摘要
错位营销是与趋同竞争相对立的策略,对于引导企业树立自我品牌和自我特色风格、创造商机、让消费者从三维空间得到无限的拓宽和延展有着极其重要的意义,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着极其重要的现实作用。以中国新疆玛纳斯县为例,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件农业产业协会;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。但是在以农村合作经济组织为主导的农产品营销中仍然存在一些问题,主要是农村合作经济组织过于分散,农村合作经济组织之间缺少一体化联动机制,现行的营销手段利用也不充分等,因此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。在当前金融危机的冲击下,为了更好地推动农业"走出去"的战略,在具体的农产品错位营销在策略实施中,应注意四个方面:一是深入市场调研,精准目标市场定位;二是提倡绿色环保,力推无公害农产品;三是建立完善利益联结机制,促进农业产业化发展;四是开发农产品营销网络平台,提升信息化服务水平。
Differential marketing is a strategy opposed to competitive convergence mainly characterized by seeking development in differences. Therefore, marketing of agricultural products dominated by rural cooperative economic organizations has an important practical role. Taking Manas County in Xinjiang Province as an example, agricultural marketing system dominated by rural cooperative economic organizations develops rapidly, mainly reflected in ① constructing agriculture industry association based on characteristic industry and superior industry ② establishing professional economic association, ③ setting up professional technique research association based on scientific research institutes and institutions of higher educations, ④ forming professional cooperatives based on grass-roots supply and marketing departments. However, most of there are still some problems, and differential marketing of agricultural products can improve the cohesion of rural cooperative economic organizations. Four aspects should be paid attention to during the concrete strategy application of differential marketing of agricultural products, which are precisely making target market positioning, promoting pollution-free agricultural products, perfecting benefit affiliating mechanism, and improving information service level.
关键词
农村合作经济组织
错位营销
农产品
Rural cooperative economic organization
Differential marketing
Agricultural product
China
