The Design And Management Of Shaanxi Apple Marketing Channel

With the supply of agricultural products from shortage to comparatively surplus and foreign agricultural products large amounts into our country after participating in WTO, the phenomenon of agricultural products which selling difficult is becoming serious. So,many areas paying their attention to reform and innovation in marketing channel of agricultural products. The marketing channel of agricultural products has a special important position in whole marketing strategy system of agricultural products. As one of the most international competitiveness advantageous agricultural products, the Shaanxi Apple marketing channel whether reasonable has a directly relation on Shaanxi Apple whether has competition ability in fierce market competitions.This paper taking marketing channel of Shaanxi Apple as object, exploring how to hoisting marketing channel capacity in present sales condition, researching how to breakthrough traditional model of marketing channel of Shaanxi Apple, creating a new and advisable marketing channel of Shaanxi Apple to promote Shaanxi Apple rapidly and effectively flowing to consumption field. It can realize the strategic target of sustainable development in economic social.Firstly, the paper take the fruits selling agent,leading enterprise,cooperative economic organization as marketing body of Shaanxi Apple. Secondly, the paper find the deficiency which exist in present marketing channel of Shaanxi Apple based on evaluate it. Then the paper design the selection index system of Shaanxi Apple marketing channel member and apply Matrix analyze model to scoring and sorting with present marketing channel member. After that, the paper establish the demand and predicted function of Shaanxi Apple and predicate its demand in future 15 years. The author create new marketing channel model of Shaanxi Apple based on research these problems, then has more digital expresses in operation management with economical flow, logistics and information flow of marketing channel of Shaanxi Apple. At last, the author provides some countermeasures for marketing channel of Shaanxi Apple.