农产品横向合作营销的困境及对策研究

“一般性广告”作为一种常见的纵向合作营销形式，在国内得到的研究关注较少。在农产品营销领域，一般性广告对农产品专业化生产可以起到重要的推动作用。论文针对一般性广告捐助中普遍的“搭便车”现象，进行理论分析，指出农户会面临一个“公共品困境”，这种困境实际上是农村合作组织面临的共同难题，最后从组织角度给出相关的政策建议。

Study on the dilemma of farm products horizontal co-marketing and the related solutions

As a normal form of the horizontal co-marketing, generic advertising at present is not comprehensively researched. In the farm produce marketing, generic advertising can promote effective specialized production of farm products. On the prevalent phenomenon of free-riding, by the theoretical analysis,the paper points out a design dilemma which is confronted with farmers: public good dilemma. The dilemma is a common problem which is faced by all forms of rural cooperation organizations. At last the paper presents some related policy advices.