Research On Optimizing Marketing Channels Of Fresh Agricultural Products In Changsha City

With the continuous improvement of modern agricultural, the traditional marketing channels of agricultural products have not adapt to the new situation of market economy and the needs of the development of agricultural products marketing. Due to its characteristics, fresh agricultural products have more strict requirements than other products in marketing channels. In using literature research, field survey method, case analysis and so on, the article has conducted the system research to fresh agricultural products marketing channel in Changsha, has a strong regional, hoping to be able to do in previous research in this area on the basis of the theory and play a role in guiding practice in the establishment of Changsha fresh agricultural products marketing channel.The article first introduces the current situation of fresh agricultural products market in Changsha, and points out the existing main raw agricultural products marketing channel:the traditional marketing channel, vertical marketing channel, more levels to participate in the marketing channel and processing enterprises to participate in the wide marketing channel. And then the author through the analysis of the collected data, discusses the common problems of Changsha fresh agricultural products marketing channel:low efficiency and high cost, poor adaptability and low controllability, weak service. The article thinks that the main reasons of Changsha fresh agricultural products marketing channel are the relationship between marketing channel members loose, fresh agricultural products enterprises on the importance of the construction of marketing channels cognition deficiency, fresh agricultural products marketing channel management improper, many enterprises do not take the fresh agricultural products marketing channel innovation and local government support for fresh agricultural products marketing channel construction is not enough, etc.Aiming at the causes of these problems, the article puts forward the countermeasures on the construction of fresh agricultural products marketing channel of Changsha:improve the cognition of fresh agricultural products marketing channel construction, develop and expand raw agricultural products marketing channel leading enterprises, establish production and sales integration of marketing channel, strengthen the construction and management of fresh agricultural products marketing channel, conform to the requirements of the era of marketing channel innovation pattern and fight for the local government’s support for fresh agricultural products marketing channel construction. Finally, fresh fruit with Changsha as an example, the article put forward two kinds of optimization of marketing channel. One is fresh fruit wholesale market as the leading marketing channel, another is the supermarket of fresh fruit marketing channel.In the future, research on Changsha city fresh agricultural products marketing channel can start from purchasing behavior main body combining with consumer behavior effects on marketing channels, and also can research the channel structure of a relational join system, how to balance the interests of all parties, how to establish an effective understanding of agricultural products circulation channel structure and value-added process, etc.