摘要
基于黑龙江省农产品营销模式的主要类型及其存在问题总结,重点从优化品种结构、培育品牌、推进生态农业、推动产业融合、拓展营销渠道等供给侧改革视阈提出农产品营销策略,并创新了既有农产品营销模式,形成农民合作社主导的无二次批发营销模式、直销终端主导的共同配送模式、龙头企业主导的产供销一体化模式、全过程展示性绿色营销模式、电商平台主导的多元化营销模式,并提出平台搭建、市场规范、物流配套、人才孵化的四位一体农产品营销模式运作机制。
The article summarizes the major types and existing problems of the agricultural products marketing modes in Heilongjiang province.Through focusing on optimizing varieties structure, cultivating brand, promoting ecological agriculture, enhancing industrial convergence,expanding marketing channels and other perspectives of the supply front reform, the article proposes new agricultural products marketing strategies and innovates the existing agricultural products marketing models, thus forms a direct wholesale mode lead by farmers cooperatives, a joint distribution mode dominated by direct selling terminal, an integrating mode of production, supply and sale lead by the leading enterprises, a green marketing mode featured with whole-process display, and a diversification marketing dominated by e-business platform. Also, the article also suggests an integrated operation mechanisms composed of platform construction, market regulation, logistics complementation, and talent incubation.
出处
《当代经济管理》
CSSCI
2016年第10期26-31,共6页
Contemporary Economic Management
基金
国家社会科学基金项目<供应链协同嵌入的新型农资经营服务体系构建及运行机制创新研究>(14BJY112)
关键词
农产品
营销模式创新
运作机制
供给侧改革
agricultural products
marketing model innovation
operation mechanism
reform of the supply front
