合作营销：它需要什么？你能用吗？【外文翻译】.doc

1、 外文翻译 原文 Cooperative Marketing:What does it take?Is it for you? Material Source: The ohio State University Author: Travis West What does cooperative marketing mean? “Cooperative marketing” can mean many things to many people depending upon your background. I like to ask people if they are using the

2、word “cooperative” as a noun or an adjective. In the context of this fact sheet, we will be exploring “cooperative” as both a noun referring to a legal business structure and as an adjective to describe the agreement of people to cooperate with each other related to marketing efforts. Lets deal with

3、 the legal business structure of a cooperative. Cooperative businesses are a type of corporation but have a few qualities that make them an attractive option for many small groups that want to maintain member ownership of the business. Cooperatives have three distinct characteristics that separate t

4、hem from other businesses. Cooperatives are member-owned, member-controlled, and generate member-benefit. Member-owned is a function that guarantees that the members of the cooperative are the ones that provide the initial capital for the start-up of the business and are the current owners of the co

5、operative. Member-controlled continues down the same thought process because the members are the ones that elect the board who is responsible for making long-term decisions for the cooperative. The members are electing other members to serve on the board and make these decisions for the total member

6、ship of the cooperative. Member-benefit is the end result that ensures the profits made by the cooperative are being returned to the members, sometimes referred to as patronage refunds. These profits are not being returned based on the investment the members made in the cooperative, but rather the a

7、mount of business that members conducted with the cooperative throughout the year. For example, if you are a member of the cooperative, but do not use any services or purchase any products from the cooperative during the year, you have no member-benefit or patronage refunds coming your way at the en

8、d of the year. If you and your neighbor agree to sell your products in one roadside stand, you are practicing cooperative marketing. When you use cooperative as an adjective it describes the behavior or agreement of two or more parties in relation to marketing. These cooperative marketing arrangemen

9、ts are usually informal and have no legal binding between or among the parties involved. These cooperative marketing agreements can last years and never have problems; however, sometimes group dynamics make these agreements unpleasant and useless for the parties involved. There are many reasons why

10、parties join a cooperative business or participate in a cooperative marketing arrangement. Benefits of Cooperative Marketing Economies of scale.There are economies of scale that can be obtained from the collective effort of joining forces and marketing as a group. It would be cheaper for beef produc

11、ers to come together and assemble a semi-load of feeder calves for shipping to Kansas than it would be for each individual to get their calves to Kansas. When you are buying supplies, a consolidated order that contains pallets or bulk orders is cheaper than individually buying a small amount of supp

12、lies. Bargaining power. A group effort can combine available supply of product or consolidate services offered that allow bargaining power for the group. If you have 2 bushels of tomatoes, you have little power to negotiate a price with a retailer, but if as a group you have 140 bushels of tomatoes,

13、 you can bargain for a better price because of the quantity that can be supplied by the group. This bargain force can be used to gain additional economies of scale with bulk purchasing arrangements. Flow of product Retail markets require some consistency in flow of product to their establishments. A

14、s an individual with 12 doe goats, you can in no way guarantee more than 2 kid goats per month for the year. Retailers are looking for a business that can provide them a set amount of product on a daily, weekly, or monthly basis. If you get together with 20 other producers and as a group you have 24

15、0 doe goats, you could guarantee up to 40 kid goats per month to the retailer. You will now have their attention and be able to negotiate a price that the group needs for the kid goats. Preserving markets Many markets are looking to reduce the costs of obtaining products or services. These markets a

16、re looking at buying their products or services but dealing with less people and having the same amount of product to sell through their establishments. If you are trying to market your 10 finished hogs to a processor and the cooperative down the road has members with 120 hogs ready for slaughter, t

17、he buyer will stop at the cooperative to make his purchase. He can obtain 120 hogs in one contact versus the contact with 12 producers your size to end up with the same end result. A cooperative marketing arrangement will preserve many of the markets you use for the future as businesses move to cutt

18、ing costs associated with procuring products and services. Access to professional assistance/expertise (hire support) Many producers can benefit from professional services in marketing and sales of their products. If you are an apple producer, you are probably in the business because you are good at

