Research On Optimizing Marketing Channels Of China's Agricultural Products

The marketing channel of agriculture products refers to the way, the process as well as the reciprocity by which the agricultural products and the related services are transferred from the agricultural product producers to consumers. The construction and management of the marketing channels of agriculture products, which connects producing and consuming, at the same time relates the contents to people's need of food and the the improvement of life quality, is the key to the agricultural products circulation and the important link in the process of the entire society reproduces. The traditional pattern of agricultural products marketing channel based on seller's market gradually cannot adapt to our country's new circumstances of agricultural products marketing, then a series of problems are aroused in the marketing channel of agricultural products. The high cost, low efficiency movement of the most agricultural products in our country's marketing channel hindered the agricultural products'circulation from producers to consumers, suppressed the maximization of consumers'welfare and seriously restricted the agriculture industrial production development in our country. How to optimize and consummate the organization, the structure and the relations of the marketing channel of agricultural products, to make our agricultural products marketing channel be unimpeded and highly effective, to realize the agricultural products'fast circulation from peasant household to consumers and to solve the unsalable problems are important domain of the research on our country's marketing channel of agricultural products. This research attempts to make some exploring research on optimizing the marketing channel of agricultural products in our country to provide some help in promoting its efficiency.This research's basic mentality is, on the basis of the related concepts of agricultural products marketing channel, to summerize and analyze the researches on domestic and foreign agricultural products marketing channel, to induce systematically the research vein in optimizing the marketing channel and to discover the insufficiency in research. Taking the transaction cost theory, the marketing channel theory, the consumer behavior theory and the gambling theory as the theory tools, utilizating the methods of standard research and empirical study, this research analyzes the influential factors of the general characteristic and optimization in agricultural products marketing channel, the operation practice and the trend of development of overseas agricultural products marketing channel, the present situation and the problems of agricultural products marketing channel in our country, then discusses the elementary object and the main direction of optimizing our country's agricultural products marketing channel, and separately elaborates how to optimize our country's agricultural products marketing channel from three key fields, namely the organization optimization, the structure optimization and the relational optimization in marketing channel of agricultural products.This research's primary coverage and the viewpoint are:(1) This research concerns that there are two aspects that influence the optimization of agricultural products marketing channel; first, macroscopic factor, including macro economic development trend, social politics, culture, legal factor, market and competition, technological development, benefit and goal factor; Second, the microscopic factor, mainly including agricultural products'own attribute factor and consumers'consuming behavior choice factor to the agricultural products. The survey on the agricultural products purchase places in Jinan consumers demonstrates that the supermarkets have a more obvious superiority in those influencing factor aspects such as products, environment and service, and have the tendency to play the role as the terminal of the agricultural products retails.(2) After analyzing the operation practice of the agricultural products marketing channels in advanced countries, this research summarizes three obvious optimizing tendencies which the agricultural products marketing channel has: the tendency of agricultural products marketing channel's highly organization, the tendency of structure's flattening, moderate and multiplex in agricultural products marketing channel and the tendency of cooperation in the relationship of agricultural products marketing channel.(3) This research reviewed the evolution process of agricultural products circulation system in our country, analyzed the present development situation of agricultural products trading market on the basis of the statistical data and the predominant types of agricultural products marketing channel in our country, namely marketing channel mainly by agricultural products transportation and sale, the agricultural products marketing channel with several middle retails and the agricultural products marketing channel primarily with"processing + sale"pattern. Several problems exist in our country's agricultural products marketing channel such as in the organization degree of agricultural product marketing channel is low, agricultural products marketing channel emissivity is weak, the agricultural products marketing channel internal relations are unstable, the agricultural products marketing channel efficiency is inferior, the agricultural products quality is bad, the trading mode in agricultural products marketing channel is backwards, the agricultural products wholesale market cannot meet customers'need and the management of agricultural products marketing channel lag with difficulty and so on.(4) This research believed that five elementary objects should be achieved in optimizing our country's agricultural products marketing channel, namely the highly effective movement, channel security, product quality, customer satisfaction as well as the channel's self-development. To achieve these five goals, the agricultural products marketing channel must have nine optimized directions; they are standardization and formalization of agricultural production, informationization of marketing channel process, brand of agricultural products, organization of channel, moderation of channel pattern, standardization of transaction form, functionalization of wholesale and retail markets, high effeciency of physical distribution allocation, cooperation of channel system relations and so on. From the point of the key field of optimization, agricultural products marketing channel's optimization in our country may be carried on from three aspects, namely the optimization of marketing channel organization, the optimization of the marketing channel structure and the optimization of marketing channel relations. Agricultural products marketing channel organization is the elemental unit which constitutes the agricultural products marketing channel; agricultural products marketing channel structure is the disposition and the constitution in the marketing channel; agricultural product marketing channel relations are the mutual influences in the marketing channel organizations, and they are complementary, mutual one to another and indispensable.(5) The optimization of our country's agricultural products marketing channel should be carried on from three key fields. First of all, to optimize the agricultural products marketing channel organization, taking farmers'cooperative organization or the leading agriculture enterprises as the agricultural products marketing channel organization main body, to achieve the final goal of the formalization the standardization of the agricultural products marketing channel organization; Next, to optimize the agricultural products marketing channel structure, specifically to optimize the agricultural products marketing channel's level structure, width structure and breadth structure, at the same time to help farmers'cooperative organization realize the optimization of the production link in agricultural products marketing channel, wholesale market middle link of agricultural products, terminal retails of agricultural products in chain-like supermarkets and fresh supermarkets; Finally, to optimize the agricultural products marketing channel relations; after the gambling analysis of agricultural products marketing channel relations and the structure analysis of the power of agricultural products marketing channel, this research believed that the optimization of our country's agricultural products marketing channel relations should take the win-win cooperation, the value chain, the pledge-and-trust as the basic idea, and realize the relational optimization through the two patterns of integration and alliance.