Research On The Vegetable Membership System Mode Of Tianjin Duoxing Manor

The convening of the Nineteenth National Congress,the implementation of the rural revitalization strategy and the structural reform of the agricultural supply side have a crucial impact on the solution of the " Issues of agriculture,farmer and rural area " and pointed out the direction for the development of the agricultural product market.The rapid development and application of agricultural information technology and the improvement of the infrastructure of agricultural product quality and safety traceability system,have greatly promoted the modernization of agricultural product circulation.China's economy has turned from high-speed growth to high-quality and stable growth,and people's consumption patterns have also changed.Especially in megacities such as Tianjin,the middle and high income groups are dense.They have a fast pace of life and do not have enough time to purchase vegetables and other necessities,but they have higher requirements for the quality of agricultural products.In this seemingly contradictory demand,the membership mode came into being,which solved this problem well.The vegetable membership system mode of Tianjin Duoxing Manor has achieved very good development and has become a typical example,which deserves further study.The main research contents of this paper are as follows.Chapter One Introduction.This paper mainly introduces the research background,purpose significance,innovation points,deficiencies and research methods of this paper,and carries out literature review.The second chapter is about the theoretical basis of the membership mode.This chapter expounded the membership system mode,agricultural cooperation theory,consumer behavior theory and marketing 4P,4C theory that provided theoretical support for the research of this paper.The third chapter is the analysis about the pattern of vegetable production and marketing.This chapter make a deep analysis and summary of the main production and marketing modes of vegetables,with the retail direct sales mode,especially the membership system mode,bulk direct sales,production and marketing docking and e-commerce and other modes of the connotation and characteristics.The fourth chapter is the basic overview of Duoxing Manor.Through in-depth interviews with the managers and related staff of Tianjin Duxing Manor,this chapter described the company profile of the resources,development history and operating agencies of Duoxing Manor.The fifth chapter is the operation analysis of the Duoxing Manor membership system mode.Using the method of questionnaire survey and interview,this chapter analysis the content of the new and the market expansion,the status quo of the members,the main interest linkage mechanism,production management and quality control.The sixth chapter is the successful experience and dilemma analysis of the vegetable membership system mode of Duoxing Manor.In good faith management,strong member stickiness,accurate market positioning,member-oriented,flexible distribution cycle and unified detection of vegetables,the whole process can be traced,high quality and safety are worthy of reference and reference by other companies;but the satisfaction of vegetable members is diminished.The close connection of the main interests,the rising operating costs and the competition in the agricultural product market constrain its development.The seventh chapter is the countermeasures and suggestions for the healthy development of the membership system.In summary,the author puts forward some targeted countermeasures for the above problems: inducing single-category members to turn to comprehensive members,constructing a long-term mechanism for sharing close-type benefit-sharing risks,and taking advantage of quality assurance to gain member satisfaction and strengthen government functions.To create a good market environment for agricultural products.