农民专业合作社如何有效开展农产品营销——来自全国优秀农民专业合作社的案例启示

Exploration of the Operations on Agricultural Products Marketing of Farmer's Specialized Cooperative——From Case Revelations of the National Outstanding Farmers' Professional Cooperatives

为促进中国农民专业合作社在联结"小农户与大市场"的过程中更加有效地开展农产品营销,以3个全国优秀农民专业合作社为例,对其在产前、产中和产后开展农产品营销的行动及其有效性进行分析和比较。总结得出:合作社的营销行动主要体现在产前进行生产规划和产品质量控制,产中开展生产标准化管理和产品安全化控制,产后运用各种营销策略促进销售和树立形象等方面;进而分析农民专业合作社成功开展农产品营销的原因及其深入营销渠道的有效性和阻力,最后给出几点建议。

In order to promote the farmer＇ s specialized cooperatives products marketing in the process of linking the ＂small farmers national outstanding farmer＇ s specialized cooperative as cases, more effectively carrying out agricultural and big market＂ in our country. Taking this article analyzed and compared the effectiveness of their operations on agricultural products marketing during their production processes. The results showed that the marketing action is mainly embodied in the prenatal for production planning and quality controlling, during production for standardized management and safety controlling, postpartum use of various marketing strategies to promote sales and establish image and so on. Then this paper analyzed the reasons for the successful marketing of agricultural products and the effectiveness and resistance of in-depth marketing channel, and finally given some suggestions.