期刊名称：Journal of Agribusiness and Rural Development
印刷版ISSN：1899-5241
电子版ISSN：1899-5772
出版年度：2019
卷号：51
期号：1
页码：35-42
DOI：10.17306/J.JARD.2019.01121
出版社：Uniwersytet Przyrodniczy w Poznaniu
摘要：The Polish organic food market continues to be
a niche. Nevertheless, the market can function efficiently and
develop provided that several conditions are met, including
the optimization of the supply of raw materials and final products,
and the organization of effective distribution channels.
One of the key areas that require an in-depth analysis is the
question of efforts undertaken at all levels of the marketing
chain. Therefore, the purpose of this paper is to present the
distribution channels of the Polish organic food market, explore
the organizational limitations faced by this market, and
diagnose the reasons why distribution channel participants do
not cooperate with each other. In view of the findings of the
research conducted among three groups (producers, processors
and intermediaries), an attempt was made to identify successful
networking solutions. The prerequisites for the prospective
growth of the organic food market can be indicated.
According to the interviewees, initiating and implementing
collaboration as an element of marketing activities should
lead to desirable outcomes, including more efficient market
processes, especially as regards organic product distribution.
Actions based on the integration and combination of marketing
efforts should translate into market development. The creation
of short supply chains is one of the key solutions.
关键词：organic food market; organizational network;
marketing chain; building relationships
