Study On Marketing Model Of Agricultural Product Chain Management In Yangling Demonstration Zone

China government has attached great importance to agricultural development since the reform and opening policy were carried out. From 1980s, the Central Committee of the Communist Party of China has issued 13 "documents concerning agriculture issues" successively. As the agricultural product market has changed from the seller's market into buyer's market, the era of agricultural products undersupply has gone in China. However, with great achievements made in agricultural production, problems such as dull sales of agricultural products due to poor marketing of agricultural products have arisen. In recent years, it has become a hot issue and concern for researchers how to solve the current dull sales of agricultural products and high yield but poor crop income problems. Based on the above issues, the article starts with agricultural products marketing in Yangling Agricultural High-tech Industries Demonstration Zone, with the new modern chain management models, studies the establishing and constructing of marketing model of agricultural product chain management in Yangling Demonstration Zone. Therefore, through analyzing the current marketing of agriculture products in Yangling and reallocating the agricultural products operating resources available in Yangling, the paper aims to explore the establishing and constructing of new agriculture products operating models which are adaptive to the needs of the present agriculture products market development. In the paper, the author puts forward corresponding countermeasures according to the establishing and constructing of the model. The research is to provide innovative and valuable reference for improving marketing channels of agricultural productsBased on the above purposes, with combination of standards and empirical evidence, of qualitative and quantitative and of comparing and analyzing, the paper begins research on the establishing and constructing of marketing model of agricultural product chain management in Yangling Demonstration Zone. This paper consists of six parts. The first part mainly discusses the background of the study, purpose, meaning, ideas, methods, and innovation; the second part is a general statement of the research at home and abroad. It analyzes the current research on the agricultural product chain management, referring to documents and books on agricultural products chain management; the third part analyzes the basic theory of marketing of agricultural products. Comparing the basic models of agriculture products marketing channels in America and Japan, it summarizes the main features of the marketing channels in the two countries; the fourth part begins with the basic characteristics of chain operation and analyzes their respective features and differences of the basic models among the three chain management. It also analyzes the development of chain management at home and abroad, and leads an conclusion that chain management is a huge new potential operation model; the fifth part begins with the current situation of agricultural development in Yangling, analyzes marketing problems of agricultural products here and discusses how to establish and construct marketing model of agricultural products chain management which matches large scale production of agricultural products; and in the last part, the author puts forward specific suggestions and corresponding countermeasures according to the established marketing model of agricultural products chain management.