye)龍頭企(qi)業(ye)(ye)的(de)(de)(de)(de)(de)核心競爭力+農(nong)(nong)業(ye)(ye)產業(ye)(ye)集(ji)聚(ju)”的(de)(de)(de)(de)(de)路徑為(wei)突破口，分別通(tong)過(guo)這兩條主線來最終實現農(nong)(nong)產品(pin)(pin)(pin)區(qu)(qu)域(yu)(yu)性品(pin)(pin)(pin)牌的(de)(de)(de)(de)(de)成(cheng)功創(chuang)建(jian)。通(tong)過(guo)培(pei)育(yu)(yu)農(nong)(nong)業(ye)(ye)龍頭企(qi)業(ye)(ye)的(de)(de)(de)(de)(de)核心競爭力，并(bing)以農(nong)(nong)業(ye)(ye)企(qi)業(ye)(ye)集(ji)聚(ju)形成(cheng)的(de)(de)(de)(de)(de)完整的(de)(de)(de)(de)(de)產業(ye)(ye)鏈(lian)為(wei)基礎，兩者相輔相成(cheng)，共同作用形成(cheng)區(qu)(qu)域(yu)(yu)內的(de)(de)(de)(de)(de)強大的(de)(de)(de)(de)(de)農(nong)(nong)業(ye)(ye)產業(ye)(ye)競爭優勢。這種模式比較(jiao)常見(jian)，且適用范(fan)圍廣(guang)，為(wei)農(nong)(nong)產品(pin)(pin)(pin)區(qu)(qu)域(yu)(yu)性品(pin)(pin)(pin)牌的(de)(de)(de)(de)(de)創(chuang)建(jian)提供了一(yi)種思路。在創(chuang)建(jian)農(nong)(nong)產品(pin)(pin)(pin)區(qu)(qu)域(yu)(yu)性品(pin)(pin)(pin)牌的(de)(de)(de)(de)(de)形成(cheng)模式時(shi)要將上述幾種模式綜(zong)合分析(xi)，才能合理(li)地分析(xi)地方區(qu)(qu)域(yu)(yu)品(pin)(pin)(pin)牌的(de)(de)(de)(de)(de)形成(cheng)，更好地應(ying)用于地方區(qu)(qu)域(yu)(yu)品(pin)(pin)(pin)牌的(de)(de)(de)(de)(de)構建(jian)與培(pei)育(yu)(yu)。

2．構建模型

一般認為，政府扶持、龍頭企業(ye)帶動(dong)、行(xing)業(ye)協(xie)(xie)會(hui)組織(zhi)運(yun)營是較理想(xiang)的(de)(de)(de)(de)農(nong)產(chan)(chan)品(pin)(pin)區(qu)域(yu)性(xing)品(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)構建(jian)模式，三者缺一不可，共同為農(nong)產(chan)(chan)品(pin)(pin)區(qu)域(yu)性(xing)品(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)創建(jian)營造(zao)良好(hao)的(de)(de)(de)(de)環境。對于(yu)我國廣大的(de)(de)(de)(de)經濟欠發(fa)達(da)地(di)區(qu)，創建(jian)區(qu)域(yu)性(xing)品(pin)(pin)牌(pai)(pai)要將(jiang)區(qu)域(yu)品(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)形(xing)成流程與(yu)區(qu)域(yu)品(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)支持系統緊密相連(lian)，從而形(xing)成一個比較形(xing)象的(de)(de)(de)(de)三明治模型(xing)_3]。在政府推(tui)動(dong)與(yu)行(xing)業(ye)協(xie)(xie)會(hui)支持下區(qu)域(yu)品(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)培育能(neng)夠(gou)科學合理的(de)(de)(de)(de)發(fa)展，并能(neng)夠(gou)很快的(de)(de)(de)(de)構成產(chan)(chan)業(ye)集(ji)群優勢形(xing)成區(qu)域(yu)品(pin)(pin)牌(pai)(pai)經濟，這對于(yu)農(nong)產(chan)(chan)品(pin)(pin)區(qu)域(yu)性(xing)品(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)創建(jian)也同樣有一定的(de)(de)(de)(de)適用性(xing)，如圖1所示。

三、創建農產(chan)品(pin)區域性品(pin)牌應遵循的原則

由(you)于各地區(qu)自然(ran)條件及歷史人文因素的差異，各地區(qu)在創(chuang)建(jian)農(nong)產品(pin)(pin)(pin)區(qu)域(yu)性品(pin)(pin)(pin)牌(pai)(pai)時(shi)必須做好(hao)農(nong)產品(pin)(pin)(pin)品(pin)(pin)(pin)牌(pai)(pai)的舍取，要(yao)站在區(qu)域(yu)長(chang)遠發展的高度，綜(zong)合評價各個農(nong)產品(pin)(pin)(pin)品(pin)(pin)(pin)牌(pai)(pai)的現實基礎、發展潛(qian)力等，理性地做出(chu)選擇，從該區(qu)域(yu)內的特(te)色農(nong)產品(pin)(pin)(pin)巾將(jiang)那些成長(chang)性好(hao)、發展潛(qian)力大(da)的農(nong)產品(pin)(pin)(pin)品(pin)(pin)(pin)牌(pai)(pai)篩(shai)選出(chu)來，作為農(nong)產品(pin)(pin)(pin)區(qu)域(yu)性品(pin)(pin)(pin)牌(pai)(pai)重點培育。具體(ti)說來應遵循(xun)以下幾條原則(ze)：

1．具有深厚的區域文化底蘊(yun)原則(ze)

農產品(pin)區(qu)域(yu)(yu)性品(pin)牌(pai)(pai)要聚焦品(pin)類(lei)和品(pin)牌(pai)(pai)的(de)核心利益(yi)點(dian)，必須以(yi)區(qu)域(yu)(yu)文化(hua)底蘊為基(ji)礎，充分挖掘農產品(pin)區(qu)域(yu)(yu)品(pin)牌(pai)(pai)的(de)文化(hua)內涵(han)。因此創建農產品(pin)區(qu)域(yu)(yu)性品(pin)牌(pai)(pai)須秉(bing)承具有深厚的(de)區(qu)域(yu)(yu)文化(hua)內涵(han)的(de)原則(ze)，只有這(zhe)樣才能突顯農產品(pin)區(qu)域(yu)(yu)性品(pin)牌(pai)(pai)的(de)核心價值，贏(ying)得消費者(zhe)的(de)青(qing)睞(lai)。

農產品(pin)區域(yu)性(xing)品(pin)牌是(shi)農業生產經(jing)營者整(zheng)合當(dang)地(di)經(jing)濟、社會文(wen)(wen)化等資(zi)源，集區域(yu)資(zi)源為一(yi)體而形成的(de)，富有深刻的(de)人(ren)文(wen)(wen)內涵，這種(zhong)人(ren)文(wen)(wen)內涵既包括該(gai)區域(yu)特(te)定的(de)產品(pin)特(te)色(se)，也(ye)包括以(yi)特(te)色(se)農產品(pin)為載(zai)體的(de)深層(ceng)次(ci)的(de)價(jia)值觀及各(ge)種(zhong)隱性(xing)文(wen)(wen)化，可以(yi)說區域(yu)性(xing)品(pin)牌是(shi)該(gai)區域(yu)文(wen)(wen)化的(de)象征。素以(yi)“色(se)翠(cui)、香(xiang)郁(yu)、味(wei)甘(gan)、形美”四(si)絕而著(zhu)稱(cheng)的(de)西湖龍(long)(long)井茶(cha)就是(shi)一(yi)個很好的(de)例子，“色(se)翠(cui)、香(xiang)郁(yu)、味(wei)甘(gan)、形美”就是(shi)西湖龍(long)(long)井茶(cha)的(de)核心(xin)利益點。因此，龍(long)(long)井茶(cha)不(bu)僅(jin)僅(jin)是(shi)茶(cha)的(de)價(jia)值，更是(shi)罕見的(de)龍(long)(long)井茶(cha)文(wen)(wen)化藝術的(de)價(jia)值，蘊藏著(zhu)深厚的(de)文(wen)(wen)化內涵和歷(li)史淵源。

2．產業集聚原則

美國哈(ha)佛商(shang)學院(yuan)邁(mai)克爾·波特教授指出(chu)，產(chan)業(ye)(ye)(ye)集群是(shi)指在(zai)特定(ding)區域(yu)中，具有(you)競爭與合(he)作關系，且在(zai)地理上(shang)集中，有(you)交互關聯性的(de)企業(ye)(ye)(ye)、專(zhuan)業(ye)(ye)(ye)化供(gong)應商(shang)、服務供(gong)應商(shang)、金融機(ji)構(gou)、相關產(chan)業(ye)(ye)(ye)的(de)廠商(shang)及其他相關機(ji)構(gou)等組成的(de)群體。農(nong)產(chan)品區域(yu)性品牌的(de)創建必(bi)須依托(tuo)農(nong)業(ye)(ye)(ye)產(chan)業(ye)(ye)(ye)化并(bing)以產(chan)業(ye)(ye)(ye)集群為基礎，形成規模經(jing)營并(bing)取得規模效(xiao)應，獲取集聚優勢，為區域(yu)品牌發展提供(gong)有(you)力的(de)產(chan)業(ye)(ye)(ye)支撐(cheng)。

以(yi)“安(an)溪鐵觀音”為(wei)例，90年代以(yi)來，安(an)溪茶(cha)葉(xie)(xie)(xie)產業(ye)(ye)(ye)(ye)(ye)集群發(fa)展迅(xun)猛，有一(yi)定規模的(de)茶(cha)葉(xie)(xie)(xie)加T企(qi)業(ye)(ye)(ye)(ye)(ye)達數百(bai)家(jia)，大小茶(cha)葉(xie)(xie)(xie)加]二企(qi)業(ye)(ye)(ye)(ye)(ye)數千(qian)家(jia)，且帶動了上下游(you)關聯企(qi)業(ye)(ye)(ye)(ye)(ye)集群的(de)快(kuai)速發(fa)展，種植農業(ye)(ye)(ye)(ye)(ye)、茶(cha)機工業(ye)(ye)(ye)(ye)(ye)、保健品業(ye)(ye)(ye)(ye)(ye)、運輸業(ye)(ye)(ye)(ye)(ye)、包(bao)裝業(ye)(ye)(ye)(ye)(ye)、旅游(you)業(ye)(ye)(ye)(ye)(ye)、會(hui)展業(ye)(ye)(ye)(ye)(ye)和其他服務行業(ye)(ye)(ye)(ye)(ye)，還(huan)延伸到(dao)安(an)溪區域外，約有5萬家(jia)茶(cha)葉(xie)(xie)(xie)經營商店遍布全國各地，全縣逾70萬人涉及茶(cha)行業(ye)(ye)(ye)(ye)(ye)。

3．龍(long)頭企業帶動(dong)及政府扶持原則

從國內成功(gong)地(di)區的經驗來看，創(chuang)建農產品(pin)區域品(pin)牌(pai)必須依靠龍頭企業的帶動和政(zheng)府(fu)的扶持，只有兩(liang)者結合起來才(cai)能為區域性品(pin)牌(pai)的成功(gong)創(chuang)建奠定基礎。

