本文闡述了循環(huan)架構(gou)下農(nong)(nong)(nong)業(ye)營(ying)(ying)銷(xiao)聯(lian)盟(meng)(meng)的內(nei)涵(han)及其運(yun)(yun)作(zuo)(zuo)(zuo)價值;從運(yun)(yun)作(zuo)(zuo)(zuo)理念、運(yun)(yun)作(zuo)(zuo)(zuo)模式和品(pin)牌凝聚力內(nei)聚力戰略(lve)等角度來(lai)解析支(zhi)持循環(huan)農(nong)(nong)(nong)業(ye)的農(nong)(nong)(nong)業(ye)營(ying)(ying)銷(xiao)聯(lian)盟(meng)(meng)的若干問(wen)題;提出定位農(nong)(nong)(nong)業(ye)營(ying)(ying)銷(xiao)聯(lian)盟(meng)(meng)的運(yun)(yun)作(zuo)(zuo)(zuo)理念, 明確其運(yun)(yun)作(zuo)(zuo)(zuo)內(nei)容和建構(gou)支(zhi)持循環(huan)農(nong)(nong)(nong)業(ye)的農(nong)(nong)(nong)業(ye)營(ying)(ying)銷(xiao)聯(lian)盟(meng)(meng)品(pin)牌戰略(lve), 以(yi)此來(lai)保障農(nong)(nong)(nong)業(ye)營(ying)(ying)銷(xiao)聯(lian)盟(meng)(meng)的可持續發(fa)展。

支持循環農(nong)業(ye)的農(nong)業(ye)營銷(xiao)聯盟的問題剖析

(一) 農(nong)業營銷聯盟運作理念(nian)問題

其一(yi), 農(nong)業(ye)營(ying)銷(xiao)聯(lian)(lian)盟的(de)(de)(de)競合(he)性(xing)(xing)問題。農(nong)業(ye)營(ying)銷(xiao)聯(lian)(lian)盟成(cheng)員企業(ye)之(zhi)(zhi)(zhi)間(jian)并無明確的(de)(de)(de)產權(quan)關(guan)聯(lian)(lian)性(xing)(xing), 各個成(cheng)員單位(wei)之(zhi)(zhi)(zhi)間(jian)具有(you)相對獨立的(de)(de)(de)利(li)(li)益訴求和決策權(quan)力, 聯(lian)(lian)盟成(cheng)員企業(ye)之(zhi)(zhi)(zhi)間(jian)若(ruo)無法有(you)效(xiao)擴張其聯(lian)(lian)盟利(li)(li)益交集, 該聯(lian)(lian)盟的(de)(de)(de)內(nei)部成(cheng)員之(zhi)(zhi)(zhi)間(jian)將(jiang)充斥更多(duo)的(de)(de)(de)競爭(zheng)性(xing)(xing)要素。而競爭(zheng)性(xing)(xing)所(suo)具有(you)的(de)(de)(de)排他性(xing)(xing)、無序性(xing)(xing)風(feng)險(xian)將(jiang)為農(nong)業(ye)營(ying)銷(xiao)聯(lian)(lian)盟的(de)(de)(de)內(nei)部爭(zheng)斗埋下伏筆, 并增加聯(lian)(lian)盟破滅(mie)風(feng)險(xian)。

其二, 農業(ye)(ye)營(ying)(ying)銷聯(lian)盟(meng)(meng)(meng)(meng)(meng)的(de)(de)(de)(de)資(zi)源整合問題。與傳統的(de)(de)(de)(de)單個農產(chan)品營(ying)(ying)銷組織的(de)(de)(de)(de)獨立(li)營(ying)(ying)銷行(xing)為相比較(jiao), 農業(ye)(ye)營(ying)(ying)銷聯(lian)盟(meng)(meng)(meng)(meng)(meng)的(de)(de)(de)(de)優勢在于(yu)利用聯(lian)盟(meng)(meng)(meng)(meng)(meng)內部的(de)(de)(de)(de)協商(shang)機制來合理調配聯(lian)盟(meng)(meng)(meng)(meng)(meng)成員的(de)(de)(de)(de)核心資(zi)源, 形成的(de)(de)(de)(de)農業(ye)(ye)營(ying)(ying)銷聯(lian)盟(meng)(meng)(meng)(meng)(meng)成員資(zi)源整合優勢將顯著提升(sheng)農業(ye)(ye)營(ying)(ying)銷聯(lian)盟(meng)(meng)(meng)(meng)(meng)的(de)(de)(de)(de)整體資(zi)源利用效(xiao)(xiao)(xiao)率。由(you)于(yu)農業(ye)(ye)營(ying)(ying)銷聯(lian)盟(meng)(meng)(meng)(meng)(meng)成員內部的(de)(de)(de)(de)信息(xi)化(hua)資(zi)源整合力(li)度不足(zu), 導致聯(lian)盟(meng)(meng)(meng)(meng)(meng)成員企業(ye)(ye)間缺(que)乏有效(xiao)(xiao)(xiao)的(de)(de)(de)(de)溝(gou)通交流, 信息(xi)交流的(de)(de)(de)(de)低時效(xiao)(xiao)(xiao)性不能滿足(zu)聯(lian)盟(meng)(meng)(meng)(meng)(meng)成員企業(ye)(ye)應對高強度的(de)(de)(de)(de)農產(chan)品營(ying)(ying)銷市場競爭需求。

