农业企业技术创新的市场与营销风险的实证分析

我们以广东省农业企业的数据,实证分析了市场风险和营销风险及各子风险在技术创新的四个阶段的影响。结果表明,市场风险和营销风险在技术创新的整个过程中都起着重要的作用,在市场阶段的影响尤为突出。在市场风险中,最大的威胁来自于潜在市场容量和农户(消费者)对新产品的接受;在营销风险中,主要来自于新产品质量性能和企业营销能力。因此,我国农业企业在实践中应加强对二者的重视,各部门应紧密配合,抓住重点部分来进行风险防范。

An Empirical Analysis of Market and Marketing Risks of Agribusinesses' Technological Innovation

On the basis of agribusinesses’ data in Guangdong province,this paper empirically analyzes effects of market risks and marketing risks on the technological innovation at its four stages.The results show that market and marketing risks are playing an important role in the whole process of technological innovation,especially at the market stage.Among the market risks,the biggest threat comes from the capacity of the potential market and the acceptance of new products by farmer consumer.Among the marketing risks,the biggest threat comes from the quality and function of new products and the marketing abilities of enterprises.Therefore,China’s agribusinesses should pay special attention to both of them in their practice.Each department should work together and focus on key points to prevent risks.