首先，通過龍(long)頭(tou)企(qi)業(ye)(ye)(ye)的(de)(de)紐帶作用而使分散的(de)(de)農業(ye)(ye)(ye)企(qi)業(ye)(ye)(ye)與農業(ye)(ye)(ye)大(da)市(shi)場實現對接，從而發揮農產(chan)(chan)(chan)品(pin)(pin)區(qu)域(yu)品(pin)(pin)牌(pai)(pai)的(de)(de)集聚(ju)效(xiao)應，進一(yi)步提升產(chan)(chan)(chan)業(ye)(ye)(ye)集群(qun)吸引力，樹立(li)農產(chan)(chan)(chan)品(pin)(pin)區(qu)域(yu)品(pin)(pin)牌(pai)(pai)的(de)(de)統一(yi)形象，促(cu)進農產(chan)(chan)(chan)品(pin)(pin)區(qu)域(yu)品(pin)(pin)牌(pai)(pai)的(de)(de)產(chan)(chan)(chan)生。如前所述，“羊(yang)(yang)群(qun)效(xiao)應”在區(qu)域(yu)經濟建設(she)過程(cheng)中具(ju)有積極(ji)的(de)(de)意(yi)義(yi)，從另(ling)一(yi)方面來說，只(zhi)有領(ling)路的(de)(de)“頭(tou)羊(yang)(yang)”決策正確，才能帶動羊(yang)(yang)群(qun)整體的(de)(de)正確決策。因(yin)此，理性(xing)地(di)利用和引導“羊(yang)(yang)群(qun)行為(wei)”來創建區(qu)域(yu)品(pin)(pin)牌(pai)(pai)可以(yi)獲得良好效(xiao)應，這就需要重點(dian)培育一(yi)批(pi)農業(ye)(ye)(ye)產(chan)(chan)(chan)業(ye)(ye)(ye)化龍(long)頭(tou)企(qi)業(ye)(ye)(ye)，通過龍(long)頭(tou)企(qi)業(ye)(ye)(ye)增(zeng)強區(qu)域(yu)品(pin)(pin)牌(pai)(pai)的(de)(de)市(shi)場推(tui)廣度。

其次，由于農產(chan)品(pin)(pin)(pin)區(qu)域(yu)性品(pin)(pin)(pin)牌(pai)代(dai)表著一個區(qu)域(yu)的整(zheng)體形象，因(yin)此(ci)創(chuang)建農產(chan)品(pin)(pin)(pin)區(qu)域(yu)性品(pin)(pin)(pin)牌(pai)來說，政(zheng)府(fu)的扶持是必不可(ke)少的。政(zheng)府(fu)在區(qu)域(yu)性品(pin)(pin)(pin)牌(pai)的創(chuang)建過程中扮(ban)演引(yin)導(dao)者(zhe)、服務(wu)者(zhe)兼管(guan)理者(zhe)的角色，其中，政(zheng)府(fu)對產(chan)業的引(yin)導(dao)與(yu)扶持是最重要(yao)的。政(zheng)府(fu)引(yin)導(dao)主要(yao)是根據各地的實際情況進(jin)(jin)行科學的規劃，以(yi)此(ci)引(yin)導(dao)生產(chan)力的合理布局，并創(chuang)造一個有利于區(qu)域(yu)農業產(chan)業競爭力持續提升(sheng)的制度環境(jing)，從而推進(jin)(jin)農產(chan)品(pin)(pin)(pin)區(qu)域(yu)性品(pin)(pin)(pin)牌(pai)的形成。

4．產(chan)品差異化營銷原則

隨(sui)著科技(ji)的(de)飛速發展，農(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)同質(zhi)化(hua)(hua)趨勢(shi)越來越明顯(xian)，因(yin)此進行農(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)的(de)差(cha)(cha)異(yi)化(hua)(hua)營(ying)銷勢(shi)在(zai)必(bi)行，農(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)區域(yu)性品(pin)(pin)(pin)(pin)牌(pai)更應進一(yi)步開發出(chu)差(cha)(cha)異(yi)化(hua)(hua)的(de)農(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)。農(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)差(cha)(cha)異(yi)化(hua)(hua)的(de)途(tu)徑有多種，包括功(gong)能差(cha)(cha)異(yi)化(hua)(hua)、外觀差(cha)(cha)異(yi)化(hua)(hua)、銷售季節差(cha)(cha)異(yi)化(hua)(hua)、價(jia)格(ge)差(cha)(cha)異(yi)化(hua)(hua)、營(ying)銷概(gai)(gai)念(nian)差(cha)(cha)異(yi)化(hua)(hua)和品(pin)(pin)(pin)(pin)牌(pai)形象差(cha)(cha)異(yi)化(hua)(hua)等，通過實施產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)差(cha)(cha)異(yi)化(hua)(hua)，將差(cha)(cha)異(yi)性轉化(hua)(hua)為農(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)區域(yu)品(pin)(pin)(pin)(pin)牌(pai)優勢(shi)。如(ru)農(nong)夫果(guo)(guo)(guo)園(yuan)就(jiu)是(shi)(shi)通過營(ying)銷概(gai)(gai)念(nian)差(cha)(cha)異(yi)化(hua)(hua)來打開市(shi)(shi)場的(de)，它獨辟蹊徑地選(xuan)擇混(hun)合果(guo)(guo)(guo)汁作為突破點，因(yin)為市(shi)(shi)場上的(de)果(guo)(guo)(guo)汁一(yi)般都(dou)(dou)是(shi)(shi)單一(yi)的(de)口味(wei)，最多含(han)有兩種果(guo)(guo)(guo)汁，都(dou)(dou)不是(shi)(shi)混(hun)合型的(de)，這個概(gai)(gai)念(nian)和以往(wang)的(de)果(guo)(guo)(guo)汁產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)截然不同。農(nong)夫果(guo)(guo)(guo)園(yuan)正是(shi)(shi)憑著差(cha)(cha)異(yi)化(hua)(hua)營(ying)銷贏得了(le)目標消(xiao)費者的(de)青睞，成為果(guo)(guo)(guo)汁市(shi)(shi)場新(xin)寵。

5．建立標(biao)準(zhun)體系(xi)原則

農產品(pin)區域性品(pin)牌的創建(jian)必須(xu)首先建(jian)立完整(zheng)的標(biao)準(zhun)體(ti)系(xi)，應包括從田頭到(dao)消費這一全過程(cheng)的標(biao)準(zhun)體(ti)系(xi)。具體(ti)標(biao)準(zhun)的制定，可依據或參(can)考國(guo)家標(biao)準(zhun)，或參(can)考各地(di)的優質農產品(pin)地(di)方標(biao)準(zhun)。通過建(jian)立標(biao)準(zhun)體(ti)系(xi)，能有效避免因農產品(pin)區域性品(pin)牌產權(quan)模糊不清而帶來(lai)的品(pin)牌聲(sheng)譽風險(xian)，從源頭上有效地(di)防(fang)治區域性品(pin)牌的各種危(wei)機。

創(chuang)建完整的(de)(de)標(biao)準(zhun)體(ti)(ti)系中(zhong)，完善(shan)的(de)(de)農(nong)產(chan)(chan)品質量標(biao)準(zhun)體(ti)(ti)系是(shi)最重要(yao)的(de)(de)。農(nong)產(chan)(chan)品區(qu)(qu)(qu)域性品牌(pai)(pai)的(de)(de)創(chuang)建必須以(yi)優質的(de)(de)農(nong)產(chan)(chan)品打人(ren)市場(chang)，區(qu)(qu)(qu)域農(nong)產(chan)(chan)品具有(you)穩定可靠的(de)(de)產(chan)(chan)品質量，這(zhe)是(shi)區(qu)(qu)(qu)域品牌(pai)(pai)創(chuang)建成功(gong)的(de)(de)關(guan)鍵(jian)要(yao)素。建立農(nong)產(chan)(chan)品質量標(biao)準(zhun)體(ti)(ti)系能為(wei)農(nong)業生(sheng)產(chan)(chan)者提(ti)(ti)品質量控(kong)制的(de)(de)參照體(ti)(ti)系，使農(nong)產(chan)(chan)品的(de)(de)生(sheng)產(chan)(chan)有(you)標(biao)準(zhun)可依，以(yi)優質的(de)(de)農(nong)產(chan)(chan)品取勝，能贏(ying)得(de)更(geng)高(gao)的(de)(de)市場(chang)知(zhi)名(ming)度和美(mei)譽度，提(ti)(ti)升(sheng)農(nong)產(chan)(chan)品區(qu)(qu)(qu)域性品牌(pai)(pai)的(de)(de)形象。

四、農產品區域性品牌的(de)培育對策

由于各地的(de)地理、人(ren)文等實際情況(kuang)不(bu)一樣，采(cai)取的(de)農產品區(qu)域(yu)性品牌的(de)培(pei)育模式(shi)也不(bu)一樣，因此培(pei)育對(dui)策(ce)也有(you)所差別，但總的(de)來(lai)說以下幾個方面的(de)對(dui)策(ce)是最有(you)代(dai)表(biao)性的(de)：

1．圍繞(rao)文化內涵確定品(pin)牌的核心價值

創建(jian)農(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)區(qu)(qu)(qu)域(yu)(yu)(yu)性品(pin)(pin)(pin)(pin)牌(pai)(pai)首先必須(xu)明確品(pin)(pin)(pin)(pin)牌(pai)(pai)定(ding)位(wei)，圍繞文(wen)(wen)(wen)化(hua)內涵(han)(han)確定(ding)品(pin)(pin)(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)核心(xin)價值(zhi)，突顯(xian)農(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)區(qu)(qu)(qu)域(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)核心(xin)價值(zhi)。農(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)區(qu)(qu)(qu)域(yu)(yu)(yu)性品(pin)(pin)(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)定(ding)位(wei)應以(yi)本(ben)地(di)區(qu)(qu)(qu)的(de)(de)(de)(de)實際情況為(wei)出發點，在區(qu)(qu)(qu)域(yu)(yu)(yu)文(wen)(wen)(wen)化(hua)底蘊(yun)的(de)(de)(de)(de)基礎上確立品(pin)(pin)(pin)(pin)牌(pai)(pai)定(ding)位(wei)。區(qu)(qu)(qu)域(yu)(yu)(yu)品(pin)(pin)(pin)(pin)牌(pai)(pai)蘊(yun)涵(han)(han)了(le)具有地(di)理特征資(zi)源(yuan)(yuan)優(you)(you)勢(shi)和悠久的(de)(de)(de)(de)人(ren)文(wen)(wen)(wen)歷史淵源(yuan)(yuan)內涵(han)(han)，加上農(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)的(de)(de)(de)(de)品(pin)(pin)(pin)(pin)質受自然條(tiao)件(jian)的(de)(de)(de)(de)影(ying)響較大，農(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)的(de)(de)(de)(de)品(pin)(pin)(pin)(pin)質有著(zhu)鮮明的(de)(de)(de)(de)區(qu)(qu)(qu)域(yu)(yu)(yu)特征，因此，創建(jian)農(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)區(qu)(qu)(qu)域(yu)(yu)(yu)性品(pin)(pin)(pin)(pin)牌(pai)(pai)應著(zhu)力(li)發掘各地(di)區(qu)(qu)(qu)獨(du)特資(zi)源(yuan)(yuan)優(you)(you)勢(shi)，深層次挖(wa)掘農(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)區(qu)(qu)(qu)域(yu)(yu)(yu)性品(pin)(pin)(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)文(wen)(wen)(wen)化(hua)內涵(han)(han)，使農(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)區(qu)(qu)(qu)域(yu)(yu)(yu)性品(pin)(pin)(pin)(pin)牌(pai)(pai)代表區(qu)(qu)(qu)域(yu)(yu)(yu)特色，便于推(tui)廣(guang)。

2．培(pei)育具有核心競爭力的(de)農業龍(long)頭企業

農(nong)業(ye)龍頭(tou)企(qi)業(ye)在(zai)農(nong)產(chan)品(pin)(pin)區(qu)(qu)域性品(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)的(de)創建(jian)方(fang)(fang)(fang)面(mian)(mian)有著舉足輕重的(de)作用(yong)，一方(fang)(fang)(fang)面(mian)(mian)龍頭(tou)企(qi)業(ye)能利用(yong)區(qu)(qu)域性品(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)這個公共(gong)物品(pin)(pin)獲取品(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)溢價(jia)，另(ling)一方(fang)(fang)(fang)面(mian)(mian)龍頭(tou)企(qi)業(ye)反過來也以(yi)其自身(shen)的(de)市場影響力及品(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)忠誠度增強農(nong)產(chan)品(pin)(pin)區(qu)(qu)域性品(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)的(de)品(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)效應，便(bian)于(yu)提高區(qu)(qu)域性品(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)的(de)形象和品(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)的(de)核(he)心價(jia)值，并帶動區(qu)(qu)域內(nei)其它產(chan)業(ye)的(de)發展。因此，創建(jian)農(nong)產(chan)品(pin)(pin)區(qu)(qu)域性品(pin)(pin)牌(pai)(pai)(pai)(pai)(pai)必須培育具有核(he)心競爭力的(de)農(nong)業(ye)龍頭(tou)企(qi)業(ye)。

