On The Optimization Of Produce Marketing Channel Of Our Country

This assay at first has elaborated the research background of this topic and the present research situation of the foreign and domestic produce marketing channel. Then it carries on with the definition and theory about the produce marketing channel. That is: on analyzing the connotation of the produce marketing, it fully analyzes the composition of marketing channel, the goal of channel decision-making, the factors affect the channel constitution, the marketing channel theories and their limitation. And it believes that our research lags quite behind on produce marketing theory, specially the produce marketing channel theory. And then, this assay has made comparative analysis on the system of produce marketing channel home and abroad. From the analysis of the three typical forms of marketing channel in produce, which are marketing channel primarily by the transportation and sale of produce, marketing channel primarily by sold between the multi-layered brokers and marketing channel primarily by the transaction through interior relations. It comes to the problems we have in the produce marketing channel, such as the channel cost staying at a high level caused by the low technical level, the inflexible information circulation and outdated management, the main body on the up channel lacking competitive power caused by the universal low cultural quality, the ineffective information and blindly following others, the low technology content of the channel, the unreasonable investment structure. This assay also analyzed the characteristic of the American produce marketing channel: short channel, few link, high efficiency, centralized habitat market, having developed and high organized middling circulation organizes closely linking up the produce production and marketing and having developed processing and circulation industries. Together, it has analyzed the characteristic of Japanese produce marketing channel: many channel links, high circulation cost, standardization in channel management, legalize and the agricultural association taking on the link function between the producer and consumer. Based on the above, it proposed the disparity between our country and the above two countries in the produce marketing channel: the imperfect function in wholesale market, lacking middling organizes, not realizing the production and sale integration. Finally, this assay has make some proposition to optimize our produce marketing channel from the following four aspect: upgrade and expand on present wholesale produce market, develop the produce cooperative circulation organization, develop the integrated organization in produce production and marketing.