Study On The Marketing Modes And Developing Strategy Of Agricultural Products In Wenzhou

As the socialistic marketing economical system improved constantly, agricultural marketing effected distinctly in the promotion of production, guide consumption, promote agriculture economic restructuring and development mode. How to strengthen agricultural marketing research is particularly important when facing fierce competition in domestic and foreign markets as well as the contradiction between agricultural supply and demand. Developing agricultural economy, promoting rural reform and development, solving the "three rural" issue, should not only adjust agricultural structure, improve agricultural production, but also strengthen and pay more attention to agricultural marketing, play government's role fully in agricultural marketing and establish scientific and effective marketing strategy to effectively solve problems in agricultural marketing.After 30 years of exploration and reform, the Wenzhou agricultural products sales market has initially established a market economy system of agricultural products flow which market-regulated is the priority and government's macroeconomic regulation and control is supplement. However, the micro-level agricultural marketing system is not perfect, the low efficiency of agricultural marketing deal, the "small production and big market" contradictions still stands out. The main purpose of this paper is that, by analyzing the status of agricultural marketing and the existing main problems, through analyzing agricultural products marketing pattern of Wenzhou City, lessons learned, problems solved. Through explore the issue of Wenzhou agricultural products marketing system development strategies, establish high trade efficiency, safe and orderly, new agricultural products marketing which can fully meet the customer's need.In this paper, the basic idea and the logic in the analysis is, on the base of analyzing Wenzhou agricultural production and agriculture economy development, through investigation of the main body of Wenzhou agricultural products market, sum up the characteristics and practice of agricultural products marketing pattern in marketing leading agricultural enterprises, professional cooperatives of farmers, tourist agriculture, agricultural products network sale and agricultural products supermarket sale, explain and demonstrate the theoretical basis and practical necessity of building new agricultural products marketing system. Analyze the problems and shortcomings of traditional agricultural marketing mode, synoptically put forward the advantage and its limitations of the five current marketing mode in this paper. And then puts forward the basic idea of agricultural products marketing system's innovation and reform. In the study, using methods which standardized analysis combined with empirical analysis, logical deduction combined with induction, qualitative combined with quantitative analysis and comparative research.Paper is divided into three parts. The first part is first chapter introduction, mainly account for the background and significance of the research paper, research contents and methods as well as domestic and overseas research review, the main body and effect of traditional agricultural marketing. The second part is Wenzhou current agricultural marketing mode analysis, mainly describes the production profile of Wenzhou agriculture and actuality of agricultural products marketing, analyze the main problems of current agricultural marketing system. The third part is ideas and suggestions of agricultural marketing system reform and innovation. This paper focuses on the main agricultural sales mode in existing agricultural marketing system, namely the five agricultural sales modes like leading agricultural enterprises, professional cooperatives of farmers, tourist agriculture, agricultural products network channel and agricultural products supermarket channel discussed them in depth. Propose specific ideas and suggestions of the development of agricultural marketing system reform and innovation.This paper described the basic situation and status of Wenzhou agricultural production and marketing of agricultural production. Analyze the traditional agricultural marketing body and existing problem, explain improve the existing agricultural marketing model's necessity and practical significance. Meanwhile, use survey data, carry out the empirical research.This paper carry out a general description of current agricultural marketing model in Wenzhou, in accordance with national macro-policy environment, mainly processed a depth research of five aspects in leading agricultural enterprises, professional cooperatives of farmers, tourist agriculture, agricultural products network channel and agricultural products supermarket channel, summarize main features, main practices and successful experiences. Through in-depth analysis and discussion, put forward development ways in seven aspects according to the reform and innovation of Wenzhou's agricultural marketing mode:changing concepts and improve understanding of agricultural marketing; cultivating the main body of agricultural marketing, promoting the process of agricultural markets; training versatile talent of agricultural marketing; speeding up the construction of logistics distribution system of agricultural products; perfecting protection and support policies of agricultural products; enhancing government capacity of guiding services; reducing and spreading business risk of agricultural products as well as enhancing production enthusiasm.