农产品营销渠道纵向协作关系研究
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摘要
中国是一个农业大国,农产品的生产和消费数量巨大。随着我国农业技术的发展,农产品产量得到了极大的提高,为农产品市场流通体制带来了巨大的挑战。进入21世纪以来,中国加入WTO,使得农产品市场的竞争更加剧烈。农产品市场的竞争已经不只是单个企业或者单个组织的竞争,已经演化成整条农产品营销渠道的竞争。因此,农产品营销渠道的纵向协作问题已经是一个比较突出的问题。农产品营销渠道纵向协作的模式有哪些,渠道成员在纵向协作的模式下如何演化,如何选择协作伙伴,如何建设和维护纵向协作关系,影响纵向协作长期关系的因素有哪些,现有的纵向协作关系水平如何等都成为现代农产品营销渠道竞争中比较关注的问题。本研究的目的就是为了解决以上问题。
为了实现研究目的,论文主要从以下几个方面展开研究：
在引言部分首先从农产品市场竞争的现状、农业生产的特点、人们消费方式的变化、农产品质量管理现状及农产品营销渠道的研究现状等方面介绍了本论文的研究背景；然后论文对国内外关于农产品营销渠道纵向协作的研究做了简要的评述；最后对本研究的目的、意义、研究思路、研究方法及论文可能的创新点进行了介绍。
在第二章的基础理论部分,本研究首先对农产品营销渠道和纵向协作等相关概念进行了界定；然后,本研究阐述了研究的相关理论,如对交易成本理论、演化经济学理论、比较制度理论和营销渠道理论进行了梳理。在本研究中,交易成本理论为农产品营销渠道纵向协作关系研究提供了动因,而营销渠道理论是本研究的基础,交易成本理论和营销渠道理论贯穿了全文。同时,本研究利用演化经济学理论和比较制度理论分析了农产品营销渠道纵向协作模式变革的过程,分析了渠道中各主体的演化过程。因此,这些理论为论文实现研究目标提供了重要的帮助。
第三章首先对农村经济体制变革对农产品生产的影响进行了分析,分析了经济体制对生产和流通领域产生的影响。然后本研究根据比较制度理论,运用演化博弈论对农产品营销渠道纵向协作模式的共时演化和历时演化进行了分析。在共时演化分析中首先参照现有的理论,对组织场、信息结构和参与主体的智力结构等概念进行界定,然后对不同状态下的演化路径进行分析。分析结果认为,农产品营销渠道纵向协作模式的多样性是协作模式演化的帕累托最优均衡。同时,本研究将现有的农产品营销渠道纵向协作模式划分为内卷型水平层级制、整合型功能层级制、合同型层级制、中介型和自由交易型等渠道协作模式。在历时演化分析中,本研究主要分析了历时演化机制,然后分析了我国农产品营销渠道的演化过程和特点。
第四章主要从农户的角度分析了农产品营销渠道成员的演化及模式选择。论文首先分析了农产品生产者参与渠道纵向协作的方式,认为从1949年以来,我国农产品生产者首先以合作化和集体化的方式参与了渠道协作。在经济体制的改革过程中,改革开放后在家庭联产承包责任制下逐渐转变为以家庭为单位,单独参与渠道竞争。在市场经济体制下的今天,又逐渐转变成以单独和合作共存的方式参与渠道竞争。本研究认为,生产者以合作方式参与渠道竞争将是未来发展的趋势。最后,本研究在实际调查的基础上,分析了影响农户选择农产品营销渠道的因素。
本研究的第五章基于企业的视角,分析了农产品营销渠道纵向协作成员演化的过程和合作伙伴选择的影响因素。论文在分析企业演化背景的基础上,构造了其协同演化的动力学模型,分析了在竞争合作并存的情况下组织的协同演化过程。文章通过分析认为,组织之间只有通过合作,才能取得最大的收益。同时,在实际调查的基础上,论文分析了农产品营销渠道纵向协作过程中的基本情况,分析了企业选择合作伙伴的影响因素。
第六章主要分析了影响农产品营销渠道纵向协作长期关系的因素。本研究首先分析了农产品营销渠道纵向协作的特点,在Morgan和Hunt (1994)的关键中间变量模型和王桂林和庄贵军(2004)企业间渠道信任的概念模型的基础上,构造了影响农产品营销渠道纵向协作长期关系的结构方程模型。通过实地调查,本研究分析了影响农产品营销渠道纵向协作长期关系的相关因素。
第七章中,本研究在第六章的基础上,根据影响农产品营销渠道纵向协作长期关系的因素,构造了分析农产品营销渠道纵向协作关系质量的评价体系,对我国农产品营销渠道纵向协作关系水平进行了分析。分析认为,我国农产品营销渠道纵向协作关系总体水平不是很高。同时,本研究以渠道上下游关系、企业性质、企业经营规模、行业和生产类型为转换因素,对我国农产品营销渠道纵向协作的关系水平进行了对比分析,为我国农产品营销渠道相关成员建立和维护纵向协作关系提供了一定的理论借鉴。
最后,论文对本研究的主要结论进行了归纳和总结,提出了研究的不足之处,并对未来发展的方向进行了简短的评述。在论文的最后,根据本研究的主要结论,提出了几点政策和建议。
论文可能的创新点有：①研究角度上从农产品营销渠道纵向协作关系入手,和演化经济学、比较制度分析等理论结合,研究角度具有一定的新颖性。②方法上运用演化博弈分析法、系统动力学分析法、结构方程分析法和模糊分析法等多种方法,同时进行了大量的实地调研,为农产品营销渠道纵向协作关系的建立提供了一定的借鉴和指导。③理论上通过构造农产品营销渠道纵向协作关系的影响因素的结构方程模型,并构造了对农产品营销渠道纵向协作关系质量的评价体系,充实了农产品营销渠道理论。
China is a large agricultural country, the number of agricultural products production and consumption is huge. Along with the developing of the agricultural technology, the output of agricultural product increases tremendously, which brought a great challenge to the circulation system of the agricultural market. Science entering the 21st century, China's accession to WTO makes the agricultural marketing competition becoming more intense. It is not already the single corporation's or single organization's competition in agricultural market, which is becoming the whole channel's competition. So the problem of vertical coordination of agricultural marketing channel is becoming to a outstanding problem. The problems, which modes of vertical coordination in agricultural marketing channel are, the members of the channel how to evolve, how to select the coorperation fellows, how to construct and maintain the vertical coordination relationship, which factors affect the long-term relationships of them, how is the ralationships of them, all are the attenting problems in the agricultural marketing channel's competetion. The objective of this paper is for the sake of the problems above.
In order to achieve research purposes, the paper was studied on as follows:
In the chapter of introduction, from the the status quo of agricultural product market competition, the characteristics of agricultural production, the changes of consumption patterns, the status of agricultural products quality management and the status of agricultural marketing channels, etc, the paper introduced the background of this study. Then the brief summarize was displayed about vertical coordination of agricultural products marketing channel at home and abroad. Finally, the paper introduced the purpose, the meaning, the route, the measures of the stydy and the possible innovation.
In the second chapter, the paper first defined the agricultural products marketing channel and vertical coordication, and then, the paper expatiated the basic theories of the study, for example, the transactive cost theory, the evolutionary economic theory, the comparative institutional theory and marketing channel theory. In this study, the transactive cost theory is the reason of the vertical coordication of agricultural product marketing channel, and that marketing channel theory is the base of the study, so both the theories guided to build the whole frame of the full paper. At the same time, the paper using the the evolutionary economic theory and the comparative institutional theory analysed the evolutional process of the mode of the vertical coordication of agricultural product marketing channel, and analysed the evolutional process of the members. These theories provided an important help to achieving the purpose of the study.
In the third chapter, the paper first analysed the effect of the production of agricultural product affected by the change of rural economic systerm. Then according to the comparative institutional theory, the study using the evolutional game approach analysed the simultantly evolutionary and periodic evolutionary of the modes of the marketing channel vertical coordication about agricultural products. In the simultantly evolutionary, the paper first made a boundry to the concepts of the organizational field, the information construction and the intelligenct construction of the main body, and then analysed the the evoluting route of the mode. The result is that the diversity of the mode is the pareto optimal equilibrium. Simultaneity, the paper compartmentalized the vertical coordinational mode of agricultural products marketing channel to interior plane hiearchies, combinated function hiearchies, contract hiearchies, agency hiearchies and market hiearchies, etc. In periodic evolutionary, the paper mostly analysed the mechanism, the process and the characteristic of the evoluting.
In the forth chapter, from the farmers points, the paper analysed the members' evolution and the members seleting the mode in agricultural marketing channel. Firstly, the paper analysed the mode as which the agricultural producer participated in the channel vertical coordination, and considered that agricultural producers took part in the channel coordination as cooperation and collectivization in our country from 1949. In economic insistution's reformation, since reformating and opening agricultural producers gradually changed take part in the channel as single family under the household contract responsibility system, that is to say, they took part in the channel competition by themselves. Now under the market economic system, it is the developing trend that the agricultural producer take part in the channel coordination as collaboration. Finally, on the basis of the actual survey the paper analysed the effects which affect the farmer to select the marketing channel.
