管理评论

管理评论 ›› 2021, Vol. 33 ›› Issue (9): 155-168.

• 市场营销 • 上一篇    下一篇

基于信任度的农资营销社会网络中关键农民选取及应用

李纲, 张铎, 完颜亚茹, 梁姣姣, 杨雪   

  1. 华北水利水电大学管理与经济学院, 郑州 450046
  • 收稿日期:2020-07-06 出版日期:2021-09-28 发布日期:2021-10-09
  • 通讯作者: 杨雪(通讯作者),华北水利水电大学管理与经济学院教授,博士生导师,博士
  • 作者简介:李纲,华北水利水电大学管理与经济学院教授,博士生导师,博士;张铎,华北水利水电大学管理与经济学院博士研究生;完颜亚茹,华北水利水电大学管理与经济学院硕士研究生;梁姣姣,华北水利水电大学管理与经济学院硕士研究生。
  • 基金资助:
    国家社会科学基金项目（15BGL087）；河南省高等学校哲学社会科学优秀学者资助项目（2019-YXXZ-14）；河南省重点研发与推广专项（202400410045）；河南省软科学项目（172400410353）。

A Study on Key Farmers' Selection and Application Based on Trust in Agricultural Materials Products Marketing

Li Gang, Zhang Duo, Wanyan Yaru, Liang Jiaojiao, Yang Xue   

  1. School of Management and Economics, North China University of Water Resources and Electric Power, Zhengzhou 450046
  • Received:2020-07-06 Online:2021-09-28 Published:2021-10-09

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摘要： 以往研究从线上社会网络的视角，分别探讨了网络节点间信任度计算和关键节点选取等问题。本文则从线下社会网络出发，利用六度分离理论、社会网络理论和人际信任理论，根据来自中部、西部典型农村的37份和46份问卷调研数据，整理出农民的交流关系表，构建农资营销社会网络，开展信任度计算和关键节点（农民）选取的整合研究。研究发现：（1）农资营销线下社会网络可以简化为以某一农民为根节点的农资营销社会网络层次图，且不超过六层；（2）借助网络层次图，可以通过熟悉性和相似性计算农民之间的信任度，以及每一位农民在该网络中的信任度；（3）在农资营销社会网络中，关键农民的信任度显著高于其他农民，其在该网络的中间中心度也显著高于其他农民。实例分析显示，关键农民通常在村里兼具行政领导、农资零售商/代理商、农业技术员、种地能手/大户等多种角色，具有较高的受教育水平和良好的人际关系。因此，实践中可以从担任这些角色的农民中寻找关键农民，并采取针对性的农资营销策略，从而应对农资营销市场的信任危机。本文将对信任度和关键节点的选取从线上社会网络扩展到线下网络，拓展了现有理论研究；研究结论对农资零售商如何选择关键农民，充分发挥关键农民的作用，制定合理的营销策略提供了有益的理论指导。

关键词: 社会网络, 信任度, 中间中心度, 关键农民

Abstract: Previous studies have discussed the trust degree calculation among network nodes and key nodes selection from the perspective of online social networks. Based on the six degrees of separation, social network and interpersonal trust theory, this paper builds two social networks of farmers by using 37 and 46 questionnaires from a typical rural village in the central and west part of China, and then proposes a method of calculating the trust degree of farmers in the social networks. The results show that the social network of agriculture marketing is simplified as a network figure with different levels. Then the key farmers in the simplified social network are identified by analyzing the degree of trust and the betweenness centrality. In addition, the case study indicates key farmers always play several roles in the village, such as the leader, retailer of agricultural materials, agricultural technicians and large farmers, who always have a good education and good relationships with others. So, an effective marketing strategy for agricultural materials is proposed based on the key farmers. This paper not only enriches the study of the trust degree and the identification of key nodes in the social network, but also inspires agricultural material retailers to formulate a reasonable marketing strategy aiming at key farmers.

Key words: social network, trust degree, betweenness centrality, key farmers