II. THI TRI/CING NONG NGHIEP
1. Ban chat va churc nang cua thj trirdng nong nghiep
Xet ve mat lich sir, thi trudng xuat hien va phat trien cimg vdi su phat sinh,
phat trien cua san xua't va trao doi hang hoa. Mdi ddu la su trao doi true tiep bang hien vat. Mai sau nay khi tien te ra ddi va ddng vai trd trung gian, tien te giu chuc nang dinh gia cho moi hang hoa trao doi tren thi trudng. 6 nude ta, tir khi chuyen sang co che kinh te mdi, thuat ngu thi trudng dupe su dung rat rong rai trong hoat dong thuc tien va tren cac sach bao kinh te. Vdi nhung cach thtic su dung thuat ngu thi trudng theo nhting ngu y khac nhau, da hinh thanh nhung cum tti da dang: thi trudng dau vao, thi trudng dau ra, thi trudng phan bon, thi trudng lua gao... gan day cung xua't hien nhung cum tu tuong tu de chi nhung thi trudng cao cap dang hinh thanh d nude ta nhu: thi trudng von, thi trudng tai chmh ndng thdn, thi trudng chting khoan v.v. Ngudi ta lai cung co the su dung thuat ngu thi trudng the’ hien khfa canh vi tri khong gian cua su trao doi hang hoa nhu: thi trudng ndng thdn, thi trudng thanh pho, thi trudng noi dia, thi trudng quoc te', thi trudng khu vuc ASEAN...
Xet ve phia ket qua cua cac cuoc trao doi hang hoa, ke ca trong trao doi hang hoa gian don true tiep vat lay vat hay trao doi co dung tien lam trung gian, thi ket cuc cua moi cuoc mua ban tren thi trudng deu la su chuyen giao quyen sd huu mot vat gi dd tti ngudi chu nay sang ngudi chu khac vdi mot gia ca nhat dinh do ho thoa thuan dinh ra. Ndi cach khac, neu khi cd su chuyen giao quyen sd huu mot vat gi dd thi cfin cd su dinh gia vat do tren thi trudng. Qua trinh dinh gia vat trao doi tren thi trudng hang hoa goi la qua trinh mac ca hay dam phan gia trong thuong mai. Duong .nhien, dam phan thuong mai khong chi la dam phan gia mac du dam phan gia ca la noi dung quan trong nhat. Moi cuoc dam phan thuong mai gitia hai ben ban va mua trong nen kinh te thi trudng phat trien cao deu mang lai ket qua la hinh thanh dupe mot tap hpp cac thoa thuan cu the ve viec mua ban mot loai hang hoa hay dich vu cu the lien quan de'n nganh ndng nghiep.
Nhu vay, thuat ngti thi trudng dupe cac nha kinh te su dung vdi tfnh cach la mot pham tru kinh te hoc trtiu tuong. Cum tti "thi trudng ndng nghiep"
dupe su dung vdi ngu y pham tru thi trudng dupe su dung cd lie n quan den nong nghiep nong thdn. Ve ban chat, thi trudng nong nghiep ndi chung dupe
hieu la mot tap hap nhung thoa thuan, dua vao do md cac chu the kinh te trong va ngoai nganh nong nghiep co the trao doi duac cac hang hod ndng san hay cac dich vu cho nhau.
