农民专业合作社营销策略探析  

Marketing strategy of farmers′ professional cooperatives

作　　者：邢晓燕[1] 李秀义[2] 

机构地区：[1]福建船政交通职业学院管理工程系,福建福州350007 [2]福建江夏学院公共管理系,福建福州350018

出　　处：《福建农林大学学报（哲学社会科学版）》2011年第5期34-37,共4页Journal of Fujian Agriculture and Forestry University(Philosophy and Social Sciences)

摘　　要：近年来我国农民专业合作社有了较快发展,然而营销成为其发展的短板,在产品、渠道、合作、销售等诸多方面都存在问题。针对这些问题,文章提出农民专业合作社要结合自身的特点与优势来确定营销组合策略,综合运用产品、渠道、促销等途径,提升合作社农产品的营销能力。进而针对农民专业合作社进行营销组合面临的困境,提出了政策扶持建议。Farmers′ professional cooperatives have been developing rapidly in recent years,marketing,however,has become their bottleneck in development.In view of the problems in products,approach,cooperation and sale,it is held that farmers′ professional cooperatives have to confirm their comprehensive strategy for marketing according to themselves′ characteristics and advantages,so as to improve the marketing ability of their agricultural products.Meanwhile the policy support has proposed to solve the difficulties of farmers′ professional cooperatives in comprehensive marketing.

关 键 词：农民专业合作社 品牌化 营销策略 

分 类 号：F306.4[经济管理—产业经济]