MBA教育中心知识库

摘  要

随着乡村振兴战略的全面实施推进，集体经济股份经济合作社对推动乡村振兴战略的稳步实施起到关键支撑作用。但受传统营销理念、模式的种种局限，鄂托克旗50余家股份经济合作社的畜产品“卖难”和“买难”的经济现象仍存在，构建科学合理的畜产品营销渠道是解决问题的关键所在。

本文以乌兰吉林村股份经济合作社为例，运用营销渠道理论及问卷调查、访谈分析等研究方法对合作社畜产品营销渠道现状及环境进行分析，营销渠道组织、结构、关系及物流策略等4方面总结出合作社畜产品在存在的问题并据此提出改进建议，一是针合作社成员营销知识匮乏、营销团队组织架构不合理、信息收集传播能力受限等问题，建议合作社发挥营销功能和职责、拓宽信息获取途径、建立渠道信息共享机制；二是针对合作社营销渠道宽度不够、营销渠道模式单一、线上营销渠道未开拓等问题，建议合作社搭建“合作社+社区”“合作社+超市”“合作社+龙头企业”的直营渠道及“合作社+网络”的线上营销渠道；三是针对经销商忠诚度不高、合作社社员与经销商之间关系管理不足等问题，建议合作社通过借助“一刻钟便民生活圈”创建活动、政府中间力量的协调与帮助、数字乡村发展战略等促进达成长期战略合作关系，进一步优化合作社与社区、超市、龙头企业、电商平台的渠道关系；四是针对畜产品物流基础设施与配送体系不完善、畜产品标准化水平低，建议合作社合理选择生鲜物流公司、持续优化畜产品深加工产业。希望通过上述研究能够为乌兰吉林村股份经济合作社及周边地区合作社的畜产品营销渠道策略优化提供参考。

Abstract

With the comprehensive implementation and promotion of the rural revitalization strategy, collective economic shareholding cooperatives play a key supporting in promoting the steady implementation of the rural revitalization strategy. However, due to the limitations of traditional marketing concepts and models, the economic phenomena of "difficulty in" and "difficulty in buying" livestock products still exist in more than 50 shareholding cooperatives in Etuoke county. Building a scientific and reasonable product marketing channel is the key to solving the problem. This paper takes the Wulanjilin Village Shareholding Economic Cooperative as an example, using marketing channel theory and methods such as questionnaire surveys and interview analysis to analyze the organization, structure, relationship, and supporting measures of the cooperative's livestock product marketing channels. It summarizes the existing in the four aspects of the cooperative's livestock products in the marketing channel organization, structure, relationship, and channel supporting measures, and accordingly proposes optimization suggestions.

Main research results are as follows: Firstly, in response to the lack of marketing knowledge among cooperative members, the unreasonable structure of the marketing team, the limited ability to collect and disseminate information, it is suggested that the cooperative play its marketing functions and responsibilities, broaden the ways to obtain information, and establish shared information mechanism for the channels. Secondly, in response to the insufficient width of the marketing channels, the singularity of the marketing channel model, and lack of online marketing channels, it is suggested that the cooperative build direct sales channels such as "cooperative community", "cooperative supermarket", "co leading enterprises", and online marketing channels such as "cooperative network". Thirdly, in response to the low loyalty of dealers and the lack of management between cooperative members and dealers, it is suggested that the cooperative promote long-term strategic cooperation relationships by leveraging the "15-minute convenient life circle" initiative, coordination and assistance of government intermediaries, and the digital rural development strategy, and further optimize the channel relationships between the cooperative and communities, supermarkets, leading enterprises, e-commerce platforms. Fourthly, in response to the lack of logistics infrastructure and delivery system for livestock products, and the low level of standardization of livestock, it is suggested that the cooperative choose a fresh produce logistics company reasonably and continuously optimize the livestock product deep processing industry. It is hoped that the above research can a reference for the optimization of the livestock product marketing channel strategy of the Wulanjilin Village Shareholding Economic Cooperative and surrounding area cooperatives.