种子营销渠道管理问题及创新路径分析

Analysis on Management Problems and Innovation Paths of Seed Marketing Channels

种子是农业的基础,与粮食安全、社会稳定、农民收入等息息相关,种子作为商品具有一般的商品性,但也具备关系国家战略的特殊性。随着种子的产业化,中国种子业从单一的计划供应,走向了多元化营销渠道,同时还面临国际种业的挑战和竞争。本研究从问题解决、营销渠道管理创新两个层次入手系统分析了种业企业营销渠道管理问题和创新的路径,以期对产业化背景下种业企业营销渠道管理提供有益的建议。

Seed is the foundation of agriculture and is closely related to food security, social stability, farmers’ income, etc.. Seed, as a commodity, has general merchantability, but also has the particularity related to national strategy. With the industrialization of seeds, China’s seed industry has moved from a single planned supply to a diversified marketing channel, while facing challenges and competition from the international seed industry. This research systematically analyzes the marketing channel management problems and innovation paths of seed industry enterprises from the two levels of problem solving and marketing channel management innovation, with a view to providing beneficial suggestions for the marketing channel management of seed industry enterprises under the background of industrialization.