A Research On Liaoning Rice Seed Marketing Channels’ Optimization

Rice seed industry occupies a very important position in the Liaoning agriculture field, itis of great significance to promote the adjustment of Liaoning agriculture result and enhancethe market competitiveness of agricultural crops.With China’s accession to the WTO, foreign industry giants have entered Liaoning riceseed market, start fierce competition with inside and outside Liaoning province rice seedenterprises in the variety, market, channel. And because of the homogeneity in product, priceand promotion, the marketing effectiveness is weakened, marketing channel is graduallyknown as the core competitiveness for the enterprise to seize fort.The unreasonable structure and high cost and low efficiency problems of Liaoning SeedMarketing Channel original marketing channels exposed, has become a bottleneck restrictingthe development of Liaoning seed enterprises. Liaoning rice seed enterprise in order tosurvive and develop and grow up in the fierce competition of market environment needs toimprove the efficiency of marketing channels, and enhance market competitiveness. So theseed marketing channel optimization is imperative.First of all, reviewing through the consult massive literature on domestic andinternational marketing channel optimization and domestic seed marketing channeloptimization, lays the theoretical foundation on the basis of the existing literature. Secondly,make an analysis on the current situation of Liaoning seed industry market. Then, base on astatistical description and empirical analysis of the data obtained from questionnaires, showedthat the factors affecting about rice seed marketing channel choice of farmers. Finally, throughthe above analysis, draws the conclusion and puts forward the relevant countermeasures andsuggestions, and points out the deficiency.Through this study, obtains a conclusion that the seed enterprises should take thedifferent main marketing channels in different regions. Specifically, in the light of scattered and not broad area in farmland, should be based on the individual seeds consignmentmerchants as the main marketing channels; on the cultivated land that distribution of compactand wide, should be based on the seed company’ shop as the main marketing channels; in thebackward area on the education level, should be based on the seed agencies that approved bythe seed company as the main marketing channels, at the same time the agencies shouldprovide such as fertilization and plant diseases pests and other technical services. On the areathat rice is the main crop and local farmers most do not have non breeding industry income,seed enterprises should increase the positive cooperation with township agricultural agencysalesrooms, and in order to achieve that marketing channels which based on the townshipagricultural agency salesroom are the main marketing channels.