(二) 農(nong)業營(ying)銷聯盟運(yun)作(zuo)模式(shi)問題

其一, 農(nong)(nong)業(ye)(ye)(ye)(ye)(ye)營銷(xiao)聯(lian)(lian)(lian)盟(meng)成員(yuan)(yuan)企業(ye)(ye)(ye)(ye)(ye)間的利(li)益契合(he)度(du)不足(zu)。導(dao)致這一問題(ti)的根源(yuan)在于當前支持循(xun)(xun)環經濟的農(nong)(nong)業(ye)(ye)(ye)(ye)(ye)營銷(xiao)聯(lian)(lian)(lian)盟(meng)成員(yuan)(yuan)企業(ye)(ye)(ye)(ye)(ye)間存在自利(li)意(yi)識, 基于循(xun)(xun)環農(nong)(nong)業(ye)(ye)(ye)(ye)(ye)產業(ye)(ye)(ye)(ye)(ye)鏈所(suo)構建的農(nong)(nong)業(ye)(ye)(ye)(ye)(ye)營銷(xiao)聯(lian)(lian)(lian)盟(meng)內部各環節(jie)上的利(li)益相關方之(zhi)間的利(li)益協調力(li)度(du)不足(zu), 由此限制(zhi)了各利(li)益主體分(fen)享本(ben)組(zu)織(zhi)核心資源(yuan)的意(yi)愿。為此, 農(nong)(nong)業(ye)(ye)(ye)(ye)(ye)營銷(xiao)聯(lian)(lian)(lian)盟(meng)各成員(yuan)(yuan)單位為追求本(ben)業(ye)(ye)(ye)(ye)(ye)務環節(jie)的利(li)潤最優(you)化目標而采取獨立行(xing)動(dong), 這種行(xing)動(dong)勢必損害農(nong)(nong)業(ye)(ye)(ye)(ye)(ye)營銷(xiao)聯(lian)(lian)(lian)盟(meng)整體利(li)益。

其二, 規(gui)模(mo)(mo)化運作(zuo)能力不足, 降低聯盟(meng)獲(huo)(huo)取規(gui)模(mo)(mo)效益的(de)(de)(de)(de)(de)(de)能力。雖(sui)然各地農產品(pin)主產區大(da)力推(tui)廣諸如農產品(pin)專業合作(zuo)社(she)、新(xin)型供(gong)銷社(she)等農產品(pin)種養(yang)和營銷組織創(chuang)新(xin), 但由于(yu)現有的(de)(de)(de)(de)(de)(de)組織創(chuang)新(xin)的(de)(de)(de)(de)(de)(de)運作(zuo)者層級較低且視野(ye)較窄, 嚴重妨礙農業循環(huan)經(jing)濟的(de)(de)(de)(de)(de)(de)規(gui)模(mo)(mo)擴(kuo)張。不同(tong)于(yu)傳(chuan)統的(de)(de)(de)(de)(de)(de)小(xiao)農作(zuo)業情形下的(de)(de)(de)(de)(de)(de)利益獲(huo)(huo)取模(mo)(mo)式, 農業循環(huan)經(jing)濟的(de)(de)(de)(de)(de)(de)利益獲(huo)(huo)取模(mo)(mo)式與農業循環(huan)經(jing)濟系(xi)(xi)統的(de)(de)(de)(de)(de)(de)循環(huan)規(gui)模(mo)(mo)呈(cheng)現正相(xiang)關(guan)關(guan)系(xi)(xi)。若農業循環(huan)經(jing)濟的(de)(de)(de)(de)(de)(de)內部資源(yuan)規(gui)模(mo)(mo)較小(xiao), 將導致(zhi)農業循環(huan)經(jing)濟活動被局(ju)限在較小(xiao)的(de)(de)(de)(de)(de)(de)空(kong)間內實(shi)(shi)施, 限定了農業營銷聯盟(meng)選用(yong)資源(yuan)綜合利用(yong)模(mo)(mo)式的(de)(de)(de)(de)(de)(de)選擇(ze)空(kong)間, 難(nan)以形成(cheng)規(gui)模(mo)(mo)化運作(zuo)優勢(shi), 更不利于(yu)多(duo)元(yuan)化營銷手段的(de)(de)(de)(de)(de)(de)運用(yong)和促銷策略的(de)(de)(de)(de)(de)(de)實(shi)(shi)施。