3．建(jian)立標準質量體(ti)系

農(nong)產(chan)(chan)品(pin)(pin)(pin)質量(liang)(liang)(liang)是區域(yu)性品(pin)(pin)(pin)牌(pai)創(chuang)建的(de)(de)(de)基礎，創(chuang)建農(nong)產(chan)(chan)品(pin)(pin)(pin)區域(yu)性品(pin)(pin)(pin)牌(pai)應根(gen)據(ju)當地的(de)(de)(de)自然條件(jian)如氣候、土壤(rang)以(yi)及獨(du)特的(de)(de)(de)栽培和(he)生產(chan)(chan)方式(shi)(shi)(shi)確(que)定適合(he)該(gai)區域(yu)特色農(nong)產(chan)(chan)品(pin)(pin)(pin)的(de)(de)(de)質量(liang)(liang)(liang)標(biao)準體系。針對農(nong)產(chan)(chan)品(pin)(pin)(pin)區域(yu)性品(pin)(pin)(pin)牌(pai)的(de)(de)(de)質量(liang)(liang)(liang)標(biao)準體系，實現區域(yu)農(nong)業由數量(liang)(liang)(liang)擴張型(xing)(xing)增(zeng)長轉(zhuan)變到質量(liang)(liang)(liang)優化型(xing)(xing)增(zeng)長。陳(chen)憲澤以(yi)安溪鐵觀音為(wei)(wei)例提出了“四位一體”的(de)(de)(de)質量(liang)(liang)(liang)管理模式(shi)(shi)(shi)，這(zhe)種模式(shi)(shi)(shi)以(yi)地理標(biao)志為(wei)(wei)核心，以(yi)專(zhuan)業合(he)作社為(wei)(wei)紐帶，達成公司與(yu)農(nong)戶之(zhi)間的(de)(de)(de)良(liang)好(hao)運作，發(fa)揮地理標(biao)志的(de)(de)(de)統領作用，集(ji)地理標(biao)志、公司、合(he)作社和(he)農(nong)戶為(wei)(wei)一整體，采用利益風險分(fen)配機制(zhi)，從(cong)而有效地提高地理標(biao)志產(chan)(chan)品(pin)(pin)(pin)的(de)(de)(de)質量(liang)(liang)(liang)。據(ju)此，我們可(ke)以(yi)類推創(chuang)建農(nong)產(chan)(chan)品(pin)(pin)(pin)區域(yu)性品(pin)(pin)(pin)牌(pai)的(de)(de)(de)“四位一體”的(de)(de)(de)質量(liang)(liang)(liang)管理模式(shi)(shi)(shi)，如圖(tu)2所(suo)示。

篇9

論文關鍵(jian)詞：寒(han)地黑土(tu)；品(pin)牌；營(ying)銷(xiao)

我國(guo)自(zi)加入WTO后，市場競爭(zheng)愈演愈烈(lie)，我國(guo)的(de)一些傳(chuan)統產業(ye)(ye)，特別是(shi)農(nong)業(ye)(ye)遭受了巨大的(de)沖擊。國(guo)外(wai)農(nong)產品及其著(zhu)名品牌(pai)大量(liang)進入國(guo)內市場，中國(guo)農(nong)業(ye)(ye)步履(lv)維(wei)艱，在這(zhe)樣的(de)環境下，除了及時調整農(nong)業(ye)(ye)內部的(de)結構外(wai)，建(jian)立和(he)加強(qiang)農(nong)產品品牌(pai)化建(jian)設勢在必行，從而提高我國(guo)農(nong)產品的(de)競爭(zheng)力，同(tong)時對增(zeng)強(qiang)農(nong)民收益將開辟(pi)新的(de)路徑(jing)。

一(yi)、“寒地黑土”是黃金(jin)品(pin)牌

寒(han)地(di)(di)黑(hei)(hei)(hei)(hei)土品牌，是(shi)十分稀(xi)缺的(de)(de)生態資源文化的(de)(de)標(biao)志(zhi)，是(shi)中(zhong)國(guo)乃至(zhi)全世界僅有(you)的(de)(de)寶(bao)(bao)中(zhong)之(zhi)(zhi)寶(bao)(bao)．在世界歷史上，曾(ceng)有(you)過三塊黑(hei)(hei)(hei)(hei)色(se)寶(bao)(bao)石般(ban)的(de)(de)黑(hei)(hei)(hei)(hei)土地(di)(di)，一(yi)(yi)(yi)塊分布在美國(guo)密(mi)西西比河流域，一(yi)(yi)(yi)塊地(di)(di)處烏克蘭大平(ping)原的(de)(de)黑(hei)(hei)(hei)(hei)土地(di)(di)由于多年(nian)的(de)(de)掠奪性的(de)(de)開發，黑(hei)(hei)(hei)(hei)土土層產出能(neng)力已經較小，只(zhi)能(neng)更多地(di)(di)采用催生劑。據(ju)有(you)關資料記載，寒(han)地(di)(di)黑(hei)(hei)(hei)(hei)土每積(ji)累1厘(li)米(mi)，需(xu)要200到400年(nian)，我國(guo)東北松遼流域的(de)(de)黑(hei)(hei)(hei)(hei)土層一(yi)(yi)(yi)般(ban)在60一(yi)(yi)(yi)100厘(li)米(mi)之(zhi)(zhi)間(jian)，這60—-100厘(li)米(mi)厚的(de)(de)黑(hei)(hei)(hei)(hei)士(shi)形成(cheng)(cheng)時間(jian)；大約在1萬(wan)2千年(nian)一(yi)(yi)(yi)4萬(wan)年(nian)之(zhi)(zhi)間(jian)．這稀(xi)缺的(de)(de)國(guo)寶(bao)(bao)是(shi)天地(di)(di)用了(le)幾萬(wan)年(nian)的(de)(de)時間(jian)，付出了(le)無法估量的(de)(de)辛勤與汗水，才養(yang)育出來這一(yi)(yi)(yi)塊黑(hei)(hei)(hei)(hei)油油的(de)(de)可以(yi)供養(yang)人類健(jian)康茁壯(zhuang)成(cheng)(cheng)長(chang)的(de)(de)黑(hei)(hei)(hei)(hei)土地(di)(di)。據(ju)有(you)關資料記載，黑(hei)(hei)(hei)(hei)土中(zhong)有(you)利植物成(cheng)(cheng)長(chang)的(de)(de)營養(yang)成(cheng)(cheng)分高出黃(huang)土和紅(hong)壤的(de)(de)5—10倍所以(yi)有(you)：人說黑(hei)(hei)(hei)(hei)土地(di)(di)油汪(wang)汪(wang)，不一(yi)(yi)(yi)朋巴也長(chang)糧．這正(zheng)是(shi)黑(hei)(hei)(hei)(hei)土價值(zhi)的(de)(de)真實(shi)寫照。

21世(shi)紀的(de)(de)品牌(pai)，唯有(you)名(ming)牌(pai)贏天(tian)下．寒地(di)(di)黑土(tu)品牌(pai)，孕(yun)育于知識經(jing)(jing)(jing)(jing)濟(ji)興(xing)起之初，誕(dan)生(sheng)于21世(shi)紀的(de)(de)剛剛開妗天(tian)時，地(di)(di)利，人和為寒地(di)(di)黑土(tu)品牌(pai)創造了成(cheng)長(chang)，成(cheng)名(ming)的(de)(de)良機(ji)面對知識經(jing)(jing)(jing)(jing)濟(ji)的(de)(de)興(xing)起，互聯系的(de)(de)形成(cheng)，傳(chuan)統(tong)產業的(de)(de)急劇變革，全球(qiu)經(jing)(jing)(jing)(jing)濟(ji)一體化進程將洶涌澎湃．西方(fang)經(jing)(jing)(jing)(jing)濟(ji)在知識經(jing)(jing)(jing)(jing)濟(ji)大(da)(da)潮(chao)的(de)(de)推動下，已經(jing)(jing)(jing)(jing)實現了一個質的(de)(de)飛(fei)躍一從經(jing)(jing)(jing)(jing)營產品到經(jing)(jing)(jing)(jing)營品牌(pai)；他們不僅(jin)擁(yong)有(you)大(da)(da)量(liang)的(de)(de)貨幣資本優(you)勢，而(er)(er)且還有(you)諸多的(de)(de)全球(qiu)馳(chi)名(ming)的(de)(de)超(chao)級品牌(pai)優(you)勢；他們占領(ling)著大(da)(da)量(liang)的(de)(de)市場而(er)(er)西方(fang)經(jing)(jing)(jing)(jing)濟(ji)缺(que)少的(de)(de)，也就是(shi)(shi)他們的(de)(de)弱勢，缺(que)少資源(yuan)，特(te)別是(shi)(shi)缺(que)少像(xiang)寒地(di)(di)黑土(tu)商標(biao)所標(biao)識的(de)(de)生(sheng)態資源(yuan)。物競天(tian)擇(ze)，適(shi)者(zhe)生(sheng)存(cun)。我(wo)們的(de)(de)優(you)勢，我(wo)們應該走(zou)的(de)(de)路，用名(ming)牌(pai)戰略(lve)，打綠色品牌(pai)，走(zou)特(te)色路．這不僅(jin)是(shi)(shi)我(wo)們的(de)(de)戰略(lve)和策略(lve)，它(ta)更是(shi)(shi)當今世(shi)界(jie)消(xiao)費的(de)(de)大(da)(da)趨勢。

二、寒地(di)黑土(tu)品牌戰略的(de)重要性(xing)

1．“寒(han)地黑土”品牌(pai)戰略是現代市場化的要求

農業(ye)(ye)產(chan)(chan)業(ye)(ye)化(hua)(hua)是我國農業(ye)(ye)在新世紀(ji)生存和發(fa)展(zhan)的必由之(zhi)(zhi)路。綏化(hua)(hua)市應清(qing)楚地看到現代市場(chang)(chang)(chang)(chang)競(jing)(jing)爭(zheng)已從農產(chan)(chan)品(pin)價(jia)格競(jing)(jing)爭(zheng)、質(zhi)量競(jing)(jing)爭(zheng)逐步走向品(pin)牌競(jing)(jing)爭(zheng)，品(pin)牌競(jing)(jing)爭(zheng)已成為(wei)農業(ye)(ye)企業(ye)(ye)之(zhi)(zhi)間、農業(ye)(ye)生產(chan)(chan)區域之(zhi)(zhi)間經濟競(jing)(jing)爭(zheng)的重要特征。產(chan)(chan)品(pin)生產(chan)(chan)、加(jia)工、銷(xiao)售與(yu)流通(tong)各個環節都要根據(ju)市場(chang)(chang)(chang)(chang)機制來運行，商(shang)品(pin)以品(pin)牌的形(xing)(xing)式進(jin)入市場(chang)(chang)(chang)(chang)，通(tong)過(guo)市場(chang)(chang)(chang)(chang)引導龍頭(tou)，龍頭(tou)帶動農戶，圍(wei)繞某種農產(chan)(chan)品(pin)生產(chan)(chan)，形(xing)(xing)成種養(yang)加(jia)，產(chan)(chan)供銷(xiao)、服務網絡為(wei)一(yi)體的專業(ye)(ye)化(hua)(hua)經營(ying)，從而提高經濟效(xiao)益，農產(chan)(chan)品(pin)在市場(chang)(chang)(chang)(chang)中實(shi)現價(jia)值的高低(di)是農業(ye)(ye)產(chan)(chan)業(ye)(ye)化(hua)(hua)形(xing)(xing)成、鞏固與(yu)發(fa)展(zhan)的關(guan)鍵(jian)，因此只有高質(zhi)量的名牌產(chan)(chan)品(pin)才能(neng)具(ju)有巨大(da)的市場(chang)(chang)(chang)(chang)獲利能(neng)力，農業(ye)(ye)產(chan)(chan)業(ye)(ye)化(hua)(hua)經營(ying)才有活力。

