农村合作经济组织主导的农产品错位营销  

Agricultural Products' Dislocation Marketing in Agricultural Cooperation Economic Organization

作　　者：李光明[1] 

机构地区：[1]新疆石河子大学商学院,新疆石河子831300

出　　处：《安徽农业科学》2009年第21期10162-10164,共3页Journal of Anhui Agricultural Sciences

摘　　要：错位营销是与趋同竞争相对立的策略,其特点主要是在差别中寻求发展,因此对农村合作经济组织主导的农产品营销有极其重要的现实作用。笔者以新疆玛纳斯县为例,以农村合作经济组织为主的农产品营销体系迅速发展,主要表现在:①依托特色产业和优势产业组建农业产业协会;②依托龙头企业和专业大户组建专业经济联合体;③依托科研院所和大专院校组建专业技术研究会;④依托基层供销和商业部门组建专业合作社。利用农产品错位营销能够提升农村合作经济组织的凝聚力,因此在具体的策略实施中应当注意:一是精准目标市场定位;二是力推无公害农产品;三是建立完善利益联结机制;四是提升信息化服务水平。Dislocation marketing was strategy which opposed to convergence competition, and its character was looking for development in difference, so it played an important realistic role in agricultural products＇ marketing which dominated by rural cooperative economic organization. Take an example of Manasi County in Xinjiang, the agricultural products＇ marketing system by rural cooperative economic organization had developed rapidly, there were agricultural industrial association which relied on characteristics and superiority industries, professional economic association which relied on leading enterprise, professional technical research association which relied on scientific research institutions, colleges and universities, professional cooperative organization which relied on marketing and commercial departments. Agricultural products dislocation marketing could promote the cooperative organizations＇ cohesion, and it was necessary to pay more attention to implement strategy. To begin with, it was accurate target market location. Secondly, it was strengthening harmless agricultural products. In addition, it must improve interest connection mechanism, and finally, it should promote information service.

关 键 词：农村合作经济组织 错位营销 农产品 

分 类 号：F325[经济管理—产业经济]