In the fifths chapter, from the corporation's point, this syudy analysed the members' evolution and the factors of the members seleting the partners in agricultural marketing channel. At the basic of analysing the background, the paper constructed the dynamic mode of coordinating evoluting, analysing the the corporating evoluting process under competition and collaboration coexistence. From analysing the paper found that only through collaborating, the organizations could gain the maximal income. Simultaneity on the basis of the actual survey the paper analysed the basic states of collaboration, and analysed the factors of the members seleting the partners.
Chapter 6 analysed the factors of effecting on the long-term relationships of vertical coordination in agricultural products marketing channael. The study fist analysed the characteristics of vertical coordination in agricultural products marketing channael, then at the basic of the Morgan and Hunt's (1994) key mediating veriable model and Wang Guilin and Zhuang Guijun's (2004) the concept model of channel trust among enterprises, the study constructed the Structural Equation Modeling of effecting the long-term relationships of vertical coordination in agricultural products marketing channael. Through field survey, the study analysed the effecting factors.
Based on Chapter 6, according to the factors of effecting the vertical coordination relationships of agricultural products marketing channael, chapter 7 constructed the evaluting system that analyses the vertical coordination relationships quality of agricultural products marketing channel, and evaluted the vertical coordination relationships'level. The results think that the total level of the vertical coordination relationships in agricultural products marketing channae isn't high. At the same time, taking upstream and downstream marketing channel, the enterprise property, the managing size, the industry, the producing style as changing factors, the study also compared the level of it, which provide some theoretics use for reference for the agricultural products marketing channel members to set up and maintain the vertical coordination relationships.
In the end, the paper concluded and sum up the main conclusions, and put forward the insufficiencies, and also had a brief commentary for the developing in the future. Finally, according to the studing conclusions, the paper advanced several policies and advices.
The possible innovations are hereinafter:①The studying point of the paper analysed the vertical coordination relationships of agricultural products marketing channel, combiining the evolutional economic theory and the comparative institutional theory, which is a little novelty.②The paper used several methods to analyse, for example, the evolutional game approach, the system dynamics analytical method, Structural Equation Modeling, etc, which provided a little use for reference and direction for studying the vertical coordination relationships of agricultural products marketing channel.③The paper constructed the Structural Equation Modeling of effecting the long-term relationships of vertical coordination in agricultural products marketing channael, and constructed the the evaluting system that analyses the vertical coordination relationships quality of agricultural products marketing channel, which enriched the marketing channel theory of agricultural products.
为了实现研究目的,论文主要从以下几个方面展开研究：
在引言部分首先从农产品市场竞争的现状、农业生产的特点、人们消费方式的变化、农产品质量管理现状及农产品营销渠道的研究现状等方面介绍了本论文的研究背景；然后论文对国内外关于农产品营销渠道纵向协作的研究做了简要的评述；最后对本研究的目的、意义、研究思路、研究方法及论文可能的创新点进行了介绍。