(三) 農業營(ying)銷聯盟品牌(pai)戰略(lve)問題

農(nong)(nong)業營銷(xiao)(xiao)聯(lian)(lian)盟(meng)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)整(zheng)(zheng)合(he)問(wen)題(ti)。現有的(de)(de)農(nong)(nong)業營銷(xiao)(xiao)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)運作(zuo)問(wen)題(ti)在(zai)于(yu)“有品(pin)(pin)(pin)(pin)無牌(pai)(pai)(pai)(pai)”問(wen)題(ti)。從調查(cha)來看, 各農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)營銷(xiao)(xiao)者(zhe)(zhe)更多的(de)(de)重(zhong)視對(dui)(dui)農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)的(de)(de)品(pin)(pin)(pin)(pin)質和外觀宣傳(chuan), 忽視根據不同地域(yu)、不同品(pin)(pin)(pin)(pin)類農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)來打造特色化農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai), 由此產(chan)(chan)生的(de)(de)有品(pin)(pin)(pin)(pin)無牌(pai)(pai)(pai)(pai)問(wen)題(ti)嚴重(zhong)影響了消(xiao)費者(zhe)(zhe)對(dui)(dui)于(yu)優(you)良農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)的(de)(de)認知(zhi)度(du)(du), 難以(yi)促(cu)使消(xiao)費者(zhe)(zhe)培育(yu)出更具持續(xu)力的(de)(de)消(xiao)費行為(wei)習慣。部分農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)營銷(xiao)(xiao)者(zhe)(zhe)雖然有品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)意識(shi), 卻(que)更為(wei)偏重(zhong)于(yu)設計多種(zhong)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)。這種(zhong)多品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)營銷(xiao)(xiao)思路(lu)更多的(de)(de)適合(he)大規模跨(kua)國企業而不適合(he)于(yu)缺乏知(zhi)名(ming)度(du)(du)的(de)(de)中小(xiao)型農(nong)(nong)業營銷(xiao)(xiao)企業。這種(zhong)聯(lian)(lian)盟(meng)內的(de)(de)自營品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)問(wen)題(ti)導致聯(lian)(lian)盟(meng)內部多品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)矗立(li), 缺乏對(dui)(dui)外部其他競(jing)爭者(zhe)(zhe)的(de)(de)聯(lian)(lian)合(he)競(jing)爭力, 降(jiang)低(di)(di)消(xiao)費者(zhe)(zhe)對(dui)(dui)本(ben)聯(lian)(lian)盟(meng)的(de)(de)農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)認知(zhi)度(du)(du)。再者(zhe)(zhe), 循環架構(gou)下(xia)的(de)(de)農(nong)(nong)產(chan)(chan)品(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)建設需要強調內部一致性、資源整(zheng)(zheng)合(he)性, 無品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)或(huo)多品(pin)(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)策(ce)略與循環農(nong)(nong)業的(de)(de)資源整(zheng)(zheng)合(he)理念相悖離, 降(jiang)低(di)(di)聯(lian)(lian)盟(meng)運作(zuo)效能。

