Research On Marketing Channel For The Red Jujube In Xinjiang

With the structural adjustment of forestry industry in Xinjiang and the enhancement of the forestryindustrial system dominated by the characteristic fruit industry, red jujube has become the most fastgrowing tree species since the vigorously developing of fruit industry in Xinjiang. Owing to its scaleexpanding yearly, the area of red jujube entering the full bearing period also grows year by year. At themean time, the large promotion of its output causes the sale problem awaited to be solved urgently. Theaccessible marketing channel directly influences the sale of red jujube and the growth of the farmers’income. Therefore, marketing channel plays a more and more important role in the development of redjujube in Xinjiang. Thus, research on marketing channel for the red jujube of Xinjiang is extremelyessential.In order to master the marketing channel structure of red jujube in Xinjiang and analyze its correlationinfluential factors, we mainly carry out the investigation in Urumqi and the peripheral cities, classify andsummarize the marketing subject and the channel type based on the dealers’ perspective, present thestructure and existing problems. On this foundation, we have collected relevant information and data,carried on the descriptive statistical analysis and the factor analysis for the influential factors of theXinjiang red jujube marketing channel, then get the influential factors that affect the channel selection ofthe dealers, discover that the stability of channel choice is related to three factors, they are respectivelyeconomic stability factors, internal factors and external environmental factors of the channel.This paper respectively obtains experience in the marketing channel construction of the advancedcountries such as United States, France, the Netherlands, Japan, South Korea, concludes the correspondingenlightenment that to build a good marketing channel, we should standardize and enterprise the agriculturalproduction, strengthen and improve the subjects of marketing channel, diversify trade mode, make theinformation networked; as well as the experience of our domestic provinces such as Heilongjiang,Guangdong, Shandong and Hebei, draws suggestions that we should diversify the marketing channels,strengthen the construction of infrastructure and we may be able to adopt the way of auction..This paper suggests that, in the red jujube marketing channels of Xinjiang, we should vigorouslydevelop the red jujube farmers’ professional cooperative organization and leading enterprises, perfect thewholesale market, improve the marketing channels in various measures. Also, government should continueto play a guiding role, so as to comprehensively promote the construction of the red jujube marketingchannels in Xinjiang.