浙江省农民专业合作社经营机制研究

摘要

Based on questionnaire survey of 39 farmers cooperatives and 183 members from 7 counties in Zheji-ang province,the management mechanism concerning organization、inspiring and marketing mechanism were analy-sized. It showed nowadays cooperatives were being perfected in council settings and brand-building,which help to promote the peasant incomes. But,there were matters in the capabilities service,differential marketing and some other aspects. This paper proposed suggestions for improvement of management mechanism including person-nel training,democratic management,incentive mechanism and the integrated use of 4PS marketing.%通过对浙江省淳安、龙泉等7县（市）的39家农民专业合作社和183名社员进行实地问卷调查，从组织机制、激励机制、营销机制3方面对合作社现有的经营机制进行分析研究，结果表明，现今合作社在理事会产生方式、品牌建设等方面已日趋完善，对促进农户增收起到了一定的作用。但在服务功能、差异化营销等方面还有待完善。提出了注重人才培养、加强民主管理、健全激励机制、综合运用4PS营销模式等完善合作社经营机制的对策建议。