The Research Of Performance Evaluation And Countermeasures About Agricultural Products Marketing Channel In Shangshui Corporation

Agricultural products marketing channel is efficient, smooth and stable or not determines the degree of producers, processors and customers’ ultimately benefit size. Agricultural products marketing channel is the ultimate measure of whether the value of agricultural products to maximize performance standards it is also related to the food needs of people and to ensure the continuous improvement of livelihood of farmers. Evaluate the channel performance, found that the problem can provide a basis for improving agricultural product marketing channel, it has important significance to improve the circulation efficiency of agricultural products, as well as the realization of the value of agricultural products transformation and increase agricultural enterprises and farmers income.In this paper, on the basis of summarizing the related theory research, I selected a new developed organic agricultural leading enterprises——Shangshui in Zibo area as the research object, from the perspectives of financial, satisfaction and social benefits, established a fuzzy hierarchy analysis model, draw a comprehensive evaluation, raised the present stage of its products, low market share and channel satisfaction, channel design is not reasonable so many problems exist. And then put forward to design its marketing channels, improve the channel breadth on the existing channel width. And emphatically from the perspective of the management of the channel member, to strengthen the training and motivation of channel members, to strengthen the management of rewards and punishments of the agent, to establish customer management system and product quality tracking system and so on, hope I can help it to improve the performance of the existing agricultural products marketing channel.