基于关系视角的农产品渠道模式选择研究

本文在国内外学者对渠道关系类型研究的基础上,依据一定的变量构建了基于农户——龙头企业——分销商的不同阶段的农产品渠道关系模型和渠道关系选择模式。在农户——龙头企业阶段,依据外部环境的不确定性、农户规模、龙头企业品牌知名度三个变量,渠道关系有四种可选择的模式;在龙头企业——分销商阶段,依据外部环境的不确定性、分销商对下游渠道创造增加值的能力和龙头企业品牌知名度三个变量,渠道关系也有四种可供选择模式,但这些不同的渠道关系模式承诺水平表现出一定的差异。

The Choice of Channel Mode in Agricultural Product: an Analysis Based on Relationship

Factors that influence channel relationship in agricultural product include:commitment,external environment and the leading enterprises and distributors' capability for bargaining.The mode of "leading enterprises-distributor and farmer household-leading enterprises" can be adopted as the distribution channel of agricultural product.And there are also many different types in this mode.Facing with changes in channel environment of agricultural channel,leading enterprises,farmer household and distributors should establish channel relationship with property commitment,and improve level of cooperate and effective output.