Cung giong nhu trong bat ky nganh kinh te nao cua nen kinh te quoc dan, trong nong nghiep, sir phat trien cua thi trudng tuy thuoc trinh do phat trien cua ky thuat san xuat, trinh do chuyen mon hoa cua nganh va cua cac vung nong nghiep. Trong dieu kien nen nong nghiep kem phat trien, ty suat hang hoa chua cao, cac cuoc trao doi quyen so huu cac san phdm thuong di£n ra true tiep giua nong dan vdi ngudi tieu dung thuc pham. Phan ldn cac ho nong dan dem cac san pham du ngoai phan tieu dung den cac cho dia phuong de ban cho nhung ngudi tieu dung khac. Trong dieu kien nen kinh te phat trien, ngudi ta ft tieu dung true tiep cac nong san tho hon. Phan ldn cac nong san tho sau khi thu hoach deu phai trai qua nhung khau che bien nhat dinh theo nhung yeu cau nhat dinh ve chat lupng, tham my, dinh dudng, ve sinh, v.v. vdi nhung trinh do ky thuat khac nhau, roi thong qua he thdng thuong nghiep ban le de den vdi ngudi tieu dung cuoi cung. Nhu vay la cung vdi sir phat trien ngay cang cao cua san xuat va trao doi hang hoa trong nong nghiep, thi trudng nong nghiep phat trien ngay cang phuc tap. Tfnh chat phuc tap va da dang cua thi trudng nong nghiep la do tfnh da dang trong nhu cau tieu dung cac loai nong san thirc pham cua ngudi dan d thanh thi hay nong thdn. Tuy nhien, neu ta coi mot loat nhung bien doi ve quy£n sd huu va cac qua trinh kinh te - ky thuat lam cho san phaim tir nhirng ngudi san xuat ndng nghiep (cdng ty nha nude, hpp tac xa, ho nong dan...) den tay ngudi tieu dung cuoi cimg la nhung day chuyen marketing thi cd rat nhieu day chuyen khac nhau tuy thuoc dac diem san xuat va tieu dung m6i loai nong san nhat dinh. Vf du, thit cd the ban cho tieu dung true tiep d chp nong thon, hoac cung cd the dem che bien thanh cac loai san phaim thirc pham da dang de ban cho ngudi tieu dung trong nude hoac quoc te. M6i day chuyen marketing noi tren tuy khac nhau nhieu ve thdi gian, khong gian, hinh thu'c bien doi cua san phaim, cac chu the quan he mua ban... nhung chung deu co the dupe xem xet tren hai mat:
- Co cau to chirc ciia m6i day chuyen tuy thuoc loai hinh kinh doanh ciia nhung ngudi ndm quyen sd huu san phaim d diem nao dd tren day chuyen.
- Chu'c nang hoat dong tao ra gia tri dupe thirc hien d moi khau tuy thuoc vao nhung chi phi thu gom, che bien, van chuyen, bao quan... ma nhung nguoi kinh doanh hoat dong tren day chuyen da thuc hien.
Viec di theo nhung day chuyen marketing khac nhau de hieu co cau to chirc cua thi trudng nong nghiep khong lam mat di sir khac nhau ban chat giua marketing nong nghiep vPi thi trudng nong san. Hien nay d nong thon nude ta, nghe xay sat gao bang may xat nho rat phat trien, dam nhan phan ldn viec xay sat thue cho ngudi tieu dung nong thon. Chu xay sat chi lam thue de lay cdng chu khong co quy6n sd huu cac san pham xay sat, ndi cach khac ho chi lam dich vu. Sau Nghi dinh 388 cua Chmh phu (nam 1991), trong nong nghiep hinh thanh md hinh to chuc theo cdng ty. Co nhung cdng ty kinh doanh vdi phuong thuc thdng nhat theo nganh doc nhu Cong ty mia dudng Lam Son chang han. Cong ty co nhiem vu nam tir khau trong mia, che bien dudng cao cap, bo vdn dau tu hoac to chu'c cac hoat dong van chuyen cho tdi khau ban buon san pham dudng. Cac khau mat xfch tir nong san nguyen lieu, mua gom, che bien, cho tdi khau ban buon dupe hpp nhat thanh mot dau mdi quan ly. Nhu vay, van de cd tinh nguyen tac the hien ban chat cua thi trudng va do do trong tam phan tfch thi trudng, la m6i lan chuyen giao quyen sd hiru deu keo theo mot lan dinh gia, do do se co mot he thdng gia, dira vao do tao lap sir can bang cung cau tren thi trudng. Gia ma nong dan ban cho thuong nhan goi la gia ciia ngudi san xuat hoac gia nong trai. Gia ma thuong nhan ban cho xf nghiep che bien goi la gia ban buon... Gia ban le la gia hinh thanh d lan chuyen giao cuoi cimg quyen sd huu tir ngudi ban le sang ngudi tieu dung nong san thirc pham.
