寡头下玉米种子销售返利模式与企业营销绩效的关联研究

Relations between Rebate Policy and Marketing Performance in Oligopolistic Corn Seed Industry

基于文献研究与实地访谈,归纳了玉米种子市场企业营销绩效的主要影响因素,推导出寡头结构下返利模式对绩效起正向作用的研究假设,探讨了返利模式与营销绩效的内涵。实证部分以秋乐种业郑单958为例,从东北三省、西北等六区域收集了2006-2008年共422组有效数据进行统计分析,检验了除退货政策与品牌建设外,寡头下玉米种子销售返利与营销绩效具正向之关联性等结论。

Based on the literature review and on-site interviews, the paper generalized the main factors affecting the enterprise marketing performance in corn seed industry. The hypothesis was deduced that rebate policy has a positive role in improving the marketing performance of oligopolistic competition, and the structure of rebate model and marketing performance was discussed. With the empirical study on Zhengdan 958 of Qiule Company, the author collected 422 data from six areas of northeast China and northwest China during 2006- 2008. The statistical analysis showed that the corn seed market is monopolized and the role of rebate policy for marketing performance is positive （except the relationship between Return Policy and Brand-building）.