Research On Promoting Shanxi Agricultural Products Industrial Value Chain Flow-based On The View Of Marketing

Through the statistical analysis of data related to the China StatisticalYearbook, and based on the countdown position of Shanxi province in thenational rankings of thousand hectares of agricultural output from1997to2009,the lowest compared with the neighboring provinces, we can see that ShanxiProvince agricultural development is slow and backward. The most basicquestion lies in the Shanxi Province agricultural industry value chain. Therefore,how to improve the flow of industrial value chain of agricultural products inShanxi province is the focus of this paper.Firstly, the article analyses the input factors of agricultural production inShanxi Province, and the result is the same as the scholars. Secondly, throughthe agricultural industrial chain and value chain analysis, obtains the path toenhance the agricultural industry chain in Shanxi Province, the one is that byextending and broadening the industry value chain can improve the added valueof agricultural industrial chain, and another is that through the agglomerationeffect of leading enterprises of agricultural products can promote the commondevelopment of first, second, third industry effectively and promote economicprosperity. Finally, because the most important part of determining theoperational performance of the agricultural value chain is the marketing, thispaper came to the conclusion that the basic method to enhance agriculturalindustry value chain flow of Shanxi province is to use the marketing strategictriangle model made by the world marketing master Philip Kotler effectively, tobuild agricultural marketing system of Shanxi Province, to adopt the concreteagricultural product marketing strategy and the tactic in view of Shanxi's actualsituation to not only expand marketing channels and markets, but also upgradeagricultural products' brand, image and popularity, which could convert thepotential market for agricultural products into the real market. Only to enhancethe flow of industrial value chain level of agricultural products in Shanxiprovince, and finally realizes the agricultural product value promotion, can wepromote the agriculture further development of Shanxi Province.