中小农业企业合作营销伙伴选择指标体系的建立与应用

Establishment and Application on Marketing Partner Selection Index System of Small and Medium-sized Agricultural Enterprises

中小农业企业因自身存在的劣势难以独立应对市场竞争,也难以在短期内强化自身,因此不具备单打独斗的优势。合作营销为中小农业企业营销提供了一种全新的思路。如何选择合作伙伴关系合作的成败。该文从中小农业企业自身特点出发,设计出一套符合中小农业企业的伙伴选择评价指标,然后,运用多层次模糊综合评判法进行实例分析,帮助中小农业企业选择适合自己的营销合作伙伴。

Small and medium-sized agricultural enterprises exist their own disadvantages so that it is difficult for them to deal with competition independently in the market and strengthen themselves in the short time.Therefore,these enterprises don＇t have their own advantages.Co-marketing provides perfectly new marketing ideas for small and medium-sized enterprises.How to choose the cooperative partners determines their success or failure of cooperation.From their own characteristics of the small and medium-sized agricultural enterprises,this article designed a set of the partner selection evaluation index which is suitable for them.And then,this article use multi-layer fuzzy synthetic judgment method dealing with Positive Analysis to help small and medium-sized agricultural enterprises choose their own marketing cooperative partners.