农产品渠道竞争力评价及实证研究

构建了基于整体渠道观的农产品渠道竞争力评价体系和基于熵权分析的评价模型,并以农业类9家上市公司为例进行了实证研究,结果表明,该评价体系和模型可以较科学地对农产品渠道竞争力进行评价,能为管理者在制定渠道政策时提供量化依据。另外,从整体上看,我国东部、南部省份企业的农产品渠道竞争力较强,而北部、西部和中部省份企业的农产品渠道竞争力较弱,东南省份农产品企业相对中西部来讲,在渠道管理、渠道建设、渠道运作等方面具有较强的比较优势,但各上市公司的渠道竞争力在不同指标上存在较大差别。

Evaluation of Agro-Product Marketing Channel Competitiveness and Empirical Study

This paper constructs an evaluation system of agro-product marketing competition based on whole channel concept and an evaluation model based on the theory of application entropy.Empirical results based on nine listed agricultural companies show that the model can be a more scientific evaluation to agro-product marketing channel competitiveness.Its appraisal results may provide managers quantified basis when marketing channel policy is formulated.In addition,whole in whole,the companies′ agro-product marketing channel competitiveness in eastern and southern China are stronger,whereas the northern,western and central provinces are weaker.The agro-product companies of southeast provinces have a strong comparative advantage in channel management,construction,operation,etc.comparing with central and western agricultural enterprises.But there are large differences in various indicators of marketing channel competitiveness in listed companies.