农业合作经济组织营销渠道力现状与对策

基于伯特.罗森布罗姆的营销渠道受重视理论和弗兰茨和兰文的营销渠道“六力模型”理论,分析我国农业合作经济组织建设营销渠道在获取竞争优势、降低农产品储运成本等方面的重要性,以及营销渠道力薄弱、渠道利润流失的状况。提出应通过加强农业合作经济组织实力、营销渠道建设、市场营销组合要素配合等,提高农业合作经济组织营销渠道力。

Power of Marketing Channels of Agriculture Cooperative Economic Organizations

Based on the theory of Bert Rosenbloom's marketing channel recognition and the theory of French and Raven's marketing channel "six powers model",the paper analyzes the importance of building agriculture cooperative economic organization marketing channel and the weakness in power of marketing channel in China.Agriculture cooperative economic organization's power in marketing channel can be advanced though strengthening the organization's actual strength,building marketing channel,cooperating in marketing mix,etc.