Study On Marketing Issues Of Agricultural Products Due To Product Features In China

With the progress of agricultural science and technology and the increased governmental investment in agriculture, the agricultural product markets has transformed from shortage to structural surplus. Currently, structural surplus and "difficulty in selling" are very prominent, so the direct economic benefit of agriculture is decline and the farmer’s income grows slowly. We should transform from simple pursuit of quantity to pursuit of quality in order to realize the agricultural modernization by improving the marketing level of agricultural products, promoting the restructuring of agriculture production, improving quality and competitiveness of agricultural products, extending the industrial chain of agriculture and increasing the added value of agriculture. Taking agricultural products marketing as a target, this paper firstly reviewed the development process of agricultural products marketing in domestic, and then summarized the experiences of agricultural products marketing from abroad. Finally, it researched the marketing strategies by classifying the agriculture product in three types which were resource quantity (size)-based agriculture products, resource endowments-based agriculture products and labor-based agriculture products by using a combination of empirical and normative research methods, and made suggestions to strengthen agricultural marketing.(1) Classify agriculture products into three types due to different proportion of factor inputs, which are resource quantity (size)-based agriculture products, resource endowments-based agriculture products and labor-based agriculture products. Each type of agricultural products has different factor inputs proportion, leading to different basic elements, different marketing highlights and different marketing strategy. So the agriculture marketing is also be divided into three categories corresponding to the agricultural product classification.Namely, resource quantity (size)-based agriculture products marketing, resource endowments-based agriculture products marketing and labor-based agriculture products marketing.(2) Based on revealing the basic properties and transaction characteristics of agricultural products, the paper analyzed the selling plight and its root of agricultural products, and then deeply discussed the mechanism for the agriculture product marketing how to help farmers out of the selling plight. Defined the concept of agriculture product marketing, analyzed the characteristics of agricultural products marketing, explicated the objectives of agriculture product marketing, and lay foundation for subsequent research.(3) Reviewed the evolution of agriculture product marketing with three stages, which were production-oriented concept period, selling-oriented concept period, and marketing-oriented concept period, then summarized the evolution law of agriculture product marketing and analyzed the current situation and problems of agriculture product marketing. (4) Studied the typical pattern of agriculture product marketing with the United States, Japan, France, and the Netherlands, and summed up the experience of developed countries. What’s more, deeply discussed the inspiration the developed countries gave to us combined with the actual situation of China’s agricultural market.(5) Analyzed the characteristics of resource quantity (size)-based agriculture products, such as planting with a large but scattered area, economies of scale, strong unpredictability and function diversity, and then pointed out that the marketing orientation should focus on quality grading and standardization, developing a variety of uses, and expanding the industrial chain of agricultural products combined with the production characteristics. The marketing strategies should be chosen primarily for price marketing and relationship marketing. Build a corresponding evaluation index system based on the characteristics of marketing strategy. Price marketing is mainly based on the requirements of quality of classification and standardization, and we take Huantai wheat as an example of empirical analysis. Relationship marketing is based mainly on the requirements of agricultural value chain development. The paper conducts a game analysis on the conflict between channel members, and constructs an operating mechanism of relationship marketing including trust building mechanism, coordination mechanisms, and distribution mechanism. In the allocation mechanism analysis, the use of Shapley value provides a reasonable reference to the distribution of corporate profits between the supply chains.(6) On the basis of the characteristics of resource endowments-based agriculture products including regional, dominance, economies of scale and efficiency, proposed the marketing focus and strategy of such products with fostering product differentiation, extending the industrial products chain, improving the degree of product standardization and organization. Build a corresponding evaluation index system based on the characteristics of marketing strategy. Under the guidance of the marketing focus, the marketing strategies for resource endowments-based products should be product marketing and brand marketing. Product marketing should emphasize on the industrialization marketing, standardization marketing and quality marketing.At last, it selected Fuding white tea as a case of marketing analysis. And the brand marketing should focus on cultivating special regional brand, creating a good brand image, and paying attention to brand communication. As the regional brand has some features of public goods and externalities, there are a serious free-rider problem in the process of brand building and nurturing.This paper carried out a detailed game analysis, and propose a solutions from the perspective of industry intervention.(7) Discussed the characteristics of labor-based agriculture product with fresh, perishable, quality differences in complexity, and then put forth the marketing important points, marketing strategies and a corresponding evaluation index system.The marketing important points included meeting diversity consumer demand, product safety, accelerating the speed of circulation. The marketing strategies included green marketing and channel marketing.in the process of green marketing, analyze the game between agricultural enterprises, agricultural enterprises and consumers. In channels marketing, analyze the channel target, channel constitutes, channel design principles and channel selection mode, what’s more, select large groups of case studies of agriculture. After that, it selected Large Modern Agriculture Group as an example.(8) Then, put forth the countermeasures from three fonts with creating a good marketing environment, increasing efforts to support agricultural enterprises, and enhancing the level of organization and scale of agricultural operations to strengthen agriculture product marketing. The countermeasures included enhancing the level of agriculture product marketing, improving the quality of agriculture product marketing, and increasing the efficiency of agricultural product marketing.