2．“寒地黑土”品牌戰略是(shi)農村(cun)城鎮化發展的潛在要求

據預測，我國城(cheng)鎮(zhen)化(hua)逐步增大，城(cheng)鎮(zhen)化(hua)的(de)(de)(de)(de)(de)發展必然導致農(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)市場的(de)(de)(de)(de)(de)擴(kuo)(kuo)大和農(nong)(nong)(nong)業市場化(hua)程(cheng)度的(de)(de)(de)(de)(de)加深，這(zhe)將有(you)利于農(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)總需求的(de)(de)(de)(de)(de)擴(kuo)(kuo)大和名優品(pin)(pin)牌農(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)所占比重的(de)(de)(de)(de)(de)上升(sheng)，而且城(cheng)鎮(zhen)居(ju)民的(de)(de)(de)(de)(de)消費知識較(jiao)多，對農(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)的(de)(de)(de)(de)(de)營養，保健，衛生外觀(guan)等特(te)別注(zhu)重，而獲(huo)得這(zhe)些信息的(de)(de)(de)(de)(de)重要(yao)途徑就是確(que)(que)認(ren)農(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)的(de)(de)(de)(de)(de)品(pin)(pin)牌，使消費者通過確(que)(que)認(ren)品(pin)(pin)牌而信任農(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)的(de)(de)(de)(de)(de)質量和特(te)色。因此，城(cheng)鎮(zhen)化(hua)的(de)(de)(de)(de)(de)發展為(wei)寒地(di)黑土農(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)品(pin)(pin)牌經營戰略提(ti)供了良好的(de)(de)(de)(de)(de)契(qi)機。

3．“寒地(di)黑土”品牌經營是綏化優(you)質農產品交(jiao)易避免市場(chang)交(jiao)易失敗的有效途徑

我國(guo)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)現在和將(jiang)來一(yi)段時間內將(jiang)是普通(tong)(tong)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)，劣(lie)質(zhi)(zhi)(zhi)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)與優(you)(you)(you)質(zhi)(zhi)(zhi)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)并存的形式，農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)的品(pin)(pin)(pin)(pin)質(zhi)(zhi)(zhi)和成本(ben)對(dui)于(yu)消費(fei)者(zhe)來說很難掌握，而銷售者(zhe)則(ze)不(bu)然(ran)，這(zhe)種市場(chang)主體對(dui)優(you)(you)(you)質(zhi)(zhi)(zhi)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)所擁(yong)有(you)(you)的信(xin)息不(bu)對(dui)稱的情況下(xia)，消費(fei)者(zhe)本(ben)能愿(yuan)意接受以市場(chang)平(ping)均價(jia)(jia)格購(gou)買(mai)優(you)(you)(you)質(zhi)(zhi)(zhi)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)，銷售者(zhe)為了(le)增大銷量往往降價(jia)(jia)銷售普通(tong)(tong)或(huo)劣(lie)質(zhi)(zhi)(zhi)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)，相比藝下(xia)消費(fei)者(zhe)則(ze)以更低的市場(chang)平(ping)均價(jia)(jia)格估(gu)價(jia)(jia)優(you)(you)(you)質(zhi)(zhi)(zhi)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)。因(yin)(yin)此(ci)這(zhe)種選擇(ze)使得優(you)(you)(you)質(zhi)(zhi)(zhi)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)受到(dao)錯(cuo)誤的市場(chang)導(dao)向(xiang)，導(dao)致(zhi)優(you)(you)(you)質(zhi)(zhi)(zhi)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)被普通(tong)(tong)和劣(lie)質(zhi)(zhi)(zhi)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)排擠出局(ju)。“寒(han)地黑土”品(pin)(pin)(pin)(pin)牌(pai)經營則(ze)會(hui)一(yi)改(gai)常(chang)態(tai)，它會(hui)將(jiang)綏化(hua)地區的優(you)(you)(you)質(zhi)(zhi)(zhi)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)的特點和優(you)(you)(you)勢傳遞給消費(fei)者(zhe)，使其積極(ji)購(gou)買(mai)，認識(shi)到(dao)物有(you)(you)所值。因(yin)(yin)此(ci)“寒(han)地黑土”品(pin)(pin)(pin)(pin)牌(pai)化(hua)經營將(jiang)避免綏化(hua)地區的優(you)(you)(you)質(zhi)(zhi)(zhi)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)在市場(chang)交(jiao)易中而失敗。

4．“寒地黑土”品牌(pai)經營是優化配置綏化地區農業(ye)資源的重要途徑

相(xiang)對于資(zi)(zi)(zi)金、勞動(dong)力、能(neng)源(yuan)(yuan)、機械設(she)備等有(you)形(xing)(xing)資(zi)(zi)(zi)源(yuan)(yuan)來說，“寒(han)地黑(hei)土(tu)”品(pin)牌(pai)(pai)是無(wu)形(xing)(xing)資(zi)(zi)(zi)源(yuan)(yuan)。我國的(de)傳統農(nong)業(ye)生產(chan)(chan)經營(ying)模式是以大(da)量資(zi)(zi)(zi)金、設(she)備投人為(wei)主，以稀缺(que)自然資(zi)(zi)(zi)源(yuan)(yuan)為(wei)依托支撐(cheng)經濟發展(zhan)，而忽(hu)視了無(wu)形(xing)(xing)資(zi)(zi)(zi)源(yuan)(yuan)的(de)優(you)(you)化配(pei)置，造成農(nong)業(ye)兩種資(zi)(zi)(zi)源(yuan)(yuan)皆浪費嚴重，生態遭受破壞，農(nong)業(ye)生產(chan)(chan)效益較低。“寒(han)地黑(hei)土(tu)”品(pin)牌(pai)(pai)經營(ying)是運用農(nong)產(chan)(chan)品(pin)品(pin)牌(pai)(pai)這一無(wu)形(xing)(xing)資(zi)(zi)(zi)源(yuan)(yuan)使(shi)農(nong)產(chan)(chan)品(pin)價(jia)值增(zeng)值，從(cong)而降低優(you)(you)質(zhi)農(nong)產(chan)(chan)品(pin)的(de)有(you)形(xing)(xing)資(zi)(zi)(zi)源(yuan)(yuan)成本，在名優(you)(you)品(pin)牌(pai)(pai)的(de)基礎上優(you)(you)化配(pei)置有(you)形(xing)(xing)資(zi)(zi)(zi)源(yuan)(yuan)。這樣才能(neng)使(shi)有(you)形(xing)(xing)資(zi)(zi)(zi)源(yuan)(yuan)和(he)無(wu)形(xing)(xing)資(zi)(zi)(zi)源(yuan)(yuan)相(xiang)互(hu)結合，從(cong)而提高農(nong)業(ye)經濟的(de)效益。

三、“寒地黑(hei)土"品(pin)牌營銷戰略的對策(ce)

1．政府應在“寒地黑土”農產(chan)品營銷(xiao)中發揮重要(yao)的作用(yong)

“寒地黑土”品(pin)牌是綏化市政府有(you)關(guan)部門審時度(du)勢而創造出來的(de)特色農(nong)業品(pin)牌。那么綏化市政府在農(nong)產品(pin)銷售中(zhong)擔負著重要的(de)角色。

(1)府應做(zuo)好(hao)“寒(han)地黑土”品牌的宣(xuan)傳(chuan)。“王婆賣瓜(gua)，就是要夸’，這(zhe)—觀念應予(yu)以接受，優質的產品需要廣告的有力宣(xuan)傳(chuan)，那么綏化市(shi)政府應通(tong)過新聞媒體等(deng)各(ge)種渠道做(zuo)好(hao)宣(xuan)傳(chuan)工作，把(ba)“寒(han)地黑’這(zhe)一品牌打出去。

(2)依法加強管理，規(gui)范市場(chang)行為，及(ji)時(shi)把(ba)各項政(zheng)策傳遞給農(nong)民和企業(ye)手中。深化流通體制改革，打破地(di)方(fang)封鎖(suo)，促進全國統—市場(chang)的(de)形成。

(3)聯合農業推廣部門(men)，及(ji)時把新產品的(de)種植技術(shu)和(he)有關知識(shi)、無(wu)公(gong)害產品、綠(lv)色食品的(de)操作信息傳遞給農戶(hu)。

(4)幫助(zhu)企(qi)業、農戶(hu)解(jie)決自身難以解(jie)決的(de)困難。例如：由于農產品必須達到_定(ding)檢(jian)測標準(zhun)才能(neng)進入(ru)市(shi)場，特別是(shi)現在的(de)綠色貿易壁壘的(de)興起要求的(de)標準(zhun)更加嚴格。因此政府應在一定(ding)的(de)區域(yu)里建立相應的(de)農產品檢(jian)測中心(xin)，讓(rang)農戶(hu)能(neng)夠吸時(shi)了解(jie)到農產品的(de)相應標準(zhun)，及時(shi)組織(zhi)生產。

2．給予“寒(han)地黑土”品(pin)牌財力、人力、科技的有力支(zhi)持

(1)實施‘地黑土”名牌農(nong)產(chan)品(pin)的(de)產(chan)業(ye)(ye)化(hua)經營，必須(xu)有與之相適應(ying)的(de)資(zi)(zi)金(jin)投(tou)^，否則是難以形(xing)成市(shi)場競爭力(li)的(de)。例如：江西(xi)的(de)崇(chong)江的(de)紅羽麻雞產(chan)業(ye)(ye)項目共(gong)需投(tou)資(zi)(zi)1．84億人(ren)民幣，其中固定(ding)資(zi)(zi)產(chan)投(tou)資(zi)(zi)為(wei)9155萬人(ren)民幣，流動(dong)資(zi)(zi)金(jin)為(wei)9245萬人(ren)民幣。這么(me)龐(pang)大的(de)資(zi)(zi)金(jin)需求，只有通(tong)過多元化(hua)籌資(zi)(zi)來解決，包括財政(zheng)部門(men)用于農(nong)業(ye)(ye)的(de)專項資(zi)(zi)金(jin)、農(nong)業(ye)(ye)政(zheng)策性貸款、農(nong)村(cun)金(jin)融(rong)機構(gou)貸款及(ji)資(zi)(zi)金(jin)入(ru)股(gu)，勞動(dong)力(li)人(ren)股(gu)、技術入(ru)股(gu)、資(zi)(zi)產(chan)入(ru)股(gu)等形(xing)式的(de)社會籌資(zi)(zi)，并應(ying)積極吸(xi)引外資(zi)(zi)。

(2)加(jia)快農(nong)業科(ke)(ke)(ke)技(ji)成果轉化應用，為農(nong)產品(pin)(pin)品(pin)(pin)牌(pai)(pai)經營提供技(ji)術(shu)支撐“寒(han)地黑土(tu)’，農(nong)產品(pin)(pin)應增(zeng)大(da)(da)科(ke)(ke)(ke)技(ji)投入(ru)，不斷改革老產品(pin)(pin)，開(kai)發新品(pin)(pin)種(zhong)。品(pin)(pin)牌(pai)(pai)之爭(zheng)，歸根(gen)到底也就是科(ke)(ke)(ke)技(ji)的(de)(de)競(jing)爭(zheng)。因(yin)為品(pin)(pin)牌(pai)(pai)依靠優質，優質來源技(ji)術(shu)。因(yin)此應強化依靠科(ke)(ke)(ke)技(ji)創品(pin)(pin)牌(pai)(pai)的(de)(de)意(yi)識，加(jia)大(da)(da)科(ke)(ke)(ke)技(ji)投入(ru)力度。—要(yao)增(zeng)加(jia)“寒(han)地黑土(tu)”農(nong)產品(pin)(pin)開(kai)發的(de)(de)科(ke)(ke)(ke)研(yan)推廣經費(fei)投入(ru)，尤其是龍頭企業更要(yao)增(zeng)加(jia)名牌(pai)(pai)開(kai)發投資力度；二要(yao)大(da)(da)力推廣運用農(nong)業高新科(ke)(ke)(ke)技(ji)，注重(zhong)培(pei)育(yu)名特優新品(pin)(pin)種(zhong)，引進(jin)精深加(jia)工新技(ji)術(shu)，促使(shi)農(nong)產品(pin)(pin)升級升值。同(tong)時可(ke)以借(jie)省內各大(da)(da)科(ke)(ke)(ke)研(yan)單位、大(da)(da)專院(yuan)校等(deng)部門的(de)(de)幫助，與(yu)其結成科(ke)(ke)(ke)技(ji)網絡，為發展(zhan)“寒(han)地黑土(tu)，名牌(pai)(pai)農(nong)產品(pin)(pin)服務。三要(yao)注重(zhong)從基礎環節抓起，搞好農(nong)民技(ji)術(shu)培(pei)訓(xun)，搦歌民整體的(de)(de)科(ke)(ke)(ke)學和生(sheng)產技(ji)術(shu)水平。

