2016年农产品营销渠道及其管理研究 企业管理设计论文
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硕士学位论文论文题目：农产品营销渠道及其管理研究The Study on Agricultural Products MarketingChannel and the Management作者姓名：许玉芳作者学号：2008140011指导教师：李福学教授论文密级：专业名称：企业管理单位年级：管理学院2008级完成日期：2012年5月渤海大学研究生学院农产品营销渠道及其管理研究中文摘要21世纪以来，随着国内和国际市场经济的不断发展，“三农”（农业、农村、农民）问题成为备受瞩目的热点话题。
我国于2004年至2009年连续六年发布了以“三农”为主题的中央一号文件，强调了“三农”问题在中国社会主义现代化时期“重中之重”的地位。
面对“三农”问题，不同领域的学者从不同的研究角度进行分析。
作者查阅大量相关资料发现，“渠道”在农产品营销中的短板效应越来越明显，制约着整个农产品营销的发展。
因此，本文将以农产品营销渠道为研究对象，并以博弈论为研究方法，对农产品营销渠道及渠道管理中产生的主要问题进行分析。
首先，本文对农产品营销渠道的国内外研究现状进行简单的概述，总结出目前国内外关于农产品营销渠道的研究进程，提出本文的研究角度可以从横向渠道和纵向渠道角度入手。
其次，阐述农产品营销渠道和博弈论的相关理论知识，为下文内容的展开做铺垫。
再次，分析了国外五个典型国家的农产品营销渠道模式，得出渠道未来发展的方向。
并分析了我国农产品营销渠道的现状与主要问题。
然后根据其存在的主要问题，运用博弈论的研究方法进行深入分析。
结论显示：渠道合作能够达到渠道整体利益的最大化。
最后，根据农产品营销渠道和渠道管理所面临的主要问题，提出了建设性措施。
[关键词]农产品；营销渠道；渠道管理；博弈论T HE STUDY ON AGRICULTURAL PRODUCT MARKETING CHANNEL AND THE MANAGEMENTABSTRACTSince the 21st century, with the development of domestic and international economy，“three agricultural”(agriculture, rural areas and farmers) problems have become the most heated topic among the public. From 2004 to 2009, our country has been released six central documents that are about the “three agricultural” problems. These central documents emphasize the important role of “three agricultural” problems in Chi na's socialist modernization period. About the problem of “three agricultural”, different scholars have analyzed them from different aspects. The author of this thesis have collected a large number of relevant materials and have found that channels in short board effect of agricultural product marketing have become more and more obvious ,which restricts the development of the whole agricultural product marketing. Therefore, this thesis will put the agricultural marketing channels as research objects, put the Game Theory as the research method and do a deep study about the agricultural products marketing channels and the main problems of channel management.First, this paper simply overviews the present research situation of the agricultural products marketing channels at home and abroad, and also summarizes the research process about agricultural marketing channels. Besides, this paper put forward the study from the perspective of the transverse and longitudinal channels. Second, this paper describes the related knowledge of the agricultural marketing channel and game theory, which aim to proceed for bedding. Third, the prospects of channel become bright by analyzing the mode of agricultural marketing channel in five typical foreign countries. What’s more, it also analyses current situation and major problems. At the same time, I have done further research about the existing main problem. The conclusion shows that channel cooperation can reach the maximization of the interests of the whole channel. Finally, we put forward some constructive suggestions, according to the main problems that agricultural marketing channels and channel management faced.[KEY WORDS]Agricultural products; Marketing channel; Channel management; Game theory目录1绪论 (1)1.1研究背景与研究意义 (1)1.1.1研究背景 (1)1.1.2研究意义 (1)1.2营销渠道的国内外研究现状 (2)1.2.1国外研究现状 (2)1.2.2国内研究现状 (3)1.2.3 研究综述 (4)1.3研究方法与主要内容 (5)1.3.1研究方法 (5)1.3.2 主要内容 (5)1.4本论文的创新之处 (6)2本文相关基本理论 (7)2.1农产品营销渠道基本理论 (7)2.1.1 相关概念界定 (7)2.1.2农产品营销渠道的结构设计 (8)2.1.3农产品营销渠道的一般模式 (10)2.1.4 农产品营销渠道的成员构成 (11)2.2博弈论基本理论 (12)2.2.1博弈论的概念、要素与类型 (12)2.2.2博弈论在农产品营销渠道的应用 (13)3国内外农产品营销渠道分析 (15)3.1国外典型国家农产品营销渠道分析 (15)3.1.1 不同营销渠道模式的分析 (15)3.1.2不同营销渠道带来的优化趋势与方向 (19)3.2我国农产品营销渠道的现状与问题 (21)3.2.1 我国农产品流通体系的历史变迁与发展 (21)3.2.2 我国农产品营销渠道的基本现状 (22)3.2.3我国农产品营销渠道的主要类型 (24)3.2.4 我国农产品营销渠道存在的主要问题 (25)4 基于博弈论的农产品营销渠道分析 (28)4.1横向渠道成员合作的博弈分析 (28)4.1.1符号设定与基本假设 (28)4.1.2完全信息的Cournot模型分析 (29)4.1.3 不完全信息的Cournot模型分析 (31)4.1.4 结论 (34)4.2纵向渠道成员合作的博弈分析 (35)4.2.1 符号设定与基本假设 (35)4.2.2完全信息的Cournot模型分析 (36)4.2.3 不完全信息的Cournot模型分析 (38)4.2.4 结论 (40)5 我国农产品营销渠道管理的建议与展望 (42)5.1我国农产品营销渠道管理的建议 (42)5.1.1外部层面(政府部门)——建立良好的渠道外部环境 (42)5.1.2 内部层面(渠道成员)——营造和谐的渠道伙伴关系 (43)5.2研究展望 (45)参考文献 (47)致谢 (50)硕士期间发表的学术论文 (51)Contents1Introduction (1)1.1Research background and Significance (1)1.1.1Research background (1)1.1.2Research significance (1)1.2Agricultural product marketing channel research status of foreign and domestic (2)1.2.1Research status of foreign (2)1.2.2Research status of domestic (3)1.2.3 Research review (4)1.3 Research methods and primary contents (5)1.3.1 Research methods (5)1.3.2 Primary contents (5)1.4Innovative points (6)2This article related basic theory (7)2.1Agricultural product marketing channel basic theory (7)2.1.1 Related concept definition (7)2.1.2Structure design of agricultural product marketing channel (8)2.1.3General model of agricultural product marketing channel (10)2.1.4 Members constitute of agricultural product marketing channel (11)2.2The basic theory of game theory (12)2.2.1The concept of game theory, elements and types (12)2.2.2Game theory in agricultural product marketing channels of applications (13)3 Domestic and foreign agricultural product marketing channel analysis (15)3.1Foreign typical country agricultural product marketing channel analysis (15)3.1.1 Different marketing channel mode of practice analysis (15)3.1.2Different marketing channel to optimize the trend and direction (19)3.2China agricultural product marketing channel of the current situation and problems (21)3.2.1 China agricultural circulation system of historical changes and development (21)3.2.2 China agricultural product marketing channel basic present situation (22)3.2.3China agricultural product marketing channel main types (24)3.2.4 China agricultural product marketing channel main problems (25)4 Agricultural product marketing channel analysis based on the game theory (28)4.1Horizontal channel members of cooperation on game analysis (28)4.1.1Symbols and basic assumptions set (28)4.1.2Cournot model analysis of complete information (29)4.1.3 Cournot model analysis of incomplete information (31)4.1.4 Conclusion (34)4.2Longitudinal channel members of cooperation on game analysis (35)4.2.1 Symbols and basic assumptions set (35)4.2.2Cournot model analysis of complete information (36)4.2.3 Cournot model analysis of incomplete information (38)4.2.4 Conclusion (40)5 China agricultural product marketing channel management advice and prospect (42)5.1China agricultural product marketing channel management advice (42)5.1.1External level (government)——establish good channel external environment (42)5.1.2 Internal levels (channel members)——create a harmonious channel partners (43)5.2The prospect of research (45)References (47)Acknowledgments (50)The published academic papers during the semester (51)图表清单[1]图2-1：农产品营销渠道一般模式 (10)[2]图2-2：农产品营销渠道博弈系统图 (14)[3]图2-3：农产品横、纵向渠道博弈图 (15)[4]图3-1：美国农产品营销渠道 (15)[5]图3-2：德国农产品营销渠道 (16)[6]图3-3：日本农产品营销渠道 (18)[7]图3-4：韩国农产品营销渠道 (19)[8]图3-5：农产品收购政策示意图 (21)[9]图3-6：以产品运销为主的营销渠道 (22)[10]图3-7：以多层中间商销售为主的营销渠道 (24)[11]图3-8：以交易型渠道内部关系为主的营销渠道 (25)[12]图3-9：以合作联盟渠道关系为主的营销渠道 (25)[13]表4-1：横向渠道成员博弈利润表 (34)[14]表4-2：纵向渠道成员博弈利润表 (40)1 绪论1.1 研究背景与研究意义1.1.1 研究背景上个世纪60年代，美国营销学学者杰罗姆·麦卡锡教授提出了营销组合的策略，即著名的“4P”策略组合：产品策略(product)、价格策略(price)、渠道策略(place)、促销策略(promotion)，而后营销大师菲利普·科特勒也进一步确认了“4P”组合在营销策略的核心地位。
