The Study On The Evaluation System Construction Of The Rural Cooperative Economic Organizations’Marketing Channel Force In Western China

Marketing channel is one of the most important elements of the Four-Elements of the marketing. With the rapid development of market competition, and the progress of the information technology, marketing channel has become an important means of gaining access to long term competitive. Marketing channel force is the ability of influencing or controlling other channel members, which is a concentrated expression of the channel capacity of the organization In a sense, it could able to represent the level of channel development, and has the function of guiding organization channel constructing. In the past, traditional marketing channels of agricultural products is a lengthy channels, with small-scale members and longitudinal collaboration. Famers, traditional whole scalers, martets and other retailers are the main participating subjects. Today, with the development of agricultural modernization, industrialization construction, traditional marketing channels has been transition to modern marketing channels. Organization of farmers, modern processing and logistics enterprises, and modern supermarket has become the major members of the channel. The channel system stressed the close collaboration of the value chain, value-added. As a modern agricultural marketing channels, rural cooperative economic organizations is on the basis of household production, farmers engaged in professional production as the main principles of voluntariness, democracy, equality, mutual benefit and principles of composition, provides its members with the professional production of prenatal, prenatal and postnatal services, members of the socio-economic benefits of various economic organizations and social groups. To help members solve problems in agricultural production of capital, technology, information, improve the efficiency of agricultural production, and enhance the ability of members of the anti-market risk, and efficient coupling farmers market, to a certain extent to solve the contradiction between big market and small-scale farmers. At present, compared with the developed areas in western China rural specialized cooperative economic organization development is lagging behind, this paper through the study of the western region farmer specialized cooperative economic organizations marketing channels force evaluation system for the western region farmers specialized cooperative economic organizations to enhance the channel force to promote marketing channel for agricultural development in the western region with some help, the western region development of agriculture, farmers, income, new socialist countryside construction has a certain significance.Based on "The Six force model" of marketing channels, the paper using the method of literature analysis,AHP and FCEM to research the development of the western region farmer specialized cooperative economic organizations marketing channels force the status quo, influencing factors. And establish channels of force evaluation model proposed channels to increase, the countermeasures and suggestions. This paper is divided into four parts. The first part,(Chapters1and2) introduce the background, significance, research, theory. The second part (Chapter3) summary of the development of western farmers’ professional cooperative economic organizations channels force the status through. analysising China’s farmers specialized cooperative economic organizations, farmers specialized cooperative economic organizations of the western region development overview. Part Ⅲ,(Chapter4,5,6.) building evaluation index system through analyzing the meaning of the western region farmers specialized cooperative economic organizations channels force influencing factors, and using AHP, fuzzy evaluation method evaluation model, and proposing countermeasures and suggestions to enhance the channel force. Part IV,(Chapter7) summarizes the main conclusions of this paper, and on this basis proposed research prospects.The main innovation in this paper are:First, through the western region farmers specialized cooperative economic organizations marketing channels force meaning and influencing factors analysis, the paper building evaluation index system;Second, using the analytic hierarchy process and fuzzy evaluation method to construct the western region farmers specialized cooperative economic organizations marketing channels force evaluation model;Third, the western region farmers specialized cooperative economic organizations marketing channels force evaluation system, the channels to increase,"diamond Model". And based on the Channel force "diamond model", the paper propose countermeasures and suggestions for increasing marketing channel force,...