19、 producing apples, but you have to sell them to make any profit. If marketing and sales are not your “cup of tea,” you are a member of the majority of todays agricultural producers. If you join a cooperative marketing group that hired a marketing manager and all you had to do was raise a top quality

20、 apple for the person to market, your life would be much easier. You individually could not afford to hire that marketing manager, but as a group of 15 orchard owners you can consolidate your product and finances to increase the price you will receive for your product. Maintaining more of the retail

21、 dollarThis benefit has been addressed in several of the previous discussions, but increasing the financial income for your operation is a huge driver in the reason to participate in a cooperative marketing effort. This can be achieved through reducing costs of supplies by bulk purchasing or increas

22、ing the income by tapping new markets, keeping existing markets or negotiating a higher price in new and existing markets. Now you are thinking, well, why isnt everyone a member of a cooperative marketing effort? There are some challenges to cooperative marketing efforts that you might not face oper

23、ating as an individual. As an individual, you are making the decisions, but in a group cooperative marketing effort, there are several members who need to agree with the decision of the effort. Challenges of Cooperative Marketing Agreeing on one common mission.The first step in moving towards a coop

24、erative marketing arrangement is to make sure all individuals are on the same page. This is achieved by making sure that all members are onboard to operate for the same purpose. Most of the time, this is not present among the members, even though most groups or steering committee members think that

25、they all want the same end result. Again, a facilitator can help the group move through this process, because a common vision is essential for moving any further on the marketing venture. Trust and sharing of information Many agricultural producers have operated individually for years and are skepti

26、cal about the idea of a cooperative marketing venture. There is a time and process for building a sense of trust among the members and generating an open sharing of information in relation to the cooperative marketing venture. This trust must occur among members to keep members loyal and make the ef

27、fort function successfully in the future. You are going into business with all members of the effort and if you have trust issues, why would you ever agree to run a business with these people? This is a major roadblock for many groups but some facilitated discussions can be held with professionals w

28、ho are experienced in dealing with the human components of cooperative marketing organizations. Group dynamics (democratic group decision making and costs) The group dynamic aspect of an organization depends somewhat on the size of the organization. A large cooperative marketing effort would have a

29、board of directors that Cooperative Marketing: What does it take? Is it for you? Govern the long-range planning and decision making for the cooperative, but in a case where the group only consists of 20 or 25 members all members might participate in making decisions. Most understand that a democrati

30、c process for making decisions ensures that the members are involved and their opinions are addressed, but the fact is that this process can take more time to reach the end goal of a decision. Some organizations operate on a basis that consensus has to be reached by all for the decisions to go forwa

31、rd. This is different than a democratic majority vote system and can take much more time for plans to move forward. Lack of commitment from members Members can become disloyal members in the blink of an eye. This behavior exhibits why it is important that members “buy into” the vision for the group,

32、 have a developed trust for all members, and understand the need for sharing information and managing the group dynamics in the cooperative marketing organization. This issue is sometimes addressed by signing a marketing agreement or contract with the organization that outlines the repercussions tha

33、t will occur should you, as a member, breach your contract/agreement with the organization. If you are not agreeable to signing the agreement, then I contend that one of the three above challenges has not been resolved for you as a member. Take a step back, readdress the situation, and let members k

34、now what your hesitations are before signing an agreement to market through the organization. This is necessary for the success of the organization. Human nature tells us that a member will sell outside the organization if he or she can make a dollar more. A large majority of producers would choose

35、to market only with the organization when it can benefit the member. Conclusion and Summary of Cooperative Marketing We have explored the definitions of “cooperative marketing” and compared the benefits and challenges of cooperative marketing efforts. So is a cooperative marketing effort a fit for y

36、ou? Only you can determine the right choice for your operation, but hopefully I have given you some topics to address and think about before participating. There are several benefits to joining a cooperative marketing venture: obtaining economies of scale, entering new market(s), accessing professio

37、nal services, maintaining more of the retail dollar, increasing bargaining power, and preserving existing markets. These can benefit your operation by increased profits and efficiency, but you need to consider the challenges before you make the final decision. The challenges are not to discourage yo

38、u from joining a cooperative marketing organization, but rather to make you aware that with benefits come challenges for the organization. These are all related to the human dynamics, commitment, and trust of the members who operate and own the organization. When it comes to generating income, many

