慈溪市农民专业合社营销渠道的构建.doc

慈溪市农民专业合作社营销渠道的构建 内 容 摘 要 农民专业合作社是农业市场化进程中的热门话题，也是发展现代农业、建设社会主义新农村的重要力量。本文以慈溪市农民专业合作社的营销渠道为出发点，联系实例说明问题，从中找出影响农民专业合作社发展壮大的共性问题，并提出相应的建议与对策。本文共分为五章，首先是导论和文献综述，其次从农民专业合作社的发展动因、特点、合作组织的主要类型、合作社经营效绩等视角来分析慈溪市农民专业合作社的发展现状，第四章通过分析慈溪本地的农民专业合作社的具体案例对我国农民专业合作社营销渠道的构建进行深入探讨，最后是本文的结论和对策建议。 本文通过案例分析和理论研究发现以下结果：第一，目前各方营销学者对营销渠道研究主要集中在三大领域：一是渠道的结构、二是渠道的行为，三是渠道的关系；第二，目前慈溪市农民专业合作组织已初具规模，据市农业部门统计，截止到2008年底，慈溪市新型农民专业合作组织总数已达到161家，其中农民专业合作社135家，社员5562个，联结基地面积12.5万亩，联系农户9.5万余户；第三，通过案例分析发现慈溪市虽然存在个别发展态势良好、营销渠道通畅的先进农民专业合作社，但大多数合作社还处于运行效益不理想、营销渠道受阻等不良状态之中。 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