Study On Marketing Of Agricultural Products Of Suburban Agricultural Cooperatives At The Agriculture Super-butt Mode

With the development of national economy and Productive forces, the supply ofagricultural productions have been changed from shortage to surplus, which directlyleads to the phenomena that it is hard to sell all the agricultural productions. At thesame time, the model of agricultural demand has also been changed fromquantity-centered to quality-centered as the improvement of people’s life. Due to thelow-level of infrastructure and relative small-scale, traditional agricultural productionmarket cannot settle the sale problems as well as guarantee the quality of productions.Central Document No.1of2009put forward ‘to support Super-butt betweensupermarket chains and Agricultural products logistics enterprises’, which opened theprelude of the "agriculture super-docking" in all directions. AgriculturalSuper-Docking not only provides a platform for sellers, but also provided a betterconsuming environment. With the support of Ministry of Commerce, Ministry ofAgriculture, the Ministry of Finance and other departments, supermarkets andagricultural cooperatives has been participated, which made the super-butt going well.Response to the call of national policy, Changchun City also promoted thesuper-butt. The first agricultural super-butt Fair that is signing ceremony held in theAgriculture Expo, on August18,2011, which, stands for the super-butt has been madebetween supermarket and farmers. This paper chose ZHONGYI AgriculturalCooperatives and OYA supermarket as examples, based on the real survey, interview,data analyses, and Marketing Theory, The transaction cost theory, to study theAgricultural Cooperatives on status, existing problems and suggestions against thebackground of Agricultural Super-butt.This paper is divided into Six Chapters:First Chapter:“Presentation”, which introduced the goal, significance, status ofstudy abroad&domestic, study method and main content.Second Chapter:“Definition and Theories”, which defined relating concepts ofAgricultural production Marketing, Agricultural Cooperatives and AgriculturalSuper-butt, and then introduced relative theories.. Third Chapter:“Problems analysis”, which used SWOT analysis to analyze theadvantages&disadvantages, Opportunities&Threatens, then summarized theexisting problems.Fourth Chapter:“Target Market Analysis”, which analyzed Agricultural marketand price positioning, then made relative strategy that including production, price andmethods.Fifth Chapter:“Benefit analysis”, which analyzed the Benefit from Agriculturalsuper-butt and Consumer surplus.Sixth Chapter:“Conclusions”, which stated the conclusions, finally look forwardto the future.