39、of us choose the option that will bring us the highest reward in the near future. With cooperative marketing organizations, you have to look at the reward you receive throughout the year from the organization. Is the average as a member of the effort better than the average you would have achieved a

40、s an individual? This requires you to look at the “whole picture” and determine the best option for the future success of your operation. 译文 合作营销：它需要什么？你能用吗？ 资料来源 :俄亥俄州州立大学 作者： 特拉维斯西 （ 1）什么是合作营销？ 合作营销对很多人来说意味着很多不同的东西，这取决于人们是何背景。我喜欢问人们他们是把“合作”用作动词还是形容词。在这种情况背景下，我们将同时探索这两种情况：“合作”作为名词时所涉及到的是一种合法的业务结构，而

41、作为形容词则是描绘人们在进行与市场效能有关的合作时而达成的协议。 让我们先来说说合作的合法业务结构。合作企业是公司的一种，但是也拥有一些有吸引力的特 性使得一些小团体想要维护公司成员的所有权。合作企业有三个明显的特征以使他们和其他企业区分开来。这三个特征分别是成员拥有，成员控制和成员利益。成员拥有具有的作用是，保证了合作企业成员是那些在企业成立初期提供了初期资本的人，并且他们现在也是合作企业的拥有者。成员控制延续了同样的想法过程，因为这些成员选举出来的董事会要对合作企业作出的长期决策负责。成员们会选举出其他的成员来加入董事会，并且为合作企业的全体成员做出这些决定。成员利益的最终结果是保证合作企

42、业所获得的盈利最终都能返回到成员的身上，有时也被称作赞助退还。 这些赞助退还不是以成员对合作企业投资了多少为基础的，而是在一整年中成员为企业做出的交易数量来决定的。举个例子来说，如果你是合作企业的一员，但是你在这一年中没有使用过公司的服务或者购买过公司的产品，你在年终将不会获得任何的成员利益或是赞助退还。 如果你和你的邻居同意在路边摊上销售你们的产品，这就是合作营销的实践。当你把“合作”用作形容词时，它描绘了两个或者更多的和营销有关的团体进行合作或者达成协议。这些合作营销的协议在当事人之间往往是非正式的或者是没有法律约束力的。这些合作营销的协议可以持续多年而且永远不会出现问题，但是有时候团体动

43、力会让这些协议变得讨厌和无用。当事人加入一个合作公司或者参与一个合作营销的协议是有很多原因的。 （ 2）合作营销的好处 规模经济 作为一个团队，可以从联合力量和市场营销的集体努力中得到规模经济。对于牛肉生产者来说，大家一起来把半成品的牛肉运送到堪萨斯州要比他们单独运送要便宜得多。当你购买物品时，一份包含了货盘和大宗订单的合并订单要比分开买少量的物品便宜。 议价能力 一个整体的力量可以结合可利用的产品供给或者联合服务的提供来实现整体的议价能力。如果你有两蒲式耳西红柿，你很难同零售商讨价还 价，但是如果作为一个整体来说你有 140 蒲式耳西红柿，由于你可以提供很大的数量，你就可以讨得一个更好的价格

44、。议价能力可以在大宗的采购协议上被用来增加附加的规模经济。 产品流动 在零售市场的经营场所需要一些产品流动的一致性。作为一个只有 12 只山羊的个体，你不可能每个月保证有超过两只小山羊。零售商正在寻找一种能够每天，每星期，或者每月提供给他们一定数量产品的交易。如果你连同其他的20 个生产者组成一个群体，那么你就有 240 只山羊，你可以保证每个月有 40只小山羊提供给零售商。你将会引起他们的注意，而且有能力为这些小山 羊谈一个好的价钱。 保留市场 很多市场正在寻找减少获得产品和服务成本的方法。这些公司正着眼于购买他们的产品和服务，但是希望在他们的经验场所里以更少的人还能获得同样数量的产品。如果

