摘要
“一般性广告”作为一种常见的纵向合作营销形式,在国内得到的研究关注较少。在农产品营销领域,一般性广告对农产品专业化生产可以起到重要的推动作用。论文针对一般性广告捐助中普遍的“搭便车”现象,进行理论分析,指出农户会面临一个“公共品困境”,这种困境实际上是农村合作组织面临的共同难题,最后从组织角度给出相关的政策建议。
As a normal form of the horizontal co-marketing, generic advertising at present is not comprehensively researched. In the farm produce marketing, generic advertising can promote effective specialized o, production of farm products. On the prevalent phenomenon of free-riding, by the theoretical analysis, the paper points out a design dilemma which is confronted with farmers： public good dilemma. The dilemma is a common problem which is faced by all forms of rural cooperation organizations. At last the paper presents some related policy advices.
出处
《中国农学通报》
CSCD
2007年第6期674-677,共4页
Chinese Agricultural Science Bulletin
关键词
合作营销
一般性广告
公共品困境
Co-marketing, Generic advertising, Public good dilemma
