农业合作经济组织营销渠道力现状与对策

Power of Marketing Channels of Agriculture Cooperative Economic Organizations

基于伯特.罗森布罗姆的营销渠道受重视理论和弗兰茨和兰文的营销渠道“六力模型”理论,分析我国农业合作经济组织建设营销渠道在获取竞争优势、降低农产品储运成本等方面的重要性,以及营销渠道力薄弱、渠道利润流失的状况。提出应通过加强农业合作经济组织实力、营销渠道建设、市场营销组合要素配合等,提高农业合作经济组织营销渠道力。

Based on the theory of Bert Rosenbloom~ marketing channel recognition and the theory of French and Raven marketing channel ＂ six powers model＂, the paper analyzes the importance of building agriculture cooperative eco- nomic organization marketing channel and the weakness in power of marketing channel in China. Agriculture coopera- tive economic organization~ power in marketing channel can be advanced though strengthening the organization~ actual strength, building marketing channel, cooperating in marketing mix, etc.