The Research Of Optimization About Agricultural Products Marketing Channel In China

Organic agricultural products marketing channel is refers to the way,process as well as the relationship between each other of agricultural products and related services transfered from agricultural producers to consumers through a series of interdependent organizations or individuals. Organic agricultural products marketing channel construction and management is the key to the circulation of agricultural products. Organic agricultural products marketing channel in China run high cost, low efficiency, hindered the flow of organic agricultural products from producers to consumers, restrain the maximization of consumer welfare, restricted the development of organic agriculture industrialization in our country seriously. The important areas of organic agricultural products marketing channel research in China is how to optimize and improve the organic agricultural products marketing channel organization, structure and relations, organic agricultural products in China sales channels, high efficiency, to achieve the rapid transfer of organic agricultural products from producers to consumers, solve the problem of low trust of organic agricultural products, such as the market failure, and so on. This research attempts to make exploratory research on organic agricultural products in China sales channels optimization, in order to help to promote the efficiency of organic agricultural products marketing channel in China.The basic train of thought of this study was, research and analysis of organic agricultural products marketing channel at home and abroad, the system summed up marketing channel optimization research venation, discovery the defects in the organic agricultural products marketing channel of China in a clear concept of on the basis of organic agricultural products and green agricultural products, pollution-free agricultural products, common products related.This chapter analyzed and discussed the basic goals and main direction of agricultural products marketing channel optimization through Marketing channel theory, consumer behavior theory and game theory as the theoretical tool, norms and empirical research methods, the characteristics and optimization of organic agricultural products marketing channel, influence factor, the development trend organic agricultural products sales channels operating practices abroad, the present situation and problems of organic agricultural products marketing channel, and then discussed how to optimize our country’s sales channels of agricultural products from three focus areas, namely agricultural product marketing channel organization optimization, structure optimization and the relationship optimization.The innovation of this paper lies in:(1) That revolve around three basic categories of marketing channel organization, sales_channel structure, marketing channel relationship to study organic agricultural products marketing channel optimization problem, and provide a new perspective to the study of optimization organic agricultural products marketing channel in China. Marketing channel organization unit sales channels is subject cultivation and construction; Sales channel structure is the sales channel of organization configuration and composition; Marketing channel relationship is the coordination and management in the organization of the relationship between the sales channels, the three complement each other is an organic whole, none of them can be shorted, seizing the three basic category, is caught in organic agricultural products marketing channel optimization of three key questions.(2) Summarized and generalized the basic goal of organic agricultural products marketing channel optimization and the main direction comprehensively. Organic agricultural products marketing channel optimization should be implemented in five aspects of the basic goals in China, namely, operating efficiency, product quality, customer satisfaction, channels and channel development. The main direction organic agricultural products marketing channel optimization in China’s is:1, the optimization of organic agricultural production,2, organic agricultural products, brand optimization, three marketing channels, the main body of optimization,4, sales channels in the process of optimization,5, organic agricultural products marketing channel structure optimization,6, optimization of the sales terminal,7, logistics distribution’s optimization,8,the cooperative marketing channel relationship.(3)The basic train of though that to realize the organic agricultural products marketing channel organization optimization is proposed, the optimization of structural optimization and the relationship optimization. First, enhancing the competitive strength, improve trading efficiency through ascension centering on organic agricultural products marketing channel in our country, foster the subject of agricultural product marketing channel organization and form the scale and standardization of agricultural product marketing channel organization; Second, perfecting the organic agricultural products retail formats to realize optimization of the agricultural products marketing channel structure in our country optimize the structure of organic agricultural products marketing channel design in our country, and through the optimization of marketing channel structure of each link operation mechanism, strengthen the subject status of the intermediate organization in agricultural product marketing channel, the integration of the function of organic agricultural products wholesale market,. Third, through integration and union two modes optimize the organic agricultural products marketing channel relationship in our country, tries to form a stable