中 文 摘 要
蔬菜是人类不可缺少的生活资料是人们日常生活的必需品，同时又是特殊的鲜活农产品。蔬菜生产和经营在我国农业和农村经济发展中具有独特的地位和优势。近几年，青州的蔬菜种植业迅猛发展，蔬菜成为了当地的重要经济作物。蔬菜产量大幅度增加，蔬菜销售方式越来越多，然而，青州市蔬菜产业在生产营销中存在的诸多问题，阻碍了青州市蔬菜产业的进一步发展。
青州市作为山东省的农业大市，蔬菜种植业迅猛发展，蔬菜毫无疑问成为了当地的重要经济作物。蔬菜产量大幅度增加，蔬菜种植规模越来越大，成为当地农民增收的重要途径。但是，必须看到，青州蔬菜生产在蓬勃发展的同时，在营销过程中还存在一些问题，例如，蔬菜营销流通渠道的不通畅、营销渠道过于狭窄、科技含量不足、信息资源利用不充分等。加强蔬菜销售渠道的体系建设，不仅是促进农业经济健康有序全面发展，带动农民增收的现实要求，也是完善青州市市场经济体系，保障全市经济协调发展的必然要求。因此，理顺青州市蔬菜营销渠道，有利于促进青州市农业产业结构调整、发展农村产业经济，引导农民共同富裕，提高蔬菜产业在青州市农村经济中的重要地位。同时也有利于推进新型流通业和现代流通方式的健康发展，提高农民消费水平、生产和生活。
本文通过对青州市蔬菜营销渠道的现状及存在问题的分析，依据蔬菜的自身特点和消费者的需求，采用比较法和案例法，对青州市蔬菜营销渠道的优化进行了专题研究，论文在分析青州市当前渠道现状的基础上，借鉴参考国内外先进地区的成功经验和做法，提出了青州市蔬菜营销渠道优化整合后的整体框架，设计了短渠道、宽领域、密集分销的多样性营销渠道，论文还结合当前青州市实际，从生产、物流、技术等方面，提出了具体的可行性操作方案。
关键词：蔬菜；营销渠道；现状问题；优化整合
Abstract
Vegetables are an indispensable means of subsistence of mankind is a necessityof daily life, but it is also a special fresh produce. Vegetable production andmanagement in a unique position and advantage in China's agriculture and ruraleconomic development. In recent years, Qingzhou vegetable farming rapiddevelopment, has become an important local vegetable crops. A substantial increasein vegetable production, vegetable sales more and more, however, many problems inQingzhou, production and marketing of vegetable industry also present, hindering thefurther development of Qingzhou vegetable industry.
Qingzhou City, Shandong Province as an agricultural and strengthen systemconstruction vegetable sales channels, The rapid development of vegetable planting,vegetable no doubt become an important local economic crops. A substantial increasein vegetable production, vegetable cultivation increasing scale, become an importantway for local farmers' income. However, we must realize that while Qingzhouvegetable production booming, there are still some problems in the marketing process,for example, vegetable marketing distribution channels is not smooth, marketingchannels too narrow, inadequate scientific and technological content, and insufficientuse of information resources. Strengthen the system construction vegetable saleschannels, not only to promote the healthy and orderly development of the agriculturaleconomy overall, driven by the practical requirements of farmers' income, but also theperfect Qingzhou market economic system, safeguard the inevitable requirement tocoordinate the city's economic development. Therefore, rationalize marketingchannels vegetables Qingzhou, Qingzhou, agriculture and promoting industrialrestructuring, development of rural industrial economy, guiding farmers to commonprosperity and improve the important position vegetable industry in Qingzhou ruraleconomy. But also conducive to promoting the healthy development of the newcirculation and modern distribution methods, increase farmers' level of consumption,production and life.
In this paper, the status quo of the Qingzhou vegetable marketing channels andanalyze problems, according to its own characteristics and vegetables, consumerdemand, the use of comparative law and case law, the optimization of Qingzhouvegetable marketing channel conducted a special study, the paper analyzes Qingzhoubasis on the status quo of the current channel, learn from the successful experiencesand practices with reference to the advanced regions, the overall framework isproposed to optimize the integration of Qingzhou vegetables after marketing channeldesigned short channels, wide-ranging, intensive distribution of diversity marketingchannels , the paper also Qingzhou with the current reality, in terms of production,logistics, technology, put forward specific feasibility of operation of the program.
