蔬菜营销渠道模式创新研究——以广州为例

Research on the vegetable marketing channel model innovation——Guangzhou as an example

营销渠道模式实质是一个动态的组织体系,由渠道的主体、主体关系和组织结构等要素在一定的制度环境下形成。以广州为例,提出了蔬菜营销渠道模式创新的理论模型,这个模型的动态机理是渠道主体创新带动渠道主体关系创新和渠道结构创新,最后实现整体渠道模式创新。

This paper argues that the substance of marketing channels is a dynamic model of the organizational system, from the main channel, the main relation and the organizational structure, forms in the system environment. Take Guangzhou as an example, point out a model for vegetable marketing channels of the innovative theoretical model. The dynamic mechanism of this model is the main channel innovation drive innovation of the main channel relationship and channel structure, the final achievement of the overall channel model innovation.