and harmonious relationship of organic agricultural products marketing channel in China. This research thinks, at the theoretical level, the study of organic agricultural products marketing and sales channels in China obviously not enough attention, at a practical level, the main body in organic agricultural products marketing channel is missing, organic agricultural products marketing channel mode, marketing management lag, organic agricultural products marketing transaction efficiency is low, seriously affected the progress of the marketization of agricultural products, hinder the farmers to increase production. Starting from the background, this study from the perspective of marketing channel organization, structure and relationships of organic agricultural products marketing channel in China problems and optimization countermeasure research, for our country organic agricultural products marketing channel optimization path research provides a new Angle of view, expand the field of organic agricultural products marketing channel research.The main contents and ideas of this study was to:(1)this research thinks that the influencing factors of organic agricultural products marketing channel optimization including the following aspects, namely, economic development factors, social, political, cultural, legal, market and competitive factors, technology development, interests and goals, such as macro factors;And organic agricultural products attribute factors and consumer behavior choice for organic agricultural products consumption factors.By previous scholars, the results of consumer survey points were analyzed, and the direct sales model in product quality assurance, service and so on influence factors of relatively obvious advantage, organic agricultural products is the trend of the development of the retail terminal.(2) Analyze the advanced state of organic agricultural products sales channels operating practice, summarizes three obvious trend of agricultural products marketing channel optimization, respectively is:the height of the agricultural product marketing channel organization, agricultural products marketing channel structure of flat, modest and diversification trend and the trend of the agricultural product marketing channel relationship of the cooperative.(3) The organic agricultural products marketing channel current situation, problems that existing and direction of optimization in our country are analyzed. Which marketing channel include organic agricultural production scale, regional distribution of production base of and sales channels terminal mode. The main problem of organic agricultural products marketing channel in China mainly embodied in the product and industrial structure, sales channels, sales channels, sales channels and internal relationship way to trade, etc. To analyze the present situation and problems of marketing channel in the target market get the conclusion that optimization of organic agricultural products marketing channel mainly includes:product quality assurance, the channel operation efficiency, customer satisfaction, security channel, channel development direction.(4) This study argues that the organic agricultural products marketing channel optimization should be implemented in five aspects of the basic goals, namely to run efficiently and channels safety, product quality, customer satisfaction and their own development. In order to realize the five target, optimization of agricultural products marketing channel must have eight direction, optimization of organic agricultural production, organic agricultural products brand optimization optimization, sales channels, sales channels, the main body of the optimization, the optimization of the organic agricultural products marketing channel structure, the optimization of sales terminals, logistics optimization, marketing channel relationship of the cooperative, etc. From the optimization of the key areas, optimization of organic agricultural products marketing channel in China mainly from three aspects, namely marketing channel organization optimization. marketing channel optimization of structural optimization and marketing channel relationship. Organic agricultural products marketing channel organization is organic agricultural products sales channels, constitute the basic unit of organic agricultural products marketing channel structure is the configuration of the sales channels in the organization and composition, organic agricultural products marketing channel relationship is sales channels in the organisation, the interaction between the three complement each other, each other is an organic whole, be short of one cannot.(5) The optimization of agricultural product marketing channel in our country is from three key areas. First, optimizing the agricultural product marketing channel organization for farmer cooperative organization and agricultural leading enterprises as the main body in the agricultural product marketing channel organization, to chieve scale and standardization of agricultural product marketing channel organization’s ultimate purpose; Second, optimizing the agricultural product marketing channel structure, the specific hierarchy is to optimize agricultural products marketing channel’s width, the width of the structure and breadth structure Finally, optimizing the agricultural products marketing channel relations, this study argues that China’s agricultural products marketing channel relationship optimization should be on win-win cooperation, commitment and trust in order to optimize the value chain basic concept, through integration and union relations between the two kind of model for optimization through the game analysis of agricultural products marketing channel relationship and power structure analysis.