基于信任特征的荔农营销渠道构建研究

渠道制胜是现代市场营销的新观念.通过对广东省高州市根子镇柏桥村荔农的入户抽样调查,发现导致其荔枝增产不增收的关键因素在于渠道单一、组织松散、冲突频繁且缺乏促使相互信任产生的交流沟通平台等方面.为此,从加强荔农教育着手,通过创新种植模式、加大关系专用性资产投资、搭建信息交流平台等措施,尝试构建了基于信任特征的荔农营销渠道.

Research on the Construction of Litchi Farmers Marketing Channels Based on Trust

Channel is the new concept of modern marketing.A sample survey about the litchi farmers living in Bai Qiao Village,Genzi town,Gaozhou City,Guangdong Province finds that the key factor leads to litchi output-increase without profit-increase is the channel for a single,loose organization,frequent conflict and lack of mutual-trusted communication platform,etc.To build a trust-based litchi farmer marketing channel,we should strengthen the education of litchi farmers,innovate planting patterns,increase relations...