45、你试图把你的十头待宰的猪卖给加工者，但是你的合作者有120 头这样的猪，买方就会在这个合作的地方停留来完成他的购买。他可以在一次接触中就能获得 120头猪，在跟 12个和你差不多规模的生产者接触比起来，他可以获得同样的结果。一个合作营销协议将会保护你将来会用到的市场，比如企业会需要剪切与产品和服务相关的成本。 获得专业的帮助 /专家的意见（雇佣支持） 很多生产者能从销售产品的专业服务上受益。如果你是一个苹果生产者，你有可能会事业得意因为你很擅长生产苹果，但是你不得不卖掉他们来获得利益。如果市场和销售并不是你的那“一杯茶”，你只是现在大多是农业生产者之间的一员。如果你加入了一个雇佣了市场经理的合

46、作营销集团，而且你需要做的仅仅是生产好质量的苹果，你的生活就会容易多了。以你个人的力量不可能负担得起那个市场经理，但是作为一个由 15 个果园拥有者组成的集团，你可以把你的产品和资产结合起来以增加你想要从你的产品上获得的价格。 保 持更多的零售美元 这个好处已经在早先的一些论述中出现过。但是为你的经营增加一些财政收入加入合作营销的巨大动力。这个可以通过大宗购买来降低物资成本的方法来实现，也可以通过突破新市场，保持现有市场来增加收入，还可以在新的或者现有的市场争取一个更高的价格。 现在你在思考。那么，为什么不是每个人都是合作营销的成员呢？在合作营销的结果里有很多你在个体经验的时候不会面临的挑战。

47、作为一个个体，你是自己做决定，但是在合作营销的集团里，有很多成员都需要来同意集团的某一个决定。 合作营销的挑战，同意一个共同的使命 走向合作营销 协议的第一步是确认每一个个体都在同一个页面上。这是通过确认所有成员都有同一个目标。大部分时候，这个问题不存在与成员之间，即使大多数团体或者指导委员会成员认为他们都想要同样的结果。再次，一个促进者可以帮助集团推进这个进程，因为一个共同的愿景是向合作营销发展必不可少的。 信任和信息的共享 很多农业生产者已经独立运营很多年了，他们对合作营销的企业表示怀疑。建立成员之间的信任感，生成一个合作营销企业开放的信息分享平台是一个漫长的过程。这种信任必须在成员之间产

48、生以保持成员的忠诚，并且让企业在未来能够获得成功。你正打算 进入有这些成员的公司 ,如果你对人不太信任 ,为什么你要答应和这些人打交道呢 ?这是很多集团的一个主要障碍，但是很多的有促进作用的论述可以得到使用，这是那些对合作营销组织的人事上有经验的专家提出的。 团体动力学（民主集体决策和成本） 组织的集团动力取决于组织的大小。一个大型的合作营销企业会有一个管理长期计划和决策制定的董事会。但是在企业只有 20 个或者 25 个成员的时候所有的成员都可能需要参加决策。很多人都明白制定决策的民主进程保证了成员都被涉及到了，他们的意见都被处理过了，但是事实上这个进程会用更多的时间来作出决定 。这和民主多

49、数投票制度不同，会让计划的推进花费更多的时间。 缺乏成员承诺 成员会在一眨眼的功夫变得不忠诚。这种行为展示了成员入股集团，有对别的成员足够的信任，并且理解信息共享的重要性和在合作营销的组织里管理团体动力有多么重要。这个问题有时候会被签署一份合作协议所解决。如果你不同意签署这个协议，那么我认为三分之一以上的挑战还没有被解决。退一步讲，重新来看这个环境，让成员们知道在签署这个协议之前你在犹豫什么。这对一个成功的组织来说是有必要的。人类的天性告诉我们，如果一个成员能赚更多的钱，他会把我们的组织出卖给别 人。大部分的生产者就会选择只有利于组织成员的市场。 合作营销的总结 我们探讨了合作营销的定义，并且比较了合作营销的好处和挑战。那么合作营销企业适合你吗？只有你可以为你的管理做出正确的决定。有幸的是我已经给了你一些话题可以让你在加入之前参考一下。加入合作营销企业有如下好处：得到规模经济，进入新市场，接近专业服务，维持更多的零售美元，增加议价能力，并保存现有市场。这些能通过增加利润和效率来是你的经营得益，但是你在做最后的决定之前需要考虑一下挑战。这些挑战不是用来阻止你加入合作营销组织的