A Research Of The Development And Strategy Of Agricultural Products Marketing Channel From The Perspective Of New Agricultural Industry Chain

With the deepening of reform and opening-up in our country, the market economy enjoys continuous development. However, the marketing of agricultural products, especially the marketing strategy research of agricultural products during the time of agricultural industry transition and upgrade, lacks strength. The problem concerning the marketing channel of the agricultural products is increasingly prominent, which has become the bottleneck in the development of both modern agriculture and the agricultural industrialization. As a result, the research of the development and strategy of agricultural products marketing channel from the perspective of new agricultural industry chain is of great innovative significance.. This paper, starting from the present situation of the researches both at home and abroad, introduces the development trend of the marketing channel, and elaborates the problems and deficiencies of the currently existing researches. Meanwhile, the paper continues to give a further analysis of the current marketing situation of agricultural products in Yongjia county, Zhejiang province. Compared with those developed countries, problems existing in the agricultural products marketing channels are raised and their characteristics analyzed. Then, in view of the actual situation in Yongjia county, related countermeasures and suggestions are hence put forward.The marketing of agricultural products in Yongjia mainly depends on channels of transportation and sale; of a plurality of intermediate business sales and of transaction through internal relations, which are typical forms of marketing for agricultural products. Problems existing under such circumstances such as high cost in logistics, lack of competitiveness, backward technology, low efficiency, high complexity, high cost in transaction and low quality in relationships are expected to be solved in theory by researches of the agricultural products marketing channels from the perspective of new agricultural industry chain.From the perspective of new agricultural industry chain, the development mode of the agricultural products marketing in Yongjia must realize:the optimization of the mode, that is to innovate and perfect the mode of "enterprises+retail terminals", the mode of "cooperatives+retail terminals", the integration of agricultural products production and marketing organization; the innovation of channel terminals, that is to innovate and perfect the mode of "terminal sales such as supermarkets, specialty stores and chain stores, etc.", the mode of "agricultural products exhibition center", the mode of "Happy farmhouse (agritourism)", "agricultural fair" and "electronic business". The above mentioned marketing modes are well worth promoting and implementing as they fall in accordance with the specific situation of Yongjia.From the perspective of new agricultural industry chain, it is necessary to help form the main marketing channels to improve the competitiveness of the organization; to perfect market system of agricultural products circulation to build a perfect institutional mechanism; to develop agricultural services and integrate different functions; to construct information system of agricultural products marketing and realize brand strategy of agricultural products. All these done, it’s not difficult to realize the optimization of the agricultural products marketing channel in Yongjia, to promote the benefits of agricultural products marketing, to solve the problem of agricultural products selling, to make a breakthrough of the value added problem of agricultural products. In this way, the aim of a thriving agriculture and prosperous county is ready to be achieved.