关键词:农民专业合作社,营销渠道, 慈溪
MARKETING CHANNELS’ CONSTRUCTION
FOR CIXI PROFESSIONAL PEASANT COOPERATIVES
ABSTRACT
Professional peasant cooperatives is a hot topic in the process of agriculture market-oriented, and it also the key strength in the development of modern agriculture. In this paper, the constrcution of marketing channels for Cixi professional peasant cooperatives is the starting point, to describe the problems with contact examples, and find the common problems which impact the development and growth of professional peasant cooperatives and make appropriate recommendations and countermeasures. This article was divided into five chapters, beginning with Introduction and literature review, followed by professional peasant cooperatives from the development of the characteristics of the main types of cooperative organizations, cooperatives and other business performance analysis perspective, Cixi City, the development of farmer cooperatives of professional status, the fourth chapter through the analysis of Cixi professional local farmers cooperatives the specific case of our professional peasant cooperatives to build marketing channels carry out a thorough examination is the final conclusion of this article and suggestions.
Through case studies and theoretical study found following conclusions: Firstly, the marketing channels scholars’ study on marketing channels research focuses on three major areas: Secondly, the structure of channels and the other is the act of channels, and the third is the relationship between the channels; second At present, Cixi professional cooperative organizations of farmers have begun to take shape, according to city Department of Agriculture statistics, as of the end of 2008, Cixi City, the new total number of specialized cooperative organizations of farmers has reached 161, of which 135 farmers cooperatives professionals, members 5562, the base area of 12.5 million links, 9.5 million households contact farmers; Thirdly, through the case studies found that although the existence of Cixi City in good shape individual development, marketing channels open advanced professional cooperative of farmers, but most co-operatives still in the running efficiency is not satisfactory, marketing channels, such as non-performing state of disruption.