循環架構下的農業(ye)營銷(xiao)聯盟發展模式(shi)設計

(一(yi)) 定位農業營銷聯盟的(de)運(yun)作理念

其(qi)一, 突出競合性(xing)理念來建設農(nong)(nong)業(ye)營銷(xiao)聯(lian)(lian)盟(meng)(meng)(meng)(meng)建設。農(nong)(nong)業(ye)營銷(xiao)聯(lian)(lian)盟(meng)(meng)(meng)(meng)系指多間(jian)農(nong)(nong)業(ye)營銷(xiao)企業(ye)通(tong)過整合其(qi)在營銷(xiao)產品(pin)與營銷(xiao)服務領域資源(yuan)的(de)方式來形(xing)成利益共(gong)(gong)同(tong)體, 以此(ci)達到基(ji)于(yu)分工協作的(de)優(you)勢(shi)互補(bu)、共(gong)(gong)同(tong)承擔風險的(de)協同(tong)發展模(mo)式。在聯(lian)(lian)盟(meng)(meng)(meng)(meng)內部, 農(nong)(nong)業(ye)營銷(xiao)聯(lian)(lian)盟(meng)(meng)(meng)(meng)成員(yuan)(yuan)企業(ye)之間(jian)缺乏嚴(yan)整的(de)產權聯(lian)(lian)結(jie)性(xing), 聯(lian)(lian)盟(meng)(meng)(meng)(meng)依靠成員(yuan)(yuan)企業(ye)之間(jian)的(de)共(gong)(gong)同(tong)利益紐帶來形(xing)成內聚力, 以此(ci)驅動聯(lian)(lian)盟(meng)(meng)(meng)(meng)的(de)有效運作。從本質而言, 農(nong)(nong)業(ye)營銷(xiao)聯(lian)(lian)盟(meng)(meng)(meng)(meng)是一個有效整合競爭與合作的(de)“競合性(xing)組織”。為此(ci), 農(nong)(nong)業(ye)營銷(xiao)聯(lian)(lian)盟(meng)(meng)(meng)(meng)的(de)控制人不可用強(qiang)力來整合聯(lian)(lian)盟(meng)(meng)(meng)(meng)資源(yuan), 而應當在充分尊重聯(lian)(lian)盟(meng)(meng)(meng)(meng)成員(yuan)(yuan)獨立的(de)特殊(shu)利益基(ji)礎上, 來找尋出聯(lian)(lian)盟(meng)(meng)(meng)(meng)運作的(de)共(gong)(gong)同(tong)利益。

其二, 以(yi)資源整(zheng)(zheng)(zheng)合(he)來(lai)有(you)效(xiao)提升農(nong)(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)營(ying)(ying)(ying)銷(xiao)(xiao)聯(lian)(lian)(lian)(lian)盟(meng)(meng)的(de)產(chan)(chan)業(ye)(ye)(ye)(ye)化(hua)運營(ying)(ying)(ying)能(neng)力(li)。農(nong)(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)營(ying)(ying)(ying)銷(xiao)(xiao)聯(lian)(lian)(lian)(lian)盟(meng)(meng)決策(ce)層(ceng)有(you)必要采(cai)取有(you)力(li)的(de)措施來(lai)引入農(nong)(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)產(chan)(chan)業(ye)(ye)(ye)(ye)化(hua)運作思路, 將農(nong)(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)營(ying)(ying)(ying)銷(xiao)(xiao)聯(lian)(lian)(lian)(lian)盟(meng)(meng)融入循(xun)環(huan)農(nong)(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)架構(gou)中(zhong), 增強農(nong)(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)營(ying)(ying)(ying)銷(xiao)(xiao)聯(lian)(lian)(lian)(lian)盟(meng)(meng)服務循(xun)環(huan)農(nong)(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)產(chan)(chan)業(ye)(ye)(ye)(ye)的(de)能(neng)力(li)。在建構(gou)產(chan)(chan)業(ye)(ye)(ye)(ye)化(hua)農(nong)(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)營(ying)(ying)(ying)銷(xiao)(xiao)聯(lian)(lian)(lian)(lian)盟(meng)(meng)的(de)過程中(zhong), 聯(lian)(lian)(lian)(lian)盟(meng)(meng)決策(ce)層(ceng)應當以(yi)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)品營(ying)(ying)(ying)銷(xiao)(xiao)市(shi)場(chang)需(xu)求為導向向上整(zheng)(zheng)(zheng)合(he)農(nong)(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)產(chan)(chan)業(ye)(ye)(ye)(ye)生產(chan)(chan)鏈條, 向下(xia)整(zheng)(zheng)(zheng)合(he)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)品流(liu)(liu)通(tong)鏈條, 在統籌區域劃(hua)布局的(de)基(ji)礎上來(lai)優化(hua)循(xun)環(huan)農(nong)(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)系統中(zhong)的(de)諸生產(chan)(chan)要素, 以(yi)此形成(cheng)以(yi)專業(ye)(ye)(ye)(ye)化(hua)生產(chan)(chan)、系列化(hua)加工、社會化(hua)營(ying)(ying)(ying)銷(xiao)(xiao)為核(he)心特色的(de)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)品規模(mo)化(hua)運營(ying)(ying)(ying)體系。在有(you)效(xiao)整(zheng)(zheng)(zheng)合(he)農(nong)(nong)(nong)(nong)(nong)(nong)產(chan)(chan)品的(de)種(zhong)養(yang)、加工、流(liu)(liu)通(tong)、營(ying)(ying)(ying)銷(xiao)(xiao)體系的(de)基(ji)礎上, 有(you)序(xu)形成(cheng)科工貿、農(nong)(nong)(nong)(nong)(nong)(nong)科教一體化(hua)的(de)農(nong)(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)營(ying)(ying)(ying)銷(xiao)(xiao)聯(lian)(lian)(lian)(lian)盟(meng)(meng)發展模(mo)式(shi), 促使傳統的(de)小農(nong)(nong)(nong)(nong)(nong)(nong)作業(ye)(ye)(ye)(ye)和小農(nong)(nong)(nong)(nong)(nong)(nong)營(ying)(ying)(ying)銷(xiao)(xiao)模(mo)式(shi)逐(zhu)步轉變為具有(you)現代農(nong)(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)(ye)產(chan)(chan)業(ye)(ye)(ye)(ye)特色的(de)產(chan)(chan)業(ye)(ye)(ye)(ye)化(hua)組織。