四、建(jian)立和完(wan)善“企業+農戶"的聯(lian)合性生產體系

“公(gong)司+農(nong)戶(hu)(hu)”是(shi)以公(gong)司、工廠、協會等經濟(ji)實體(ti)(ti)為龍(long)頭，以農(nong)戶(hu)(hu)為基礎，以市(shi)場為導向，以經濟(ji)利益為紐帶，由(you)生產(chan)(chan)(chan)者(zhe)、加(jia)(jia)工者(zhe)、銷售(shou)(shou)者(zhe)、經營(ying)(ying)(ying)者(zhe)結(jie)成(cheng)的(de)(de)(de)地位平等、利益均享、風險共擔的(de)(de)(de)經濟(ji)共同(tong)體(ti)(ti)。其經營(ying)(ying)(ying)體(ti)(ti)制(zhi)是(shi)農(nong)戶(hu)(hu)為基礎的(de)(de)(de)公(gong)司，農(nong)戶(hu)(hu)與公(gong)司資(zi)源簽訂合同(tong)，公(gong)司向農(nong)戶(hu)(hu)有償(chang)提(ti)(ti)供生產(chan)(chan)(chan)資(zi)料(liao)、資(zi)金(jin)、技(ji)術、產(chan)(chan)(chan)品銷售(shou)(shou)服(fu)務；農(nong)戶(hu)(hu)按公(gong)司制(zhi)定的(de)(de)(de)生產(chan)(chan)(chan)計劃、技(ji)術要(yao)求進行(xing)生產(chan)(chan)(chan)，產(chan)(chan)(chan)品按合同(tong)規定的(de)(de)(de)價格、數量(liang)、規格或品質交給公(gong)司，公(gong)司負責產(chan)(chan)(chan)品銷售(shou)(shou)。“風險共擔，利益共沾”，實現生產(chan)(chan)(chan)、加(jia)(jia)工、銷售(shou)(shou)、增值(zhi)的(de)(de)(de)良(liang)性循環。這種“公(gong)司+農(nong)戶(hu)(hu)”的(de)(de)(de)產(chan)(chan)(chan)業一體(ti)(ti)化的(de)(de)(de)經營(ying)(ying)(ying)模(mo)式有助于通過對農(nong)產(chan)(chan)(chan)品的(de)(de)(de)深度加(jia)(jia)工，提(ti)(ti)高“寒(han)地黑(hei)土’’農(nong)產(chan)(chan)(chan)品的(de)(de)(de)附加(jia)(jia)值(zhi)，增強市(shi)場競爭力(li)。

五、努力(li)造就(jiu)一(yi)支(zhi)高(gao)素質的“寒(han)地(di)黑土"農產品營銷(xiao)隊伍(wu)

眾所(suo)周知，現代市場(chang)經濟中(zhong)，商品(pin)生產(chan)是基礎(chu)，但市場(chang)銷(xiao)(xiao)售是關(guan)鍵(jian)。我市的(de)“寒地(di)黑土(tu)’，農(nong)(nong)產(chan)品(pin)品(pin)牌創立(li)起(qi)來(lai)了，能否把它打入國(guo)內國(guo)際(ji)市場(chang)主要(yao)靠營(ying)銷(xiao)(xiao)。那么具有高(gao)素(su)(su)質的(de)營(ying)銷(xiao)(xiao)人才只管(guan)重(zhong)要(yao)。我市原(yuan)來(lai)從(cong)事農(nong)(nong)產(chan)品(pin)營(ying)銷(xiao)(xiao)工作(zuo)的(de)主體是農(nong)(nong)民，由于文化水平和(he)營(ying)銷(xiao)(xiao)觀(guan)念的(de)局限，使(shi)得這(zhe)支營(ying)銷(xiao)(xiao)隊耐匿適應全國(guo)甚至全球體化的(de)需要(yao)。因此，需要(yao)造(zao)就一直高(gao)素(su)(su)質的(de)營(ying)銷(xiao)(xiao)隊伍。綏化學(xue)院作(zuo)為綏化地(di)區唯——所(suo)高(gao)校，應該立(li)足(zu)本地(di)，成為培養營(ying)銷(xiao)(xiao)精英的(de)搖籃。

篇10

[關鍵詞(ci)]新常態；農產品；品牌戰略；管理

所(suo)(suo)謂農(nong)產(chan)品(pin)品(pin)牌，即農(nong)產(chan)品(pin)品(pin)質(zhi)與經(jing)(jing)營者、產(chan)地(di)的(de)綜合性(xing)(xing)識(shi)別標簽，是農(nong)產(chan)品(pin)生(sheng)產(chan)與銷售企(qi)業(ye)的(de)無形資(zi)產(chan)，更是影響企(qi)業(ye)信譽(yu)度(du)與消費者誠信度(du)的(de)關鍵(jian)標示。農(nong)產(chan)品(pin)品(pin)牌與其(qi)他工業(ye)商(shang)品(pin)或服(fu)務品(pin)牌相比，其(qi)特(te)征在(zai)于(yu)：第一，獨特(te)的(de)自(zi)然屬性(xing)(xing)，與人類的(de)健康有(you)直接(jie)關聯(lian)，所(suo)(suo)以需(xu)要(yao)(yao)標準化(hua)、產(chan)業(ye)化(hua)與安(an)全化(hua)的(de)生(sheng)產(chan)管理體系；第二，自(zi)然資(zi)源的(de)優勢，不(bu)同農(nong)產(chan)品(pin)存在(zai)著特(te)色(se)化(hua)的(de)產(chan)地(di)資(zi)源優勢，彰顯其(qi)產(chan)品(pin)品(pin)牌的(de)差異性(xing)(xing)與核(he)心競(jing)爭力；第三，原創性(xing)(xing)技術(shu)對(dui)農(nong)產(chan)品(pin)品(pin)牌價值(zhi)有(you)著較(jiao)大的(de)影響，在(zai)現(xian)(xian)代科技的(de)影響下，農(nong)產(chan)品(pin)的(de)品(pin)質(zhi)與品(pin)牌價值(zhi)，都將受(shou)科技水(shui)平的(de)影響。新常態背景下，我(wo)(wo)國正面臨(lin)著產(chan)業(ye)結構的(de)升級轉型，農(nong)業(ye)產(chan)業(ye)也需(xu)要(yao)(yao)迎(ying)合時代的(de)發展(zhan)需(xu)求(qiu)，迎(ying)合消費者的(de)消費需(xu)要(yao)(yao)。經(jing)(jing)濟全球化(hua)背景下，我(wo)(wo)國農(nong)產(chan)品(pin)外貿(mao)發展(zhan)面臨(lin)著激(ji)烈(lie)的(de)國際(ji)化(hua)市場競(jing)爭，需(xu)要(yao)(yao)積極改(gai)變傳統的(de)發展(zhan)理念，采(cai)用現(xian)(xian)代化(hua)的(de)品(pin)牌戰略管理模式，才更有(you)利于(yu)推(tui)動(dong)我(wo)(wo)國農(nong)產(chan)品(pin)出(chu)口的(de)可持續發展(zhan)。

一、新常態下我國農產(chan)品品牌戰略管理的指(zhi)導思想與(yu)原(yuan)則

（一）新常態下(xia)我國農(nong)產品(pin)(pin)品(pin)(pin)牌(pai)戰略管(guan)理的指導思想

作為一(yi)(yi)項具(ju)有(you)復(fu)雜性、持(chi)久(jiu)性與動(dong)(dong)態化的(de)(de)(de)(de)(de)(de)(de)系(xi)(xi)統(tong)工程，農(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)戰(zhan)(zhan)(zhan)略(lve)(lve)管理是(shi)(shi)現代市(shi)(shi)場(chang)經(jing)濟發展(zhan)的(de)(de)(de)(de)(de)(de)(de)產(chan)(chan)(chan)物(wu)。農(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)戰(zhan)(zhan)(zhan)略(lve)(lve)管理的(de)(de)(de)(de)(de)(de)(de)指導思(si)想(xiang)，在于(yu)匹(pi)配(pei)和企(qi)(qi)(qi)業(ye)一(yi)(yi)致的(de)(de)(de)(de)(de)(de)(de)市(shi)(shi)場(chang)理念、企(qi)(qi)(qi)業(ye)文化理念、競(jing)爭理念與營銷理念等(deng)，要(yao)求企(qi)(qi)(qi)業(ye)自身以先導產(chan)(chan)(chan)業(ye)與優(you)勢產(chan)(chan)(chan)業(ye)的(de)(de)(de)(de)(de)(de)(de)優(you)勢產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)為主(zhu)，全(quan)(quan)面帶(dai)動(dong)(dong)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)戰(zhan)(zhan)(zhan)略(lve)(lve)的(de)(de)(de)(de)(de)(de)(de)發展(zhan)，具(ju)體可表現為以下(xia)幾個方面。第(di)(di)(di)一(yi)(yi)，強調突出(chu)優(you)勢。創(chuang)立(li)與發展(zhan)名牌(pai)(pai)是(shi)(shi)農(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)戰(zhan)(zhan)(zhan)略(lve)(lve)管理的(de)(de)(de)(de)(de)(de)(de)目(mu)標，需要(yao)透(tou)過戰(zhan)(zhan)(zhan)略(lve)(lve)管理提(ti)升品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)價值。所以在此(ci)背(bei)景下(xia)，必須突出(chu)重(zhong)點(dian)、發揮優(you)勢。在農(nong)(nong)業(ye)生產(chan)(chan)(chan)規模不(bu)斷擴(kuo)大，農(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)市(shi)(shi)場(chang)交易(yi)額(e)不(bu)斷增加的(de)(de)(de)(de)(de)(de)(de)背(bei)景下(xia)，企(qi)(qi)(qi)業(ye)要(yao)建(jian)立(li)起長久(jiu)的(de)(de)(de)(de)(de)(de)(de)發展(zhan)戰(zhan)(zhan)(zhan)略(lve)(lve)與目(mu)標，通(tong)過充分整合資(zi)源、優(you)化資(zi)源配(pei)置，集中(zhong)優(you)勢產(chan)(chan)(chan)業(ye)與產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)群，推動(dong)(dong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)在市(shi)(shi)場(chang)范圍內的(de)(de)(de)(de)(de)(de)(de)迅猛發展(zhan)。第(di)(di)(di)二，強調整體帶(dai)動(dong)(dong)。“先謀勢，后謀利”是(shi)(shi)農(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)戰(zhan)(zhan)(zhan)略(lve)(lve)管理的(de)(de)(de)(de)(de)(de)(de)重(zhong)要(yao)指導思(si)想(xiang)，即(ji)企(qi)(qi)(qi)業(ye)需要(yao)透(tou)過打造名牌(pai)(pai)活(huo)動(dong)(dong)，構建(jian)嚴格的(de)(de)(de)(de)(de)(de)(de)質量安(an)全(quan)(quan)保障體系(xi)(xi)，強化企(qi)(qi)(qi)業(ye)的(de)(de)(de)(de)(de)(de)(de)競(jing)爭意識，通(tong)過全(quan)(quan)面帶(dai)動(dong)(dong)營銷戰(zhan)(zhan)(zhan)略(lve)(lve)發展(zhan)的(de)(de)(de)(de)(de)(de)(de)活(huo)動(dong)(dong)中(zhong)，提(ti)高(gao)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)(de)(de)(de)聲譽(yu)度(du)。第(di)(di)(di)三，堅持(chi)不(bu)斷創(chuang)新(xin)。農(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)發展(zhan)需經(jing)過多(duo)年的(de)(de)(de)(de)(de)(de)(de)努力，品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)(de)(de)(de)建(jian)設亦是(shi)(shi)如此(ci)。縱觀目(mu)前市(shi)(shi)場(chang)上的(de)(de)(de)(de)(de)(de)(de)諸多(duo)知名農(nong)(nong)產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)，其發展(zhan)歷(li)史并不(bu)長久(jiu)。而想(xiang)要(yao)創(chuang)立(li)長久(jiu)的(de)(de)(de)(de)(de)(de)(de)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)，使品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)(pai)升級為名牌(pai)(pai)，則(ze)必須要(yao)開展(zhan)持(chi)續(xu)不(bu)斷的(de)(de)(de)(de)(de)(de)(de)創(chuang)新(xin)活(huo)動(dong)(dong)，通(tong)過創(chuang)新(xin)推動(dong)(dong)企(qi)(qi)(qi)業(ye)的(de)(de)(de)(de)(de)(de)(de)可持(chi)續(xu)發展(zhan)，利用創(chuang)新(xin)的(de)(de)(de)(de)(de)(de)(de)技術保持(chi)名牌(pai)(pai)的(de)(de)(de)(de)(de)(de)(de)市(shi)(shi)場(chang)吸引力。

