农产品营销渠道及其管理研究 企业管理硕士优秀论文.doc

硕 士 学 位 论 文 论文题目：农产品营销渠道及其管理研究 The Study on Agricultural Products Marketing Channel and the Management 作者姓名：许玉芳 作者学号：2008140011 指导教师：李福学 教授 论文密级： 专业名称：企业管理 单位年级：管理学院2008级 完成日期：2012年5月 渤海大学研究生学院农产品营销渠道及其管理研究 中 文 摘 要 21世纪以来，随着国内和国际市场经济的不断发展，“三农”（农业、农村、农民）2004年至2009年连续六年发布以“三农”为主题的中央一号文件，强调了“三农”问题在中国社会主义现代化时期“重中之重”的地位。THE STUDY ON AGRICULTURAL PRODUCT MARKETING CHANNEL AND THE MANAGEMENT ABSTRACT Since the 21st century, with the development of domestic and international economy，“three agricultural” (agriculture, rural areas and farmers) problems have become the most heated topic among the public. From 2004 to 2009, our country has been released six central documents that are about the “three agricultural” problems. These central documents emphasize the important role of “three agricultural” problems in Chinas socialist modernization period. About the problem of “three agricultural”, different scholars have analyzed them from different aspects. The author of this thesis have collected a large number of relevant materials and have found that channels in short board effect of agricultural product marketing have become more and more obvious ,which restricts the development of the whole agricultural product marketing. Therefore, this thesis will put the agricultural marketing channels as research objects, put the Game Theory as the research method and do a deep study about the agricultural products marketing channels and the main problems of channel management. First, this paper simply overviews the present research situation of the agricultural products marketing channels at home and abroad, and also summarizes the research process about agricultural marketing channels. Besides, this paper put forward the study from the perspective of the transverse and longitudinal channels. Second, this paper describes the related knowledge of the agricultural marketing channel and game theory, which aim to proceed for bedding. Third, the prospects of channel become bright by analyzi