(二) 明確農(nong)業營銷聯盟的運作內容

其一, 整(zheng)合營(ying)(ying)銷(xiao)(xiao)聯(lian)(lian)(lian)盟(meng)(meng)系(xi)統(tong)內(nei)部物質流(liu)提(ti)升聯(lian)(lian)(lian)盟(meng)(meng)服務循(xun)環(huan)農(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)的(de)(de)(de)能力。一是(shi)農(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)營(ying)(ying)銷(xiao)(xiao)聯(lian)(lian)(lian)盟(meng)(meng)可(ke)以(yi)整(zheng)合聯(lian)(lian)(lian)盟(meng)(meng)成員資源來實(shi)現(xian)“減量化(hua)(hua)”目標。例如, 農(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)營(ying)(ying)銷(xiao)(xiao)聯(lian)(lian)(lian)盟(meng)(meng)的(de)(de)(de)上游(you)企(qi)業(ye)(ye)(ye)可(ke)以(yi)與下游(you)企(qi)業(ye)(ye)(ye)協商, 按(an)照終端(duan)市場的(de)(de)(de)消費者(zhe)需(xu)求特點, 來為消費者(zhe)提(ti)供定制(zhi)化(hua)(hua)農(nong)(nong)(nong)(nong)(nong)產(chan)品(pin)(pin)包(bao)(bao)(bao)裝(zhuang), 以(yi)此(ci)來減少營(ying)(ying)銷(xiao)(xiao)環(huan)節(jie)的(de)(de)(de)農(nong)(nong)(nong)(nong)(nong)產(chan)品(pin)(pin)二(er)次包(bao)(bao)(bao)裝(zhuang)所產(chan)生的(de)(de)(de)廢棄(qi)物。二(er)是(shi)農(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)營(ying)(ying)銷(xiao)(xiao)聯(lian)(lian)(lian)盟(meng)(meng)可(ke)以(yi)落實(shi)“再(zai)利用(yong)”目標。聯(lian)(lian)(lian)盟(meng)(meng)可(ke)以(yi)建立聯(lian)(lian)(lian)盟(meng)(meng)內(nei)部的(de)(de)(de)農(nong)(nong)(nong)(nong)(nong)產(chan)品(pin)(pin)逆向物流(liu)系(xi)統(tong), 組織農(nong)(nong)(nong)(nong)(nong)產(chan)品(pin)(pin)終端(duan)營(ying)(ying)銷(xiao)(xiao)環(huan)節(jie)收集未銷(xiao)(xiao)售完(wan)的(de)(de)(de)廢棄(qi)農(nong)(nong)(nong)(nong)(nong)產(chan)品(pin)(pin), 將(jiang)其轉(zhuan)移到上游(you)生產(chan)環(huan)節(jie), 用(yong)于家禽喂養和(he)大田化(hua)(hua)肥之用(yong)。三是(shi)農(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)營(ying)(ying)銷(xiao)(xiao)聯(lian)(lian)(lian)盟(meng)(meng)可(ke)以(yi)推進“再(zai)循(xun)環(huan)”戰略。農(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)營(ying)(ying)銷(xiao)(xiao)聯(lian)(lian)(lian)盟(meng)(meng)可(ke)根(gen)據農(nong)(nong)(nong)(nong)(nong)產(chan)品(pin)(pin)流(liu)通(tong)包(bao)(bao)(bao)裝(zhuang)業(ye)(ye)(ye)務的(de)(de)(de)特點來制(zhi)定業(ye)(ye)(ye)內(nei)集裝(zhuang)箱、托盤和(he)容器的(de)(de)(de)標準(zhun), 并積極推廣在(zai)整(zheng)條(tiao)農(nong)(nong)(nong)(nong)(nong)產(chan)品(pin)(pin)流(liu)通(tong)鏈(lian)條(tiao)中采(cai)用(yong)標準(zhun)化(hua)(hua)包(bao)(bao)(bao)裝(zhuang)品(pin)(pin), 以(yi)此(ci)來構(gou)建其農(nong)(nong)(nong)(nong)(nong)業(ye)(ye)(ye)營(ying)(ying)銷(xiao)(xiao)聯(lian)(lian)(lian)盟(meng)(meng)體內(nei)物質流(liu)的(de)(de)(de)再(zai)循(xun)環(huan)系(xi)統(tong)。