在第二章的基础理论部分,本研究首先对农产品营销渠道和纵向协作等相关概念进行了界定；然后,本研究阐述了研究的相关理论,如对交易成本理论、演化经济学理论、比较制度理论和营销渠道理论进行了梳理。在本研究中,交易成本理论为农产品营销渠道纵向协作关系研究提供了动因,而营销渠道理论是本研究的基础,交易成本理论和营销渠道理论贯穿了全文。同时,本研究利用演化经济学理论和比较制度理论分析了农产品营销渠道纵向协作模式变革的过程,分析了渠道中各主体的演化过程。因此,这些理论为论文实现研究目标提供了重要的帮助。
第三章首先对农村经济体制变革对农产品生产的影响进行了分析,分析了经济体制对生产和流通领域产生的影响。然后本研究根据比较制度理论,运用演化博弈论对农产品营销渠道纵向协作模式的共时演化和历时演化进行了分析。在共时演化分析中首先参照现有的理论,对组织场、信息结构和参与主体的智力结构等概念进行界定,然后对不同状态下的演化路径进行分析。分析结果认为,农产品营销渠道纵向协作模式的多样性是协作模式演化的帕累托最优均衡。同时,本研究将现有的农产品营销渠道纵向协作模式划分为内卷型水平层级制、整合型功能层级制、合同型层级制、中介型和自由交易型等渠道协作模式。在历时演化分析中,本研究主要分析了历时演化机制,然后分析了我国农产品营销渠道的演化过程和特点。
第四章主要从农户的角度分析了农产品营销渠道成员的演化及模式选择。论文首先分析了农产品生产者参与渠道纵向协作的方式,认为从1949年以来,我国农产品生产者首先以合作化和集体化的方式参与了渠道协作。在经济体制的改革过程中,改革开放后在家庭联产承包责任制下逐渐转变为以家庭为单位,单独参与渠道竞争。在市场经济体制下的今天,又逐渐转变成以单独和合作共存的方式参与渠道竞争。本研究认为,生产者以合作方式参与渠道竞争将是未来发展的趋势。最后,本研究在实际调查的基础上,分析了影响农户选择农产品营销渠道的因素。
本研究的第五章基于企业的视角,分析了农产品营销渠道纵向协作成员演化的过程和合作伙伴选择的影响因素。论文在分析企业演化背景的基础上,构造了其协同演化的动力学模型,分析了在竞争合作并存的情况下组织的协同演化过程。文章通过分析认为,组织之间只有通过合作,才能取得最大的收益。同时,在实际调查的基础上,论文分析了农产品营销渠道纵向协作过程中的基本情况,分析了企业选择合作伙伴的影响因素。
第六章主要分析了影响农产品营销渠道纵向协作长期关系的因素。本研究首先分析了农产品营销渠道纵向协作的特点,在Morgan和Hunt (1994)的关键中间变量模型和王桂林和庄贵军(2004)企业间渠道信任的概念模型的基础上,构造了影响农产品营销渠道纵向协作长期关系的结构方程模型。通过实地调查,本研究分析了影响农产品营销渠道纵向协作长期关系的相关因素。
第七章中,本研究在第六章的基础上,根据影响农产品营销渠道纵向协作长期关系的因素,构造了分析农产品营销渠道纵向协作关系质量的评价体系,对我国农产品营销渠道纵向协作关系水平进行了分析。分析认为,我国农产品营销渠道纵向协作关系总体水平不是很高。同时,本研究以渠道上下游关系、企业性质、企业经营规模、行业和生产类型为转换因素,对我国农产品营销渠道纵向协作的关系水平进行了对比分析,为我国农产品营销渠道相关成员建立和维护纵向协作关系提供了一定的理论借鉴。
最后,论文对本研究的主要结论进行了归纳和总结,提出了研究的不足之处,并对未来发展的方向进行了简短的评述。在论文的最后,根据本研究的主要结论,提出了几点政策和建议。
论文可能的创新点有：①研究角度上从农产品营销渠道纵向协作关系入手,和演化经济学、比较制度分析等理论结合,研究角度具有一定的新颖性。②方法上运用演化博弈分析法、系统动力学分析法、结构方程分析法和模糊分析法等多种方法,同时进行了大量的实地调研,为农产品营销渠道纵向协作关系的建立提供了一定的借鉴和指导。③理论上通过构造农产品营销渠道纵向协作关系的影响因素的结构方程模型,并构造了对农产品营销渠道纵向协作关系质量的评价体系,充实了农产品营销渠道理论。
China is a large agricultural country, the number of agricultural products production and consumption is huge. Along with the developing of the agricultural technology, the output of agricultural product increases tremendously, which brought a great challenge to the circulation system of the agricultural market. Science entering the 21st century, China's accession to WTO makes the agricultural marketing competition becoming more intense. It is not already the single corporation's or single organization's competition in agricultural market, which is becoming the whole channel's competition. So the problem of vertical coordination of agricultural marketing channel is becoming to a outstanding problem. The problems, which modes of vertical coordination in agricultural marketing channel are, the members of the channel how to evolve, how to select the coorperation fellows, how to construct and maintain the vertical coordination relationship, which factors affect the long-term relationships of them, how is the ralationships of them, all are the attenting problems in the agricultural marketing channel's competetion. The objective of this paper is for the sake of the problems above.
In order to achieve research purposes, the paper was studied on as follows:
In the chapter of introduction, from the the status quo of agricultural product market competition, the characteristics of agricultural production, the changes of consumption patterns, the status of agricultural products quality management and the status of agricultural marketing channels, etc, the paper introduced the background of this study. Then the brief summarize was displayed about vertical coordination of agricultural products marketing channel at home and abroad. Finally, the paper introduced the purpose, the meaning, the route, the measures of the stydy and the possible innovation.
