“共生型”营销渠道垂直协作关系研究——基于甘肃等3个省(自治区)732家牛羊肉零售商的调查

Research on vertical cooperative relationship of “symbiotic” marketing channels:Based on a survey of 732 beef and mutton retailers in three provinces and autonomous regions such as Gansu

为了正确识别牛羊肉零售商与供应商的营销渠道垂直协作关系及其影响因素,笔者尝试设计了共享共赢的'共生型'牛羊肉产销一体化物流营销新模式和营销策略。笔者以甘肃省、宁夏回族自治区和青海省的732家牛羊肉零售商数据为例,采用三元Logistic模型实证分析了牛羊肉零售商对供应商垂直协作关系的选择行为及其影响因素。结果表明:目前牛羊肉零售商和供应商尚未形成紧密的利益联结机制,零售商的供应链整合能力较弱,将交易成本内化的能力十分有限。在制订营销策略时,对于牛羊肉零售商(超市、专卖店)而言,要多听取消费者的意见和建议。

In order to correctly identify the vertical cooperative relationship between beef and mutton retailers and suppliers and its influencing factors,the author attempts to design a win-win'symbiotic'integrated logistics marketing model and marketing strategy for beef and mutton production and marketing.Taking the data of 732 beef and mutton retailers in Gansu,Ningxia and Qinghai as an example,the author uses trigram logistic model to analyze the selection behavior of beef and mutton retailers’vertical cooperation relationship and its influencing factors.The results showed that at present,the close interest linking mechanism between beef and mutton retailers and suppliers has not yet been formed.The retailers’supply chain integration ability is weak,and the ability to internalize transaction costs is very weak.When making marketing strategies,consumers should be consulted by beef and mutton retailers(supermarkets,specialty stores).