其二, 由(you)(you)農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)營(ying)(ying)銷(xiao)聯(lian)(lian)盟主導(dao)(dao)建(jian)立循(xun)(xun)環(huan)(huan)(huan)(huan)農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)資(zi)(zi)金正反(fan)(fan)饋系統(tong)(tong)。構建(jian)循(xun)(xun)環(huan)(huan)(huan)(huan)農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)資(zi)(zi)金正反(fan)(fan)饋系統(tong)(tong)的(de)(de)(de)(de)宗旨在于將資(zi)(zi)金流的(de)(de)(de)(de)循(xun)(xun)環(huan)(huan)(huan)(huan)再利用理念(nian)引入到循(xun)(xun)環(huan)(huan)(huan)(huan)農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)領(ling)域, 并(bing)(bing)以(yi)農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)營(ying)(ying)銷(xiao)聯(lian)(lian)盟為主導(dao)(dao)來幫助循(xun)(xun)環(huan)(huan)(huan)(huan)農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)體系的(de)(de)(de)(de)價值(zhi)實(shi)現。從(cong)長遠(yuan)來看, 循(xun)(xun)環(huan)(huan)(huan)(huan)農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)可通過資(zi)(zi)源的(de)(de)(de)(de)循(xun)(xun)環(huan)(huan)(huan)(huan)再利用而(er)提升循(xun)(xun)環(huan)(huan)(huan)(huan)農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)體系的(de)(de)(de)(de)收益(yi)水平(ping)。但更(geng)少(shao)的(de)(de)(de)(de)環(huan)(huan)(huan)(huan)境污(wu)染和更(geng)高(gao)效的(de)(de)(de)(de)農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)產業(ye)(ye)(ye)資(zi)(zi)源整合需要(yao)強度(du)更(geng)高(gao)的(de)(de)(de)(de)資(zi)(zi)源投入, 由(you)(you)此推動傳統(tong)(tong)人力密集(ji)型農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)向(xiang)(xiang)資(zi)(zi)本密集(ji)和技術(shu)密集(ji)的(de)(de)(de)(de)循(xun)(xun)環(huan)(huan)(huan)(huan)農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)方向(xiang)(xiang)發展。考(kao)慮到我(wo)國(guo)農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)營(ying)(ying)銷(xiao)聯(lian)(lian)盟的(de)(de)(de)(de)運(yun)營(ying)(ying)實(shi)力相對(dui)不足, 業(ye)(ye)(ye)務規模擴張速度(du)有限, 缺乏必要(yao)的(de)(de)(de)(de)資(zi)(zi)金積累, 將嚴重影響農(nong)(nong)(nong)(nong)產品營(ying)(ying)銷(xiao)聯(lian)(lian)盟運(yun)作。以(yi)農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)營(ying)(ying)銷(xiao)聯(lian)(lian)盟為主導(dao)(dao)來增強循(xun)(xun)環(huan)(huan)(huan)(huan)農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)的(de)(de)(de)(de)產品銷(xiao)售力, 疏通循(xun)(xun)環(huan)(huan)(huan)(huan)農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)終端市場(chang), 并(bing)(bing)促使循(xun)(xun)環(huan)(huan)(huan)(huan)農(nong)(nong)(nong)(nong)產品更(geng)好變現, 將促進循(xun)(xun)環(huan)(huan)(huan)(huan)農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)和農(nong)(nong)(nong)(nong)業(ye)(ye)(ye)營(ying)(ying)銷(xiao)聯(lian)(lian)盟的(de)(de)(de)(de)同(tong)步(bu)發展。

