品牌链动力视角下的农资流通模式创新

Innovation of agricultural goods circulation mode under the perspective of brand chain force

为构建符合我国实际、经济高效的农资流通模式,在归纳中国农资流通模式发展现状及存在问题的基础上,结合品牌链动力理论及当前农村地区出现的农资品牌链动力购买现象,提出了农资品牌链动力流通模式的构想。即利用品牌链动效应,通过农资生产商的联盟、经销商的科学配置和组合,借助于现代区域配货中心和信息汇总中心,来实现明星品牌带动其他品牌产品销售或各种品牌产品在销售中相互促进的效果,从而降低流通成本、提高流通效益。通过对某品牌油菜种子的品牌链动效应进行实证分析,表明品牌链动力流通模式已在农资市场诞生并逐渐发展壮大,具有良好的经济效益。

In order to meet the requirement of agricultural goods industry development in China,we put forward a new agricultural goods circulation mode,namely brand chain force circulation mode,based on the status and problems of current agricultural goods circulation mode and brand chain force theory. In the proposed circulation mode,suppliers were aligned with each other,and modern regional distribution center and information center were set. It was aimed to drive the sales of ordinary brand products by the lead of famous products or to promote the sales of all products by the mutual effects through scientifically deployment and assembling of products. Besides,the circulation cost could be reduced and the benefit could be improved by this new circulation mode. A case study was carried out by taking a brand rapeseed for example. It was shown that the brand chain force circulation mode has already emerged in the market and has yielded considerable economic benefit.