江西农业大学学报：社会科学版
江西農業大學學報：社會科學版
강서농업대학학보：사회과학판
Journal of Jianxi Agricultural University :Social Sciences Edition
2013年
1期
28~34
,共null页
农民专业合作社 营销能力 指标体系 测度
農民專業閤作社 營銷能力 指標體繫 測度
농민전업합작사 영소능력 지표체계 측도
Farmer Specialized Cooperatives ; marketing capability ; index system ; measurement
农民专业合作社是农产品营销最为有效的载体,营销能力是合作社赖以生存的基础。在分析合作社营销能力特点的基础上,利用层次分析法和模糊综合评价法相结合,从核心能力层、基础能力层和辅助能力层三方面构建了一个包涵3个一级指标、10个二级指标、41个三级指标的测度模型,并基于运城市68家种植业合作社的微观调查数据,对合作社营销能力进行了测度。结果表明：合作社整体营销能力不强,基础能力较好,核心能力最为欠缺,辅助能力尚待加强。
農民專業閤作社是農產品營銷最為有效的載體,營銷能力是閤作社賴以生存的基礎。在分析閤作社營銷能力特點的基礎上,利用層次分析法和模糊綜閤評價法相結閤,從覈心能力層、基礎能力層和輔助能力層三方麵構建瞭一箇包涵3箇一級指標、10箇二級指標、41箇三級指標的測度模型,併基于運城市68傢種植業閤作社的微觀調查數據,對閤作社營銷能力進行瞭測度。結果錶明：閤作社整體營銷能力不彊,基礎能力較好,覈心能力最為欠缺,輔助能力尚待加彊。
농민전업합작사시농산품영소최위유효적재체,영소능력시합작사뢰이생존적기출。재분석합작사영소능력특점적기출상,이용층차분석법화모호종합평개법상결합,종핵심능력층、기출능력층화보조능력층삼방면구건료일개포함3개일급지표、10개이급지표、41개삼급지표적측도모형,병기우운성시68가충식업합작사적미관조사수거,대합작사영소능력진행료측도。결과표명：합작사정체영소능력불강,기출능력교호,핵심능력최위흠결,보조능력상대가강。
Farmer Specialized Cooperatives are the most effective carrier of agricultural marketing and marketing capability is the basis for their survival. After analyzing the characteristics of cooperatives＇marketing capability, we established an evaluation model including 3 prime indicators, 7 secondary indicators and 30 third class indicators on the basis of measurements of core competence, foundation capability and complemen- tary capability. Then based on the micro survey data of 68 growing cooperatives, we evaluated the marketing capability of the cooperatives. Empirical results show that the total marketing capability of the cooperatives is not strong, that the foundation capability is good, that core competence is the weakest and complementary ca- pability need to be enhanced.
