Integration And Management For The Marketing Channel Of Agricultural Production Goods By The Value Chain

Basing on empirical problems, this paper analyzes the important influence of marketing environment on marketing channel of agricultural production goods and the changed characteristics of marketing channel of agricultural production goods, and suggests that marketing channel of agricultural production goods in China should promote creative integration and management to enhance the competitive ability of our country's agricultural production goods industry. Value chain as a useful tool of analyzing corporation competitive ability provides a new way for the integration and management.Under this train of thought, I firstly compare the marketing channel of agricultural production goods and value chain, and conclude that the function of marketing channel of agricultural production goods must base on the value created by the value chain and it should satisfy the value need of customers. It is the main goal of the marketing channel of agricultural production goods based on value chain integration and management. Then, I analyze the goal and principles of value chain integration, the mode of integration which includes crosswise integration, longitudinal integration and mixed integration, and the ways of integration which includes value chain regrouping, strategy allying, disassemble of value chain, gathering effect of agricultural trade market, and also analyze the risk of integration and something that we should pay attention to. Lastly, I analyze the content of the value management of the marketing channel of agricultural production goods which includes three points: Strengthening the strategic position of customer value in the value chain management; dealing well with the relationship of members in different value chain nodes and the management of the channel conflict; developing the core ability of corporations at the channel value chain nodes.This paper is useful for practice.