（二）新常態下我國農產品(pin)品(pin)牌戰(zhan)略管理的(de)原則

第(di)一(yi)，堅(jian)持市(shi)場(chang)導向。現(xian)代市(shi)場(chang)經濟背景下，農(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)創(chuang)立與(yu)發(fa)(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)，在產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)的(de)(de)(de)(de)研發(fa)(fa)(fa)、生產(chan)(chan)(chan)(chan)和銷售流程(cheng)(cheng)(cheng)中(zhong)(zhong)(zhong)，需(xu)要(yao)立足于現(xian)實市(shi)場(chang)環(huan)境，根據市(shi)場(chang)的(de)(de)(de)(de)導向進(jin)行(xing)整體戰(zhan)略的(de)(de)(de)(de)規劃，通(tong)過提(ti)高(gao)(gao)市(shi)場(chang)的(de)(de)(de)(de)占有(you)率，實現(xian)企(qi)業(ye)利(li)益的(de)(de)(de)(de)最大化發(fa)(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)。第(di)二(er)，注重比較(jiao)優(you)勢。對(dui)于農(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)(pai)而言，在激烈的(de)(de)(de)(de)市(shi)場(chang)競(jing)爭(zheng)(zheng)環(huan)境下、同質(zhi)化發(fa)(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)趨(qu)勢下，尤(you)其要(yao)注重特(te)色(se)化的(de)(de)(de)(de)優(you)勢建(jian)立，借助資源優(you)勢創(chuang)造(zao)區(qu)域農(nong)業(ye)特(te)點，打造(zao)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)群(qun)鏈，實施聚焦戰(zhan)略，通(tong)過順應政策引導，奠定農(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)(pai)戰(zhan)略管(guan)(guan)理的(de)(de)(de)(de)堅(jian)實基(ji)礎。第(di)三，輕重結合發(fa)(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)。利(li)用“二(er)八”定律(lv)，企(qi)業(ye)在發(fa)(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)的(de)(de)(de)(de)進(jin)程(cheng)(cheng)(cheng)中(zhong)(zhong)(zhong)，要(yao)始終堅(jian)持對(dui)一(yi)般(ban)發(fa)(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)和重點發(fa)(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)的(de)(de)(de)(de)區(qu)分(fen)，在市(shi)場(chang)發(fa)(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)進(jin)程(cheng)(cheng)(cheng)中(zhong)(zhong)(zhong)明確(que)重點發(fa)(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)方向，同時(shi)(shi)也要(yao)維護一(yi)般(ban)發(fa)(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)渠道。面對(dui)重點發(fa)(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)規劃區(qu)域，要(yao)強調新產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)的(de)(de)(de)(de)營銷戰(zhan)略與(yu)規模(mo)化的(de)(de)(de)(de)產(chan)(chan)(chan)(chan)業(ye)發(fa)(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)。第(di)四，堅(jian)持科技支撐(cheng)與(yu)動態發(fa)(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)。農(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)(pai)雖然與(yu)其他(ta)工業(ye)品(pin)(pin)(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)屬(shu)性有(you)所差異，但是都需(xu)要(yao)以(yi)科技為支撐(cheng)，通(tong)過較(jiao)高(gao)(gao)的(de)(de)(de)(de)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)科技含量，確(que)保產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)的(de)(de)(de)(de)品(pin)(pin)(pin)(pin)質(zhi)安全，進(jin)而形(xing)成較(jiao)強的(de)(de)(de)(de)品(pin)(pin)(pin)(pin)牌(pai)(pai)實力。現(xian)代科技不斷革新，產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)不斷創(chuang)新，所以(yi)在品(pin)(pin)(pin)(pin)牌(pai)(pai)戰(zhan)略管(guan)(guan)理中(zhong)(zhong)(zhong)，還要(yao)堅(jian)持動態化的(de)(de)(de)(de)發(fa)(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)過程(cheng)(cheng)(cheng)，在保持企(qi)業(ye)優(you)勢的(de)(de)(de)(de)同時(shi)(shi)，不斷充實品(pin)(pin)(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)內涵(han)，打造(zao)特(te)色(se)化的(de)(de)(de)(de)發(fa)(fa)(fa)展(zhan)(zhan)(zhan)(zhan)(zhan)(zhan)路(lu)徑，不斷提(ti)高(gao)(gao)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)的(de)(de)(de)(de)核(he)心競(jing)爭(zheng)(zheng)力，提(ti)高(gao)(gao)品(pin)(pin)(pin)(pin)牌(pai)(pai)的(de)(de)(de)(de)競(jing)爭(zheng)(zheng)力。

二(er)、新常態下影響我(wo)國農產品品牌(pai)戰略管理的制約(yue)要(yao)素

（一）傳(chuan)統思想理念制約要素(su)

新常(chang)態背景下(xia)，對農(nong)產(chan)(chan)品(pin)(pin)品(pin)(pin)牌(pai)(pai)及其價值的(de)(de)錯誤認知(zhi)和(he)(he)理解，相(xiang)對滯后(hou)的(de)(de)傳(chuan)統思(si)想(xiang)理念(nian)，顯(xian)然是(shi)制(zhi)約我國農(nong)產(chan)(chan)品(pin)(pin)品(pin)(pin)牌(pai)(pai)戰(zhan)略管理發展的(de)(de)首要因素。在現代化(hua)的(de)(de)市場(chang)競(jing)(jing)爭(zheng)環(huan)境(jing)中，越(yue)來(lai)越(yue)多的(de)(de)企業認識到了(le)(le)(le)品(pin)(pin)牌(pai)(pai)的(de)(de)重(zhong)要性，但是(shi)缺(que)乏對農(nong)產(chan)(chan)品(pin)(pin)品(pin)(pin)牌(pai)(pai)價值的(de)(de)正確認知(zhi)和(he)(he)全(quan)面了(le)(le)(le)解。為了(le)(le)(le)能夠(gou)擴大生產(chan)(chan)與推動發展，很多企業競(jing)(jing)相(xiang)貼(tie)牌(pai)(pai)生產(chan)(chan)。殊不(bu)知(zhi)貼(tie)牌(pai)(pai)生產(chan)(chan)雖然有助于推動發展，但是(shi)卻(que)屬于國際國內(nei)分工的(de)(de)低(di)端層面，利潤(run)較低(di)且缺(que)乏持續發展競(jing)(jing)爭(zheng)力(li)(li)(li)。然而(er)，目前我國農(nong)產(chan)(chan)品(pin)(pin)經(jing)營企業輕(qing)視品(pin)(pin)牌(pai)(pai)建設而(er)重(zhong)視貼(tie)牌(pai)(pai)的(de)(de)情況屢見不(bu)鮮(xian)。例如，2006年我國山東的(de)(de)一家(jia)企業出(chu)口創匯高(gao)達1.6億(yi)美元，然而(er)卻(que)沒有品(pin)(pin)牌(pai)(pai)商(shang)標，所以在幾年后(hou)就喪失了(le)(le)(le)品(pin)(pin)牌(pai)(pai)競(jing)(jing)爭(zheng)力(li)(li)(li)，于2010年倒(dao)閉(bi)。在激烈(lie)的(de)(de)國際化(hua)競(jing)(jing)爭(zheng)環(huan)境(jing)下(xia)，農(nong)產(chan)(chan)品(pin)(pin)品(pin)(pin)牌(pai)(pai)缺(que)乏核心競(jing)(jing)爭(zheng)力(li)(li)(li)，不(bu)僅會(hui)影(ying)響對外出(chu)口貿(mao)易(yi)額(e)，而(er)且在市場(chang)開放化(hua)發展的(de)(de)環(huan)境(jing)下(xia)，在國內(nei)的(de)(de)發展也將受到阻礙(ai)。

（二）傳統品牌營銷制約要(yao)素

根據新常(chang)態下我國(guo)(guo)農產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)市(shi)場(chang)的發展(zhan)現狀以及營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)現狀可知(zhi)，目(mu)前(qian)我國(guo)(guo)農產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)發展(zhan)還(huan)存(cun)在(zai)(zai)(zai)(zai)著(zhu)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)策(ce)略的制約(yue)。一方面(mian)表現為營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)意識(shi)(shi)薄弱(ruo)，營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)主體(ti)不(bu)成熟。部分農產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)生產(chan)(chan)(chan)與(yu)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售企業沒(mei)(mei)有及時(shi)(shi)更新營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)理(li)念(nian)，缺(que)(que)(que)乏(fa)整(zheng)合性(xing)(xing)(xing)的營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)理(li)念(nian)，更缺(que)(que)(que)乏(fa)科學(xue)性(xing)(xing)(xing)的分析。在(zai)(zai)(zai)(zai)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)策(ce)略上，沒(mei)(mei)有結合農產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)的整(zheng)體(ti)特點進(jin)行發展(zhan)，無法解(jie)決產(chan)(chan)(chan)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)失(shi)衡的問(wen)題(ti)，在(zai)(zai)(zai)(zai)激烈的市(shi)場(chang)競(jing)爭(zheng)環境下，缺(que)(que)(que)乏(fa)危機意識(shi)(shi)與(yu)競(jing)爭(zheng)意識(shi)(shi)。另一方面(mian)表現在(zai)(zai)(zai)(zai)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)意識(shi)(shi)不(bu)足，產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)質(zhi)量(liang)(liang)難以保(bao)障。在(zai)(zai)(zai)(zai)現有的農產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售市(shi)場(chang)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)策(ce)略中(zhong)，很多產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)缺(que)(que)(que)乏(fa)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)性(xing)(xing)(xing)的包裝設計與(yu)推廣(guang)，尤其(qi)是(shi)特色性(xing)(xing)(xing)的農產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)，更是(shi)在(zai)(zai)(zai)(zai)同(tong)類產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)競(jing)爭(zheng)中(zhong)缺(que)(que)(que)乏(fa)競(jing)爭(zheng)性(xing)(xing)(xing)。目(mu)前(qian)我國(guo)(guo)農貿市(shi)場(chang)內的很多農產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)均(jun)屬(shu)于初(chu)級產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)，在(zai)(zai)(zai)(zai)生產(chan)(chan)(chan)加工方面(mian)均(jun)屬(shu)于初(chu)級加工產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)，在(zai)(zai)(zai)(zai)流通(tong)、質(zhi)檢(jian)與(yu)管理(li)等環節，也由(you)于缺(que)(que)(que)少整(zheng)體(ti)性(xing)(xing)(xing)、標(biao)準化的監管體(ti)系，導(dao)致農產(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)的質(zhi)量(liang)(liang)非(fei)常(chang)不(bu)穩定(ding)。與(yu)此同(tong)時(shi)(shi)，缺(que)(que)(que)乏(fa)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)形象的塑造，重視(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)炒(chao)作(zuo)而忽視(shi)品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)建(jian)設的情(qing)況(kuang)也非(fei)常(chang)明(ming)顯。在(zai)(zai)(zai)(zai)市(shi)場(chang)監管缺(que)(que)(que)失(shi)的情(qing)況(kuang)下，品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)還(huan)面(mian)臨著(zhu)假冒偽劣品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)的干擾，不(bu)利于企業品(pin)(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)形象的大(da)力推廣(guang)。