Lap luan tren day cung hoan toan phii hpp vdi thi trudng cac yeu td dau vao cua san xuat nong nghiep, vf du nhu phan bon, thuoc trir sau, may moc...
d day ngudi nhap khau dupe coi la mat xfch dau tien cua day chuyen va ho nong dan la ngudi tieu dung cuoi cimg cac yeu td san xuat dd, cung co chuc nang tao them gia tri cho cac yeu td san xuat da sir dung.
1.2. Chufc nang
Ban chat ciia thi trudng nong nghiep con the hien d nhung chuc nang ciia
no. Voi tfnh cach la mot pham tru kinh te, thi trudng nong nghiep co nhung chuc nang co ban sau day:
- Chuc nang thua nhan.
Moi yeu to dau vao cua san xuat va dau ra cua nong san hang hoa deu thuc hien dupe viec ban, tuc la chuyen quyen so huu no vdi nhung gia nhat dinh, thong qua viec thuc hien mot loat cac thoa thuan ve gia ca, chat lupng, so luong, phuong thuc giao nhan hang... tren thi trudng. Churc nang thua nhan cua thi trudng the hien d ch6 ngudi mua chap nhan mua ndng san hang hoa cua ngudi ban va do vay hang hoa da ban dupe. Thuc hien chu’c nang nay nghia la thira nhan cac hoat dong san xuat nong san hang hoa va mua ban chung theo yeu cau cac quy luat cua kinh te thi trudng.
- Chuc nang thuc hien.
Hoat dong mua va ban la hoat dong ldn nhat, bao trum nhat cua thi trudng.
Trong nen kinh te thi trudng phat trien, moi yeu td dau vao cho san xuat va dau ra cua san pham chii yeu d£u dupe tien te hoa thi hoat dong mua ban la co sd quan trong quyet dinh cac mdi quan he kinh te giua cac chu the kinh te.
Chuc nang thuc hien cua thi trudng the hien d ch6, thi trudng thuc hien hanh vi trao ddi, thuc hien can bang cung cau tirng loai hang hoa, hinh thanh gia ca va thuc hien gia tri cua cac nong san pham.
- Chuc nang dieu tiet kfch thfch.
Nhu cau thi trudng la muc dfch dap ung ciia moi qua trinh hoat dong san xuat - kinh doanh. Thi trudng vira la muc tieu, vira la dong lire thuc day cac chii the kinh te. Day chmh la co sd khach quan de thuc hien chirc nang dieu tiet kfch thfch ciia thi trudng. Thuc hien chuc nang nay, thi trudng cd vai tro quan trong trong viec phan b6 va sir dung hpp ly cac nguon luc khan hiem ciia dat nude vao san xuat ndng nghiep noi chung cung nhu tirng phan nganh ciia nong nghiep noi rieng.
- Chuc nang thdng tin.
Co nhieu kenh thong tin kinh te. trong do thong tin thi trudng la rat quan trong. Chuc nang thong tin thi trudng bao gom: tong cung, tong cau ndng san hang hoa. co cau cung cau cac loai nong san hang hoa, chat lupng. gia ca
hang hoa, tham chi ca thi hieu, cach thtic, thoi quen tieu dung cua nhan dan v.v. Nhting thong tin thi trudng chmh xac la co sd quan trong cho viec ra cac quyet dinh cua ngudi san xua't.
Cac chtic nang neu tren cua thi trudng ndng nghiep cd mdi quan he chat che vdi nhau, lam cho thi trudng the hien day du vai tro ban chat cua minh.
Chtic nang thtia nhan la quan trong nhat, co tfnh chat quyet dinh. Chting nao chtic nang nay dupe thuc hien thi cac chtic nang khac mdi phat huy tac dung.
Mat khac, khi chtic nang thtia nhan da dupe thuc hien ma cac chtic nang khac khong the hien ra thi chac chan da cd nhung yeu to phi kinh te nao dd can thiep vao thi trudng lam cho no bi bien dang di.