基于企业生命周期理论的农民专业合作经济组织营销渠道力提升策略  

The Promoting Strategy of Marketing Channel Power of Farmers' Professional Cooperative Economic Organization Based on Enterprise Life Cycle Theory

作　　者：姜海燕[1] 曹刚[1] 宝斯琴塔娜[1] 

机构地区：[1]内蒙古财经大学,内蒙古呼和浩特010051

出　　处：《物流科技》2016年第7期88-91,共4页Logistics Sci-Tech

基　　金：国家自然科学基金项目;项目编号:71163024;内蒙古自治区农产品流通创新团队课题项目;项目编号:NMGIRT1306

摘　　要：农民专业合作经济组织作为企业的一种组织形式,其发展也要经历初创、成长、成熟和衰退等不同生命周期阶段。在企业生命周期的不同阶段,内外部环境的变化必然会作用于农民专业合作经济组织营销渠道资源整合和运用的能力上,致使不同生命周期阶段农合组织营销渠道力表现也不尽相同。了解农民专业合作经济组织在不同生命周期阶段的营销渠道力特征,对其营销渠道力的提升具有重要意义。文章结合"六力模型"分析农民专业合作经济组织不同生命周期阶段的营销渠道力特征,并提出相应的动态提升策略。The development of farmers＇ professional cooperative economic organization will go through different life cycle stages of start-up, growth, maturity and recession as a form of enterprise organization. In the different stages of enterprise life cycle, the change of internal and external environment will inevitably effect the ability of integrating and using marketing channel resources for the farmers＇ professional cooperative economic organization, so that marketing channel power is different in the different stages of life cycle. It is very important to understand characteristics of the marketing channel in different life cycle stages for farmers＇ professional cooperative economic organization, it will promote the promotion of the marketing channel power. This paper analyzes the characteristics of marketing channel power of farmers＇ professional cooperative economic organization in different life cycle stages combining with the＂ six force model＂, and puts forward the corresponding dynamic promotion strategy.

关 键 词：企业生命周期 农民专业合作经济组织 营销渠道力 

分 类 号：F252.2[经济管理—国民经济]