(三(san)) 建構農(nong)業營銷(xiao)聯盟的(de)品牌戰略

其一(yi), 建(jian)(jian)構(gou)農業(ye)營(ying)(ying)銷(xiao)(xiao)聯(lian)盟(meng)的(de)(de)(de)整(zheng)體(ti)(ti)品(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)戰(zhan)略(lve)。與傳統(tong)農業(ye)相比(bi)較, 強調系統(tong)性, 突(tu)出(chu)產(chan)(chan)(chan)(chan)業(ye)鏈(lian)運(yun)(yun)作(zuo)特點是循環(huan)農業(ye)的(de)(de)(de)核(he)心優勢之(zhi)一(yi)。為(wei)此, 農業(ye)營(ying)(ying)銷(xiao)(xiao)聯(lian)盟(meng)運(yun)(yun)作(zuo)者(zhe)(zhe)應當以構(gou)建(jian)(jian)農產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)的(de)(de)(de)全(quan)產(chan)(chan)(chan)(chan)業(ye)鏈(lian)循環(huan)架構(gou)為(wei)基礎來實(shi)施其營(ying)(ying)銷(xiao)(xiao)戰(zhan)略(lve)。通(tong)過(guo)建(jian)(jian)立循環(huan)農業(ye)產(chan)(chan)(chan)(chan)業(ye)鏈(lian)體(ti)(ti)系, 農業(ye)營(ying)(ying)銷(xiao)(xiao)聯(lian)盟(meng)可(ke)以將(jiang)其對(dui)農產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)生產(chan)(chan)(chan)(chan)環(huan)節(jie)(jie)及(ji)流通(tong)環(huan)節(jie)(jie)的(de)(de)(de)資(zi)源整(zheng)合力(li)擴散到品(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)領域, 將(jiang)分散的(de)(de)(de)農產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)營(ying)(ying)銷(xiao)(xiao)品(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)整(zheng)合為(wei)一(yi)體(ti)(ti), 打造(zao)主(zhu)題(ti)鮮(xian)明、特點突(tu)出(chu)的(de)(de)(de)“循環(huan)農業(ye)品(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)”。采(cai)取(qu)該策略(lve)的(de)(de)(de)主(zhu)要(yao)動(dong)因在于降(jiang)低消費(fei)者(zhe)(zhe)在消費(fei)農產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)過(guo)程中的(de)(de)(de)品(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)識(shi)(shi)別(bie)成本(ben)(ben)。這是由(you)于消費(fei)者(zhe)(zhe)需(xu)要(yao)為(wei)其消費(fei)行為(wei)額外(wai)地付出(chu)資(zi)金成本(ben)(ben)、時間成本(ben)(ben)和精力(li)成本(ben)(ben);通(tong)過(guo)構(gou)建(jian)(jian)統(tong)一(yi)的(de)(de)(de)農產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)營(ying)(ying)銷(xiao)(xiao)品(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)識(shi)(shi)別(bie)體(ti)(ti)系, 農業(ye)營(ying)(ying)銷(xiao)(xiao)聯(lian)盟(meng)不(bu)僅(jin)可(ke)以有效(xiao)定位(wei)農產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)品(pin)(pin)(pin)牌(pai)(pai)(pai)(pai), 并制(zhi)定統(tong)一(yi)的(de)(de)(de)營(ying)(ying)銷(xiao)(xiao)戰(zhan)略(lve), 而且(qie)有利于降(jiang)低消費(fei)者(zhe)(zhe)的(de)(de)(de)品(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)識(shi)(shi)別(bie)成本(ben)(ben), 讓消費(fei)者(zhe)(zhe)見(jian)到該品(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)后即認(ren)出(chu)該農產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)品(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)的(de)(de)(de)內涵及(ji)其功(gong)用。具體(ti)(ti)而言(yan), 農業(ye)營(ying)(ying)銷(xiao)(xiao)聯(lian)盟(meng)在制(zhi)定整(zheng)體(ti)(ti)品(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)戰(zhan)略(lve)前, 需(xu)要(yao)明晰該品(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)的(de)(de)(de)個性特征、遠(yuan)期(qi)目標、品(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)價(jia)值等(deng)基本(ben)(ben)要(yao)素, 并據此來設(she)計(ji)該農產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)品(pin)(pin)(pin)牌(pai)(pai)(pai)(pai)識(shi)(shi)別(bie)系統(tong)。

