Studies On Agricultural Product Marketing And Its Problems In China

In China, agriculture has entered a new development stage. In domestic markets, as agricultural products in short supply have turned into regional surplus or structural surplus, their structure and amount of demands have changed remarkably. All the time the prices of agricultural products have been declining which results in the difficulties in sales. With China' WTO entry and opening of agricultural product markets, higher civil living conditions will sharpen the competition on domestic markets. Therefore, as a weak industry with low marketization, China's agriculture is facing severe challenges. To improve their competitive capacity on international markets and accelerate the reform of agricultural marketization, it is inevitable to practise agricultural marketing.This paper is divided into three parts. The first parts deals with the intension and the problems of agricultural marketing. Agricultural marketing means operations including production, harvest, processing, transport, wholesale, retail and service of agricultural products during transfer from producers to consumers. The features of agricultural product markets are analyzed, based on which the pattern of "agricultural marketing mix" strategy is studied. From the perspective of marketing mix theory, the problems and solutions on agricultural marketing are discussed. In the second part, under the background of China's WTO entry, agricultural marketing strategy in the age of economic globalization is put forward, which includes brand marketing, green marketing and network marketing. China's WTO membership signifies that its agriculture will be fused into the global markets with economic integration. Brand marketing is favourable for product division and market segmentation on international markets with intensive competition, in order to satisfy consumers' diversified demands. To realize sustainable development of economy and break through technological barriers represented by "green barrier" in international trade, green marketing of agricultural products has to be carried out. In the face of globalized markets and supported by the modem information technology and means, only network marketing of agricultural products can break through the regional limits of traditional marketing and form a global activity. The third part discusses how to perfect the environment of agricultural marketing from macroscopic perspective. The marketing is carried on in the environment of market economy. Because of the back-and-forth in China's agricultural marketization, there exists low degree of marketized agriculture, which inhibits agricultural marketing capacity. Based on a review of China's agricultural marketization, problems on agricultural marketing environment are analyzed, the macroscopic measures to perfect this environment and develop the marketing function are proposed.