（三）新常態下市場制約要素

新(xin)常態背景(jing)下(xia)我(wo)(wo)(wo)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)戰略(lve)管理中(zhong)，市(shi)(shi)場(chang)環境的(de)(de)(de)(de)(de)制約主要(yao)表(biao)現(xian)在(zai)以下(xia)兩大(da)方(fang)(fang)面(mian)。一(yi)方(fang)(fang)面(mian)是(shi)濃(nong)厚的(de)(de)(de)(de)(de)地方(fang)(fang)保護主義(yi)氛圍。作為(wei)(wei)農(nong)(nong)(nong)(nong)(nong)(nong)業大(da)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)，在(zai)我(wo)(wo)(wo)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)各(ge)省區市(shi)(shi)的(de)(de)(de)(de)(de)經濟發(fa)展(zhan)進程中(zhong)，農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)市(shi)(shi)場(chang)份(fen)額(e)(e)巨大(da)，且(qie)地區利用資源優(you)(you)勢，往往存(cun)在(zai)著(zhu)(zhu)多(duo)個(ge)區域內(nei)的(de)(de)(de)(de)(de)優(you)(you)勢農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)。在(zai)此(ci)背景(jing)下(xia)，為(wei)(wei)了(le)(le)強化(hua)地方(fang)(fang)經濟發(fa)展(zhan)，部(bu)分(fen)地方(fang)(fang)政府限制了(le)(le)商品(pin)(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)自有(you)流通，阻礙了(le)(le)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)發(fa)展(zhan)。以雙匯(hui)集團為(wei)(wei)例，為(wei)(wei)了(le)(le)能夠開(kai)展(zhan)全(quan)(quan)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)化(hua)的(de)(de)(de)(de)(de)發(fa)展(zhan)戰略(lve)，雙匯(hui)利用十(shi)余年(nian)的(de)(de)(de)(de)(de)時間(jian)才突破了(le)(le)地方(fang)(fang)保護主義(yi)的(de)(de)(de)(de)(de)“圍欄”，在(zai)全(quan)(quan)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)建立了(le)(le)兩千余家銷售(shou)網點(dian)。據我(wo)(wo)(wo)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)商務部(bu)的(de)(de)(de)(de)(de)調查顯示，我(wo)(wo)(wo)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)在(zai)20個(ge)省市(shi)(shi)面(mian)臨著(zhu)(zhu)地方(fang)(fang)保護主義(yi)的(de)(de)(de)(de)(de)封鎖，嚴(yan)重(zhong)影響(xiang)了(le)(le)企業的(de)(de)(de)(de)(de)發(fa)展(zhan)。另一(yi)方(fang)(fang)面(mian)，在(zai)經濟全(quan)(quan)球化(hua)背景(jing)下(xia)，我(wo)(wo)(wo)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)(pin)牌(pai)還面(mian)臨著(zhu)(zhu)貿易壁(bi)壘(lei)的(de)(de)(de)(de)(de)限制與阻礙。根據中(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)海關2016年(nian)的(de)(de)(de)(de)(de)關于(yu)2015年(nian)我(wo)(wo)(wo)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)進口(kou)(kou)數據顯示，我(wo)(wo)(wo)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)從美國(guo)(guo)(guo)(guo)(guo)(guo)(guo)和巴西(xi)進口(kou)(kou)的(de)(de)(de)(de)(de)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)占我(wo)(wo)(wo)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)全(quan)(quan)部(bu)進口(kou)(kou)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)50%以上，而由此(ci)產(chan)(chan)(chan)(chan)生的(de)(de)(de)(de)(de)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)貿易逆(ni)差(cha)也占到了(le)(le)逆(ni)差(cha)總(zong)額(e)(e)的(de)(de)(de)(de)(de)47%。我(wo)(wo)(wo)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)對(dui)外(wai)(wai)逆(ni)差(cha)的(de)(de)(de)(de)(de)高(gao)度集中(zhong)產(chan)(chan)(chan)(chan)生的(de)(de)(de)(de)(de)原因(yin)在(zai)于(yu)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)出口(kou)(kou)大(da)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)的(de)(de)(de)(de)(de)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)際影響(xiang)力(li)較(jiao)高(gao)，部(bu)分(fen)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)家對(dui)于(yu)外(wai)(wai)來農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)品(pin)(pin)(pin)(pin)(pin)(pin)質要(yao)求較(jiao)高(gao)，并(bing)且(qie)本(ben)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)的(de)(de)(de)(de)(de)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)在(zai)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)內(nei)市(shi)(shi)場(chang)的(de)(de)(de)(de)(de)競爭(zheng)力(li)較(jiao)強，有(you)著(zhu)(zhu)一(yi)定的(de)(de)(de)(de)(de)貿易壁(bi)壘(lei)，美國(guo)(guo)(guo)(guo)(guo)(guo)(guo)、歐盟和日(ri)本(ben)等都對(dui)中(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)出口(kou)(kou)有(you)著(zhu)(zhu)較(jiao)高(gao)的(de)(de)(de)(de)(de)技術(shu)壁(bi)壘(lei)限制。與此(ci)同時，關稅措施(shi)對(dui)我(wo)(wo)(wo)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)出口(kou)(kou)也存(cun)在(zai)著(zhu)(zhu)一(yi)定的(de)(de)(de)(de)(de)限制作用，削弱了(le)(le)我(wo)(wo)(wo)國(guo)(guo)(guo)(guo)(guo)(guo)(guo)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)(pin)出口(kou)(kou)的(de)(de)(de)(de)(de)競爭(zheng)力(li)。

（四）政(zheng)策(ce)引(yin)發(fa)價格波動制約要素

自改革開(kai)(kai)放以來，我(wo)國(guo)不(bu)斷重(zhong)視企業品(pin)牌(pai)建(jian)(jian)設發(fa)展(zhan)，并(bing)出(chu)(chu)臺了(le)多個相關文件。然而(er)對農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)品(pin)牌(pai)發(fa)展(zhan)的(de)(de)(de)長效機制(zhi)卻(que)始終(zhong)考(kao)量(liang)不(bu)足。尤其是在(zai)新常(chang)態(tai)背(bei)景下，政策(ce)法(fa)規的(de)(de)(de)約束力(li)還(huan)(huan)并(bing)不(bu)足以推(tui)動農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)品(pin)牌(pai)的(de)(de)(de)持續發(fa)展(zhan)，缺(que)(que)乏整(zheng)體(ti)規劃(hua)，還(huan)(huan)需要不(bu)斷構建(jian)(jian)具有約束力(li)、便捷(jie)性(xing)的(de)(de)(de)長效機制(zhi)。與此同(tong)時，我(wo)國(guo)的(de)(de)(de)基層(ceng)政府在(zai)公共財(cai)政穩定農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)價格(ge)(ge)上，還(huan)(huan)存在(zai)政策(ce)使(shi)用的(de)(de)(de)科(ke)學性(xing)不(bu)足問題。例(li)如，一些地方政府看(kan)到有的(de)(de)(de)地區通過建(jian)(jian)立集貿(mao)市(shi)場(chang)維護了(le)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)價格(ge)(ge)的(de)(de)(de)穩定，于是在(zai)本地區也(ye)開(kai)(kai)始大量(liang)建(jian)(jian)設集貿(mao)市(shi)場(chang)。但這種集貿(mao)市(shi)場(chang)的(de)(de)(de)建(jian)(jian)設往往缺(que)(que)乏科(ke)學的(de)(de)(de)論(lun)證，最(zui)終(zhong)難(nan)以有效實現對農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)價格(ge)(ge)的(de)(de)(de)合理引導。農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)價格(ge)(ge)監(jian)督(du)(du)的(de)(de)(de)信息化(hua)體(ti)系(xi)與法(fa)制(zhi)化(hua)保(bao)障不(bu)完善(shan)，缺(que)(que)乏足夠(gou)的(de)(de)(de)信息技術設備使(shi)用人員。與此同(tong)時，我(wo)國(guo)當前也(ye)缺(que)(que)乏農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)價格(ge)(ge)監(jian)督(du)(du)的(de)(de)(de)法(fa)律保(bao)障體(ti)系(xi)。導致在(zai)農(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)市(shi)場(chang)監(jian)督(du)(du)過程中，經常(chang)出(chu)(chu)現違法(fa)侵權行為，從而(er)削弱(ruo)了(le)部分參與主(zhu)體(ti)的(de)(de)(de)積(ji)極性(xing)。

三、新(xin)常態下(xia)我國農產品品牌戰略(lve)管理建議(yi)

（一）樹立農(nong)產品(pin)品(pin)牌的名牌戰略理(li)念(nian)

現階(jie)段，我國(guo)(guo)(guo)新常態(tai)經(jing)濟正在(zai)(zai)從粗放型轉向專業(ye)化(hua)、精細化(hua)，而目(mu)前(qian)我國(guo)(guo)(guo)農(nong)(nong)產(chan)品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)在(zai)(zai)國(guo)(guo)(guo)際范圍(wei)內(nei)(nei)，缺(que)少(shao)知名品(pin)(pin)(pin)(pin)牌(pai)，即使在(zai)(zai)國(guo)(guo)(guo)內(nei)(nei)也十(shi)分缺(que)乏優秀的(de)(de)品(pin)(pin)(pin)(pin)牌(pai)產(chan)品(pin)(pin)(pin)(pin)。企業(ye)的(de)(de)名牌(pai)戰(zhan)(zhan)略(lve)(lve)，即在(zai)(zai)生產(chan)、經(jing)營及銷售等(deng)階(jie)段，根(gen)(gen)據名牌(pai)戰(zhan)(zhan)略(lve)(lve)嚴格要(yao)(yao)(yao)求自身(shen)。其特(te)點需要(yao)(yao)(yao)符合企業(ye)自身(shen)的(de)(de)發展(zhan)要(yao)(yao)(yao)求，要(yao)(yao)(yao)能夠(gou)從根(gen)(gen)本上解決企業(ye)發展(zhan)中的(de)(de)問(wen)題，其目(mu)標在(zai)(zai)于長期提(ti)升(sheng)企業(ye)的(de)(de)經(jing)濟效(xiao)益。企業(ye)實(shi)施名牌(pai)戰(zhan)(zhan)略(lve)(lve)的(de)(de)關(guan)鍵在(zai)(zai)于“名實(shi)循環”，就是(shi)要(yao)(yao)(yao)實(shi)踐與名氣(qi)相等(deng)，實(shi)踐方面包(bao)括產(chan)品(pin)(pin)(pin)(pin)的(de)(de)質量、服(fu)務的(de)(de)質量等(deng)，而名氣(qi)就是(shi)名牌(pai)的(de)(de)效(xiao)應，名牌(pai)的(de)(de)影響力(li)(li)與吸(xi)引力(li)(li)。對(dui)于企業(ye)而言，企業(ye)的(de)(de)名牌(pai)戰(zhan)(zhan)略(lve)(lve)會(hui)提(ti)升(sheng)企業(ye)的(de)(de)經(jing)濟效(xiao)益，同時還可以(yi)提(ti)升(sheng)企業(ye)的(de)(de)綜合競(jing)爭力(li)(li)。樹立(li)名牌(pai)發展(zhan)戰(zhan)(zhan)略(lve)(lve)，預示著農(nong)(nong)產(chan)品(pin)(pin)(pin)(pin)的(de)(de)品(pin)(pin)(pin)(pin)牌(pai)建(jian)設將有更高的(de)(de)標準與更長久(jiu)的(de)(de)發展(zhan)規劃。根(gen)(gen)據《2015年我國(guo)(guo)(guo)農(nong)(nong)產(chan)品(pin)(pin)(pin)(pin)行業(ye)品(pin)(pin)(pin)(pin)牌(pai)建(jian)設趨(qu)勢分析》顯示，以(yi)我國(guo)(guo)(guo)四川(chuan)省(sheng)為例，在(zai)(zai)兩千多(duo)個農(nong)(nong)產(chan)品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)中，品(pin)(pin)(pin)(pin)牌(pai)價(jia)(jia)值(zhi)在(zai)(zai)1億元以(yi)下的(de)(de)占(zhan)(zhan)12%，品(pin)(pin)(pin)(pin)牌(pai)價(jia)(jia)值(zhi)低(di)于平均值(zhi)的(de)(de)占(zhan)(zhan)37%。由此可見，四川(chuan)省(sheng)的(de)(de)農(nong)(nong)產(chan)品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)價(jia)(jia)值(zhi)還有待挖(wa)掘，我國(guo)(guo)(guo)農(nong)(nong)產(chan)品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)戰(zhan)(zhan)略(lve)(lve)管理的(de)(de)發展(zhan)，必(bi)須要(yao)(yao)(yao)先建(jian)立(li)起名牌(pai)發展(zhan)戰(zhan)(zhan)略(lve)(lve)，才有助于推動農(nong)(nong)產(chan)品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)的(de)(de)可持(chi)續發展(zhan)。

