海南香蕉营销渠道优化研究-企业管理专业论文.docxVIP

万方数据 万方数据 摘要 当前，我国农产品已经进入了新的发展时期。农产品已经由供给不足走向了 相对过剩的阶段，从关注生产阶段到关注整个渠道主体和各个环节到终端销售关 念的转变，各个相关主体都以意识的到农产品营销渠道的问题的严峻性，良好的 农产品营销渠道是对我国农业发展和我国农村经济进一步发展起着关键作用。自 从我国加入国经贸组织，尤其是建立中国-东盟自由贸易区后我国农产品面临着 越来越严峻的挑战，特别是农产品中的香蕉产业。 海南是我国家香蕉生产大省，香蕉生产和现有营销渠道模式以不能在新的环 境下起到促进海南香蕉产业的发展的作用。目前的香蕉营销渠道存在成员关系松 散、经营秩序混乱、高成本、低效率等问题，这降低了农户的经济收入和消费者 的满意度，制约了我国香蕉产业的发展。 本研究通过分析相关文献，发现目前农产品营销渠道主要集中在营销渠道绩 效渠道成员间的关系、营销渠道的冲突等方面的研究，本文重点针对对海南香蕉 营销渠道理论方面研究欠缺和现实渠道建设方面存在不完善，从农产品营销渠道 的相关理论进行了综述，借鉴国内外农产品营销渠道的理论研究及农产品营销渠 道的发展经验，并回顾海南香蕉产业发展历程和总结海南香蕉营销特征，并分析 海南香蕉营销渠道现状与问题，得出优化的重点目标与方向、对香蕉营销渠道七 个方向进行优化，最后提出一点实施建议。 关键词： 海南省，香蕉，营销渠道，渠道优化 I 万方数据 万方数据 Abstract At present, Chinas agricultural products has entered a new period of development. Agricultural products by the insufficient supply to the phase of relative surplus, from production to marketing stage, agricultural products marketing channel has become the key factor restricting the development of our country agriculture and rural economic development. Since Chinas acceding state economic and trade organizations, especially for the establishment of China ASEAN Free Trade Area of Chinas agricultural products are facing more and more challenges, especially agricultural products in the banana industry. Hainan is our country banana production big province, banana production and the existing marketing channel mode has gradually can not adapt to the new environment of market competition, appeared a series of problems. At present,the banana marketing channel members relation problems loose, operation order, high cost, low efficiency, which reduces the farmers income and consumer satisfaction, restricted the development of the banana industry in china. In this study, through the analysis of relevant literature, found that the research of agricultural products marketing channel relationship, at present mainly concentrated in the marketing channel performance among channel members of the marketing channel conflict, this paper focuses on the research of marketing channel co