Research On Optimizing Marketing Channels Terminal Of Agricultural Products

Nowadays, marketing channel terminals of agricultural products are just in the period when the old style is dying down while the new one is emerging in China. Therefore ,its optical direction and basic methods are in urgent need both for theoretical and for practical instruction .This paper attempts to study some facts of agricultural products marketing channels terminal and finally put forward the optimization objectives and countermeasures based on the analysis of consumer behaviors and evaluation of corporate performance . In order to achieve the promotion in end-product quality, customer satisfaction, operational efficiency and stable development , we need to take measures to support the development of fresh supermarket ,regulate and upgrade agricultural retail markets ,improve related regulations and facilities and promote the development of modern agricultural logistics.This paper consists of four sections. The first part, it's Chapter I ,brings up the problem in which the author discusses the background and significance of this research as well as it's supported theories , study methods and thinking of the paper .The second part, ,it's Chapter II, describes the problem in which the author discusses some issues related to the agricultural marketing channel terminal, including the characteristics of agricultural products sales, the factors of agricultural marketing channel terminal, as well as the main problem of agricultural products marketing channels terminals in China. The third part analyzes the problem ,it's Chapter III and IV in which Chapter III examines consumers choice of the place ,with the empirical survey methodology while Chapter IV evaluates agricultural product marketing channel terminal business performance based on the Analgtic Hierarachy Process. The final partial, it's Chapter V and the concluding remarks, solves the problem in which the author puts forward optimization objectives and measures of agricultural products marketing channel terminals, summarizes up the shortcomings of this study and finally predicts the future.