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笔者出身于农村,与农民有血肉之联系,对农产品市场有着习惯性的关注,个人的心情也常常随着农产品价格的好坏而上下起伏。由于职业的关系,近年专注于蔬菜市场营销的调查与研究,并将一些指导性的文章刊发于相关农业报刊,有一些积极的反应。但面对许多菜农朋友在一次又一次几乎相似的市场波动中,因为“习惯性”、“经验性”的决策重复造成损失的情况,自己总有莫明的憾疚。在众多的农产品中,由于生产周期短,规模和生产项目调整灵活等特点,蔬菜是一个市场供求波动频繁和行情波动幅度较大的农产品,因而生产经营的市场风险较大。2007年的蔬菜生产效益虽然整体较好,但仍有像大蒜、葱头等个别的品类行情较差。所以,对于蔬菜的市场好坏、生产效益高低不能一概而论,关键看生产者种植品类、品种选择是否合适,进入生产的时机是否恰当,技术应用是否正确细致,选择的销售方式是否对路等。做好这些方面,就需要对某种蔬菜进行个别化的市场分析和决策指导。平心而论,要让政府管理部门或园艺技术部门做到对每一个蔬菜品类都做出及时的营销指导是不现实的,生产者应提高自身的分析和经营能力,以做出正确的决策。从本期起笔者将分6期以蔬菜营销漫谈的形式讲一些蔬菜市场营销的基本知识和方法,期望做些“授人以渔”的工作。
The author was born in rural areas, and flesh and blood ties with farmers, the agricultural market has a habitual concern, personal feelings often fluctuate with the quality of agricultural products ups and downs. Due to occupational relations, in recent years, I have focused on the investigation and research on vegetable marketing and published some guidance articles in relevant agricultural newspapers and periodicals. There are some positive reactions. However, in the face of similar market fluctuations again and again, many vegetable farmers and friars often feel guilty of regret because of the repetition of losses resulting from the decisions of “habituality” and “experientialness.” Among a large number of agricultural products, due to the short production cycle and flexible adjustment of production scale and scale, vegetable is a market with frequent fluctuations in market supply and demand and volatile market conditions. Therefore, the market risk in production and operation is relatively large. Although the overall vegetable production efficiency in 2007 is still relatively good, there are still some individual products such as garlic and onion that are not well priced. Therefore, the vegetable market is good or bad, the level of production efficiency can not be generalized, the key to see the manufacturer of planting categories, the choice of varieties is appropriate, the timing of the production is appropriate, the technical application is correct, the choice of sales is on the road. To do a good job of these aspects, we need to conduct individualized market analysis and decision-making guidance on certain vegetables. To be fair, it is unrealistic for government departments or horticultural departments to make timely marketing guidance for every vegetable category. Producers should improve their own analytical and operational capabilities to make the right decisions. Starting from this issue, the author will give a briefing on the basic knowledge and methods of vegetable marketing in the form of 6 vegetable marketing talks in the hope of doing some work of “giving people permission to fish”.