The Research Of Optimization About Apple Maketing Channel In Shaan Xi Province

In recent years, the competitiveness of China’s apple industry in the international market increased significantly. However, Shaanxi and other inland apple-producing province still cannot well turn its production advantage into a trade advantage. China’s apple marketing and distribution system should be further improved. In recent years, for the vast number of apple growers bring significant economic benefits as well as made great contributions to the development of Shaanxi economy. Shaanxi province apple industries steady development; marketing system is becoming more and more perfect, the export quantity increased year by year. But it is undeniable that the sales market of Shaanxi apple still exist channel structure is unclear, the circulation system is not perfect, the apple marketing system in Shaanxi needs to be further improved. This paper is based on the analysis of our country fruit marketing channels. Combined with the empirical analysis, the existing marketing channel structure of Shaanxi Province Apple to be build, some suggestions to optimize the channel have been put forward on this base. The suggestion will provide the basis for the development of Shaanxi apple industry.Through study on the evolution process of China fruit marketing channel development, found that the development of the Chinese fruit marketing channel is closely related with the China’s basic national conditions and national policies. Since the founding of the China, fruit marketing channels from a single narrow channel structure and gradually developing to multi-channel flat, from simple market gradually developed to channel the basic formation, simple single channel by low and gradually shift to a high degree of organization of marketing supply chain. However, the existing channel structure in fruit and other fresh produce market there have a lot of defects, the whole channel did not give full play to stabilize the Apple market, strengthening the role of the Apple industry. These shortcomings have become the restricting factors to the development of fresh fruit industry in China.Combined with information obtained from the survey on statistical analysis of marketing channel of Apple production in Shaanxi Province, found that the main target group is still the traditional fruit farmers, this phenomenon is to a large extent caused by the loss of rural labor. And the Apple of farmer cooperation organization are plant production only, Apple sales did not play a significant role. "Company plus farmers" and "link farmers and supermarkets” is still weak marketing model in the area of acquisitions. In the distribution market, the wholesale market is still the main distribution center of Apple’s marketing. Supermarkets in the retail stores and communities account for a large share of the market. Large supermarket clients concentrated in the middle and upper income groups, low sales. Flow traders mainly sell facing ordinary middle-and low-income people, position in the retail market cannot be ignored.According to the present situation of Shaanxi Apple marketing channel, this paper presents the following optimization tips:(1) increase the information industry efforts to improve the industry information platform, to achieve effective interaction demand information among farmers, business and consumers;(2) improve the cooperation mechanism run organization and promotes cooperative organizations to be effective;(3) to further improve the cold chain transportation and preservation techniques, improve circulation efficiency and reduce product loss;(4) active development of new marketing tools, new markets open up Apple;(5) increasing plant varieties, extend the supply period of apples, stagger highly productive, reaching a bigger group of consumers.