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中国农学通报

中国农学通报 ›› 2014, Vol. 30 ›› Issue (20): 112-117.doi: 10.11924/j.issn.1000-6850.2013-2675

所属专题： 现代农业发展与乡村振兴

• 三农研究 • 上一篇    下一篇

农民专业合作社如何有效开展农产品营销——来自全国优秀农民专业合作社的案例启示

张俊 郑鹏   

  • 收稿日期:2013-10-14 修回日期:2013-10-25 出版日期:2014-07-15 发布日期:2014-07-15
  • 基金资助:
    教育部2013年农业标准化实施示范项目“合作社与农产品市场营销”；国家社会科学基金重大项目“我国鲜活农产品价格形成、波动机制与调控政策研究”(12&ZD048)。

Exploration of the Operations on Agricultural Products Marketing of Farmer’s Specialized Cooperative——From Case Revelations of the National Outstanding Farmers’Professional Cooperatives

  • Received:2013-10-14 Revised:2013-10-25 Online:2014-07-15 Published:2014-07-15

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摘要： 为促进中国农民专业合作社在联结“小农户与大市场”的过程中更加有效地开展农产品营销，以3个全国优秀农民专业合作社为例，对其在产前、产中和产后开展农产品营销的行动及其有效性进行分析和比较。总结得出：合作社的营销行动主要体现在产前进行生产规划和产品质量控制，产中开展生产标准化管理和产品安全化控制，产后运用各种营销策略促进销售和树立形象等方面；进而分析农民专业合作社成功开展农产品营销的原因及其深入营销渠道的有效性和阻力，最后给出几点建议。

关键词: 转运蛋白, 转运蛋白

Abstract: In order to promote the farmer’s specialized cooperatives more effectively carry out agricultural products marketing in the process of linking the "small farmers and big market" of in our country. Taking national outstanding farmer’s specialized cooperative as cases, this article analyzes and compares the effectiveness of its operations on agricultural products marketing during its production process. The results showed that the marketing action is mainly embodied in the prenatal for production planning and control product quality, during production of standardized management and safety control, postpartum use of various marketing strategies to promote sales and establish image and so on. Then this paper analyzed the reasons for the successful marketing of agricultural products and the effectiveness and resistance of in-depth marketing channel, and finally given some suggestions.