（二(er)）結(jie)合(he)互(hu)聯(lian)網創新(xin)品(pin)牌營(ying)銷(xiao)策略

經濟新常(chang)態背(bei)景(jing)下，我國(guo)政(zheng)府迎合(he)(he)時展(zhan)趨勢，提出了(le)“互(hu)聯網(wang)+”發展(zhan)戰(zhan)略。在(zai)此背(bei)景(jing)下，農(nong)(nong)(nong)(nong)產(chan)(chan)品品牌(pai)戰(zhan)略管理可(ke)以(yi)(yi)結合(he)(he)互(hu)聯網(wang)發展(zhan)趨勢與(yu)網(wang)絡技術，推動(dong)(dong)(dong)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)的(de)(de)(de)(de)可(ke)持續(xu)發展(zhan)。隨著互(hu)聯網(wang)的(de)(de)(de)(de)普及，以(yi)(yi)手機等(deng)移(yi)動(dong)(dong)(dong)設(she)備為平(ping)(ping)臺的(de)(de)(de)(de)移(yi)動(dong)(dong)(dong)營(ying)銷(xiao)形式受到企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)歡迎。在(zai)此背(bei)景(jing)下，農(nong)(nong)(nong)(nong)村或(huo)農(nong)(nong)(nong)(nong)產(chan)(chan)品的(de)(de)(de)(de)銷(xiao)售(shou)(shou)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)可(ke)以(yi)(yi)采取定(ding)制移(yi)動(dong)(dong)(dong)營(ying)銷(xiao)的(de)(de)(de)(de)方(fang)式，聯合(he)(he)移(yi)動(dong)(dong)(dong)廣(guang)告平(ping)(ping)臺，借(jie)助(zhu)短信(xin)(xin)(xin)、微(wei)信(xin)(xin)(xin)與(yu)微(wei)博(bo)等(deng)方(fang)式，開(kai)展(zhan)與(yu)市場(chang)終端消費(fei)者(zhe)的(de)(de)(de)(de)交(jiao)流活動(dong)(dong)(dong)，傳遞農(nong)(nong)(nong)(nong)產(chan)(chan)品銷(xiao)售(shou)(shou)信(xin)(xin)(xin)息(xi)，建立信(xin)(xin)(xin)息(xi)平(ping)(ping)臺推動(dong)(dong)(dong)農(nong)(nong)(nong)(nong)產(chan)(chan)品的(de)(de)(de)(de)銷(xiao)售(shou)(shou)。在(zai)互(hu)聯網(wang)時代(dai)農(nong)(nong)(nong)(nong)產(chan)(chan)品的(de)(de)(de)(de)銷(xiao)售(shou)(shou)離(li)不開(kai)中間平(ping)(ping)臺，很(hen)多(duo)中小型的(de)(de)(de)(de)農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)(ye)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)以(yi)(yi)及一(yi)些個體(ti)農(nong)(nong)(nong)(nong)產(chan)(chan)品銷(xiao)售(shou)(shou)商，基本上(shang)(shang)(shang)(shang)都是(shi)(shi)在(zai)第(di)(di)三(san)(san)方(fang)電(dian)子(zi)商務(wu)平(ping)(ping)臺上(shang)(shang)(shang)(shang)開(kai)設(she)自(zi)己(ji)的(de)(de)(de)(de)店鋪而后從事互(hu)聯網(wang)銷(xiao)售(shou)(shou)。第(di)(di)三(san)(san)方(fang)電(dian)子(zi)商務(wu)平(ping)(ping)臺一(yi)般可(ke)以(yi)(yi)為農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)(ye)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)提供實時通訊的(de)(de)(de)(de)工(gong)具(ju)，幫(bang)助(zhu)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)和消費(fei)者(zhe)進行(xing)銷(xiao)售(shou)(shou)事宜的(de)(de)(de)(de)溝通。此外，在(zai)第(di)(di)三(san)(san)方(fang)平(ping)(ping)臺上(shang)(shang)(shang)(shang)，還可(ke)以(yi)(yi)利(li)用大數(shu)(shu)據的(de)(de)(de)(de)收集和分析功能，來為農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)(ye)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)提供相關消費(fei)需(xu)求信(xin)(xin)(xin)息(xi)，幫(bang)助(zhu)其(qi)尋找到合(he)(he)適的(de)(de)(de)(de)顧客。而在(zai)第(di)(di)三(san)(san)方(fang)平(ping)(ping)臺上(shang)(shang)(shang)(shang)進行(xing)電(dian)子(zi)商務(wu)，農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)(ye)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)也可(ke)以(yi)(yi)在(zai)物(wu)流、信(xin)(xin)(xin)息(xi)安(an)全、支(zhi)付安(an)全等(deng)問題(ti)上(shang)(shang)(shang)(shang)減少自(zi)身維護的(de)(de)(de)(de)投(tou)入。當前我國(guo)最為典型的(de)(de)(de)(de)第(di)(di)三(san)(san)方(fang)平(ping)(ping)臺就是(shi)(shi)淘寶(bao)（天貓），根據關鍵詞搜索可(ke)知在(zai)淘寶(bao)上(shang)(shang)(shang)(shang)的(de)(de)(de)(de)農(nong)(nong)(nong)(nong)產(chan)(chan)品銷(xiao)售(shou)(shou)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)數(shu)(shu)量(liang)不低于1000家。眾多(duo)農(nong)(nong)(nong)(nong)產(chan)(chan)品銷(xiao)售(shou)(shou)企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)的(de)(de)(de)(de)集聚為平(ping)(ping)臺贏得了(le)市場(chang)聲譽，也為企(qi)(qi)(qi)(qi)業(ye)(ye)(ye)(ye)(ye)增加訪問量(liang)提供了(le)條件，幫(bang)助(zhu)農(nong)(nong)(nong)(nong)產(chan)(chan)品構建了(le)良好的(de)(de)(de)(de)品牌(pai)形象(xiang)。

（三）利用工業思(si)維奠定農(nong)產品品牌(pai)的物質基(ji)礎

在(zai)(zai)市場經濟背(bei)景下，農(nong)(nong)業(ye)(ye)(ye)產業(ye)(ye)(ye)化(hua)的(de)(de)(de)發(fa)展將是(shi)農(nong)(nong)產品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)的(de)(de)(de)有效支(zhi)撐。在(zai)(zai)新(xin)常態背(bei)景下，推動農(nong)(nong)業(ye)(ye)(ye)產業(ye)(ye)(ye)化(hua)經營(ying)，有利(li)于農(nong)(nong)產品(pin)(pin)(pin)(pin)龍頭品(pin)(pin)(pin)(pin)牌(pai)與(yu)龍頭企業(ye)(ye)(ye)的(de)(de)(de)培育。構建(jian)(jian)大(da)型(xing)標(biao)(biao)準化(hua)的(de)(de)(de)原料基地，以(yi)標(biao)(biao)準化(hua)規范(fan)化(hua)農(nong)(nong)業(ye)(ye)(ye)發(fa)展，有助于提升農(nong)(nong)產品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)的(de)(de)(de)內在(zai)(zai)產品(pin)(pin)(pin)(pin)價(jia)值，豐富(fu)品(pin)(pin)(pin)(pin)牌(pai)的(de)(de)(de)內涵，樹立品(pin)(pin)(pin)(pin)牌(pai)在(zai)(zai)同行業(ye)(ye)(ye)中的(de)(de)(de)領先地位(wei)。農(nong)(nong)產品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)戰略管理策(ce)略中，還需(xu)要不斷重視(shi)技(ji)(ji)術(shu)創(chuang)新(xin)發(fa)展，保持(chi)農(nong)(nong)產品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)的(de)(de)(de)活力(li)，無(wu)論是(shi)生產還是(shi)加工(gong)，都(dou)要注重每一個環(huan)節，提高技(ji)(ji)術(shu)含量(liang)降低(di)(di)成本(ben)提高利(li)潤。借(jie)助信息化(hua)建(jian)(jian)設與(yu)物聯(lian)網技(ji)(ji)術(shu)、大(da)數據技(ji)(ji)術(shu)等先進科技(ji)(ji)，將有利(li)于農(nong)(nong)產品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)的(de)(de)(de)全程(cheng)把(ba)控，無(wu)論是(shi)在(zai)(zai)產、供、銷的(de)(de)(de)哪一個環(huan)節，都(dou)可以(yi)實時了解真實的(de)(de)(de)市場情況(kuang)，開展有效的(de)(de)(de)品(pin)(pin)(pin)(pin)牌(pai)戰略管理策(ce)略。在(zai)(zai)信息化(hua)的(de)(de)(de)支(zhi)撐體(ti)系(xi)下，還有助于提升農(nong)(nong)產品(pin)(pin)(pin)(pin)的(de)(de)(de)流(liu)通(tong)渠道，降低(di)(di)物流(liu)成本(ben)。

（四）發揮政府職能塑(su)造良好環(huan)境

營(ying)造強勢品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)，除了企業要發(fa)揮自(zi)身(shen)的市場(chang)主體地位之外(wai)，還需要政(zheng)府政(zheng)策的支持(chi)。通(tong)過(guo)政(zheng)府建立并(bing)健全品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)的保(bao)護制度(du)，構建品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)推廣和促進體系的完善(shan)，打(da)造生態(tai)型(xing)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)關系，為農(nong)(nong)產品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)的發(fa)展營(ying)造良好(hao)的環境，有助于農(nong)(nong)產品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)戰略管理策略的開(kai)展。一方(fang)面，政(zheng)府要做好(hao)農(nong)(nong)產品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)的規范(fan)化發(fa)展，做好(hao)標準(zhun)化的監督(du)；另一方(fang)面，政(zheng)府要做好(hao)公(gong)共(gong)服務項目的提供與資金的援(yuan)助工作，通(tong)過(guo)政(zheng)策扶持(chi)加快市場(chang)體系建設進程(cheng)，促進農(nong)(nong)產品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)的特色化發(fa)展，為農(nong)(nong)產品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)發(fa)展打(da)造一個多層次、多成(cheng)分與多渠道的市場(chang)流通(tong)格(ge)局。

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