其二, 強化農(nong)(nong)(nong)(nong)(nong)業營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)品(pin)(pin)(pin)(pin)(pin)牌溝(gou)通與傳(chuan)播效能。強化農(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)牌傳(chuan)播與溝(gou)通的(de)(de)目的(de)(de)在(zai)于增強農(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)消(xiao)費者(zhe)(zhe)(zhe)(zhe)(zhe)對(dui)該(gai)(gai)(gai)農(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)牌的(de)(de)認知(zhi)(zhi)度, 在(zai)消(xiao)費者(zhe)(zhe)(zhe)(zhe)(zhe)記(ji)憶深處留(liu)下深刻的(de)(de)美(mei)好印(yin)象, 令(ling)該(gai)(gai)(gai)種獨特(te)印(yin)象直接(jie)(jie)影響農(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)消(xiao)費者(zhe)(zhe)(zhe)(zhe)(zhe)的(de)(de)消(xiao)費行(xing)為習(xi)慣, 提升(sheng)農(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)聯盟(meng)運作效果。農(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)終端(duan)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)環(huan)節的(de)(de)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)者(zhe)(zhe)(zhe)(zhe)(zhe)雖然掌(zhang)握較多的(de)(de)農(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)知(zhi)(zhi)識, 但卻(que)缺乏對(dui)農(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)質、功能知(zhi)(zhi)識的(de)(de)精準把握, 為此(ci), 農(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)者(zhe)(zhe)(zhe)(zhe)(zhe)可搭(da)建在(zai)線銷(xiao)(xiao)(xiao)(xiao)售(shou)平臺, 引導產(chan)(chan)(chan)(chan)業鏈(lian)上游成(cheng)員(yuan)企業和(he)農(nong)(nong)(nong)(nong)(nong)戶來直接(jie)(jie)與終端(duan)消(xiao)費者(zhe)(zhe)(zhe)(zhe)(zhe)展開溝(gou)通交(jiao)流, 詳(xiang)細解答消(xiao)費者(zhe)(zhe)(zhe)(zhe)(zhe)的(de)(de)疑惑, 增進農(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)消(xiao)費者(zhe)(zhe)(zhe)(zhe)(zhe)的(de)(de)購(gou)買意愿。再(zai)者(zhe)(zhe)(zhe)(zhe)(zhe), 農(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)聯盟(meng)應當在(zai)整合公(gong)共關(guan)系營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)的(de)(de)基(ji)礎上搭(da)建營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)平臺, 在(zai)此(ci)基(ji)礎上進行(xing)統一的(de)(de)廣告營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)、新聞(wen)報道, 向(xiang)消(xiao)費者(zhe)(zhe)(zhe)(zhe)(zhe)提供(gong)周到全(quan)面(mian)的(de)(de)農(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)售(shou)前(qian)促銷(xiao)(xiao)(xiao)(xiao)服務和(he)售(shou)后消(xiao)費輔導。再(zai)次, 農(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)聯盟(meng)可以在(zai)超市農(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)賣場、網絡營(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)平臺上設置視頻(pin)展示廣告, 循(xun)(xun)環(huan)播放農(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)生產(chan)(chan)(chan)(chan)基(ji)地實況(kuang)錄像, 展示循(xun)(xun)環(huan)農(nong)(nong)(nong)(nong)(nong)業產(chan)(chan)(chan)(chan)業的(de)(de)綠色(se)化生產(chan)(chan)(chan)(chan)體系, 引導消(xiao)費者(zhe)(zhe)(zhe)(zhe)(zhe)認同(tong)循(xun)(xun)環(huan)農(nong)(nong)(nong)(nong)(nong)業產(chan)(chan)(chan)(chan)業價值, 并將該(gai)(gai)(gai)份認同(tong)移(yi)到農(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)品(pin)(pin)(pin)(pin)(pin)牌上, 以此(ci)打造循(xun)(xun)環(huan)農(nong)(nong)(nong)(nong)(nong)產(chan)(chan)(chan)(chan)品(pin)(pin)(pin)(pin)(pin)優勢品(pin)(pin)(pin)(pin)(pin)牌。

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