Research On Optimizing Marketing Channel Modes Of China’s Agricultural Products

China’s current agricultural marketing channels developed in the national plan, channel mode is single, and too much Links between channels, the chain is too long in the circulation. Sales of agricultural products mainly rely on farmers’ markets.It’s incompatible for the needs of China’s current economy. In order to explore more efficient marketing channel mode of agricultural products, this paper first describes the background and status of domestic and foreign research papers.Then introduce the basic theoretical concepts of agricultural marketing channel mode.Then analyze the current situation of China’s traditional modes of agricultural marketing channels, reach conclusion that the main problems of China’s agricultural products of marketing channels lie in farmers planting in decentralized small-scale,main bodies’lack of competitiveness of upstream channels; functional imperfection of agricultural products channel organization, unstable internal relations; overabundance of channel links and too much circulation chain, no large-scale of agricultural production and marketing integration; channel members have no brand awareness, low product standardization degree; wholesale markets’functional lag for agricultural products, failed to take full advantage of modern marketing methods. Then, by comparing the modes of agricultural marketing channels of American and Japanese, and analysis of significance in China. That the main bodies of upstream channels should be large-scale and organized; improve the functional of marketing channel organization; using efficient trading methods; enhanced marketing integration and agricultural super-docking.At the end of this thesis, by Analysis of the main body of agricultural marketing channels’s powers, concluding that differences in channel’s powers is due to the number of resources and importance which needed for the main body, and different channel’s power structures can cause differences in the efficiency of the entire marketing channels. Therefore, channel’s main body should choose targeted strategy for their statue in the channel power structure, improve and upgrade the main body of channels conducive to strengthening the efficiency of distribution. And then the passage puts forward the compound marketing channel mode of agricultural products. It means optimizing through agricultural production and marketing integration, multi-layer middleman, link between agricultural products and supermarkets and new marketing methods on the basis of "government and farmers and enterprise and broker". Specific measures to optimize agricultural channel modes can effectively resolve overabundance of channel links and main bodies’lack of competitiveness of upstream channels and unstable internal relations and no brand awareness and low product standardization degree. Ultimately realization power balance between channel’s main body, and improve the efficiency of agricultural products circulation.