Keywords: Vegetables; marketing channels; status quo problem;optimization and integration
目 录
中 文 摘 要 ···························································································I
Abstract································································································II
1 绪 论 ····························································································· 1
1.1 选题背景与研究意义············································································ 1
1.1.1 选题背景 ························································································ 1
1.1.2 研究目的 ························································································ 2
1.1.3 研究意义 ························································································ 2
1.2 国内外相关研究综述············································································ 2
1.2.1 国内研究现状 ·················································································· 2
1.2.2 国外研究现状 ·················································································· 4
1.2.3 对国内外理论研究评价 ······································································ 6
1.3 研究内容和研究方法············································································ 6
1.3.1 研究内容 ························································································ 6
1.3.2 技术路线 ························································································ 7
1.3.3 研究方法 ························································································ 7
1.4 论文创新点与不足··············································································· 8
1.4.1 本文的创新点 ·················································································· 8
1.4.2 本文的不足 ····················································································· 8
2 蔬菜营销渠道及其相关理论 ·································································10
2.1 市场营销及策略 ················································································10
2.1.1 市场营销概念 ·················································································10
2.1.2 市场营销主要策略 ···········································································10
2.2 营销渠道 ·························································································10
2.3 蔬菜营销渠道 ···················································································11
2.3.1 渠道决策的目标 ··············································································11
2.3.2 蔬菜营销的渠道类型 ········································································11
2.4 蔬菜渠道构建的影响因素·····································································13
3 青州市蔬菜营销渠道体系分析 ······························································15
3.1 青州市蔬菜产销现状··········································································15
3.1.1 青州市蔬菜生产概况 ········································································15
3.1.2 青州市蔬菜市场销售状况 ··································································17
3.2 青州市蔬菜营销渠道现状····································································18
3.2.1 基本概况 ·······················································································18
3.2.2 青州市蔬菜营销组织 ········································································19
3.2.3 青州市蔬菜营销渠道的发展趋势 ·························································21
3.3 青州市蔬菜营销渠道现状分析·······························································22
3.3.1 青州市蔬菜营销渠道的龙头：批发市场 ················································22
3.3.2 青州市蔬菜营销渠道的基础：农贸市场 ················································23
3.3.3 青州市蔬菜营销渠道的生力军：超市 ···················································24
3.3.4 青州市蔬菜营销渠道的新成员：直营店 ················································25
3.4 当前青州市蔬菜营销渠道存在的问题分析················································25
3.4.1 渠道流通客体同质性强，缺乏品牌意识 ················································26
3.4.2 渠道主体不成熟，组织化程度低 ·························································27
3.4.3 渠道技术含量和效率相对较低 ····························································27
3.4.4 物流技术落后，配送能力不足 ····························································28
3.4.5 营销理念陈旧，营销模式落后 ····························································29
4 国内外典型蔬菜营销渠道的借鉴 ···························································30
4.1 国外典型蔬菜营销渠道模式··································································30
4.1.1 美国--高效率、低成本的蔬菜营销渠道 ·············································30
4.1.2 日本--多环节、重管理的蔬菜营销渠道 ·············································31
4.2 国内典型蔬菜营销渠道模式··································································33
4.2.1 山东寿光--专业、高效、现代化的蔬菜营销模式·································33
4.2.2 西安阎良--包装+品牌+园区的蔬菜营销模式 ·······································35
4.3 本章小结 ·························································································36
5 青州市蔬菜营销渠道构建 ····································································37
5.1 青州市蔬菜营销渠道整合优化的目标与原则·············································37
5.1.1 渠道优化目标定位 ···········································································37
5.1.2 渠道优化设计的基本原则 ··································································37
5.2 青州市蔬菜营销渠道的优化设计····························································38
5.2.1 青州市蔬菜营销渠道的长度设计 ·························································38
5.2.2. 青州市蔬菜营销渠道的宽度设计 ························································38
5.3 青州市改进型蔬菜营销渠道的运作设想···················································39
5.3.1 总体运作框架 ·················································································39
5.3.2 具体运作机制 ·················································································40
6 实现青州市蔬菜营销渠道优化的具体建议 ···············································42
6.1 培育和创新渠道上游主体·····································································42
6.1.1 培育和创新渠道上游主体的模式 ·························································42
6.1.2 大力发展农业专业合作经济组织 ·························································43
6.1.3 提升龙头企业带动能力 ·····································································43
6.2 优化蔬菜生产布局，实施品牌战略·························································44
6.2.1 优化青州市蔬菜生产的布局 ·······························································44
6.2.2 调整菜区品种结构···········································································44
6.2.3 全力推进品牌蔬菜发展·····································································44
6.3 建立物联网，解决运输“瓶颈”····························································45
6.3.1 完善和升级农产品物的流配套系统 ······················································45
6.3.2 扶持蔬菜运销组织，疏通蔬菜销售渠道 ················································46
6.3.3 提升物流包装水平，进行特色包装 ······················································46
6.3.4 加强信息网络的建设 ········································································47
6.4 努力转变政府职能，服务蔬菜流通 ························································47
7 结论与展望 ······················································································49
7.1 研究结论 ·························································································49
7.2 研究展望 ·························································································49
参考文献······························································································51
致 谢·································································································55