In the second chapter, the paper first defined the agricultural products marketing channel and vertical coordication, and then, the paper expatiated the basic theories of the study, for example, the transactive cost theory, the evolutionary economic theory, the comparative institutional theory and marketing channel theory. In this study, the transactive cost theory is the reason of the vertical coordication of agricultural product marketing channel, and that marketing channel theory is the base of the study, so both the theories guided to build the whole frame of the full paper. At the same time, the paper using the the evolutionary economic theory and the comparative institutional theory analysed the evolutional process of the mode of the vertical coordication of agricultural product marketing channel, and analysed the evolutional process of the members. These theories provided an important help to achieving the purpose of the study.
In the third chapter, the paper first analysed the effect of the production of agricultural product affected by the change of rural economic systerm. Then according to the comparative institutional theory, the study using the evolutional game approach analysed the simultantly evolutionary and periodic evolutionary of the modes of the marketing channel vertical coordication about agricultural products. In the simultantly evolutionary, the paper first made a boundry to the concepts of the organizational field, the information construction and the intelligenct construction of the main body, and then analysed the the evoluting route of the mode. The result is that the diversity of the mode is the pareto optimal equilibrium. Simultaneity, the paper compartmentalized the vertical coordinational mode of agricultural products marketing channel to interior plane hiearchies, combinated function hiearchies, contract hiearchies, agency hiearchies and market hiearchies, etc. In periodic evolutionary, the paper mostly analysed the mechanism, the process and the characteristic of the evoluting.
In the forth chapter, from the farmers points, the paper analysed the members' evolution and the members seleting the mode in agricultural marketing channel. Firstly, the paper analysed the mode as which the agricultural producer participated in the channel vertical coordination, and considered that agricultural producers took part in the channel coordination as cooperation and collectivization in our country from 1949. In economic insistution's reformation, since reformating and opening agricultural producers gradually changed take part in the channel as single family under the household contract responsibility system, that is to say, they took part in the channel competition by themselves. Now under the market economic system, it is the developing trend that the agricultural producer take part in the channel coordination as collaboration. Finally, on the basis of the actual survey the paper analysed the effects which affect the farmer to select the marketing channel.
In the fifths chapter, from the corporation's point, this syudy analysed the members' evolution and the factors of the members seleting the partners in agricultural marketing channel. At the basic of analysing the background, the paper constructed the dynamic mode of coordinating evoluting, analysing the the corporating evoluting process under competition and collaboration coexistence. From analysing the paper found that only through collaborating, the organizations could gain the maximal income. Simultaneity on the basis of the actual survey the paper analysed the basic states of collaboration, and analysed the factors of the members seleting the partners.
Chapter 6 analysed the factors of effecting on the long-term relationships of vertical coordination in agricultural products marketing channael. The study fist analysed the characteristics of vertical coordination in agricultural products marketing channael, then at the basic of the Morgan and Hunt's (1994) key mediating veriable model and Wang Guilin and Zhuang Guijun's (2004) the concept model of channel trust among enterprises, the study constructed the Structural Equation Modeling of effecting the long-term relationships of vertical coordination in agricultural products marketing channael. Through field survey, the study analysed the effecting factors.
Based on Chapter 6, according to the factors of effecting the vertical coordination relationships of agricultural products marketing channael, chapter 7 constructed the evaluting system that analyses the vertical coordination relationships quality of agricultural products marketing channel, and evaluted the vertical coordination relationships'level. The results think that the total level of the vertical coordination relationships in agricultural products marketing channae isn't high. At the same time, taking upstream and downstream marketing channel, the enterprise property, the managing size, the industry, the producing style as changing factors, the study also compared the level of it, which provide some theoretics use for reference for the agricultural products marketing channel members to set up and maintain the vertical coordination relationships.
In the end, the paper concluded and sum up the main conclusions, and put forward the insufficiencies, and also had a brief commentary for the developing in the future. Finally, according to the studing conclusions, the paper advanced several policies and advices.
The possible innovations are hereinafter:①The studying point of the paper analysed the vertical coordination relationships of agricultural products marketing channel, combiining the evolutional economic theory and the comparative institutional theory, which is a little novelty.②The paper used several methods to analyse, for example, the evolutional game approach, the system dynamics analytical method, Structural Equation Modeling, etc, which provided a little use for reference and direction for studying the vertical coordination relationships of agricultural products marketing channel.③The paper constructed the Structural Equation Modeling of effecting the long-term relationships of vertical coordination in agricultural products marketing channael, and constructed the the evaluting system that analyses the vertical coordination relationships quality of agricultural products marketing channel, which enriched the marketing channel theory of agricultural products.
引文
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