The Research On The Optimization Of The Marketing Channel Of Characteristic Agricultural Products In The Shizhu County

Currently, the development of agriculture has gradually shifted from production to circulation. Efficient operation of agricultural products marketing channel has become an important guarantee for the development of local agricultural economy. Shizhu County in Chongqing as a Tujia Minority Ethnic Minority Autonomous County, development of benefit agriculture, production characteristics of agricultural products has become the direction of its long-term development. In recent years many characteristics of agricultural products brands were created successfully,such as "Shizhu red chili," Huanglian pillars "," Shan Chun "Chuncai. And then Shizhu County has won a number of awards, such as the" hometown of Chinese goldthread "," the countryside of Chinese pepper "," the bases of Chuncai in the country's "," the first base of pepper in southwest ". In this paper, the characteristics of agricultural products marketing channels in Chongqing Province as the research object, the use of literature research, field survey, case study method to analyze the characteristics of agricultural products marketing channel status quo, find out the existing problems, and finally put forward to optimize the characteristics of agricultural products marketing channels.In this study, the three pillars of Shizhu county characteristic agricultural products-Chuncai, Huanglian, pepper as the research object. Using the literature research, field survey method, case study method, this article has carried on the comprehensive investigation, from the organization, structure, relationships, emerging channels to stone county characteristic agricultural product marketing channel development situation. We found that the existence of the low level of marketing organization, marketing channel structure of functional defects, relations between members of marketing channel is not stable, marketing channel technology content is low. How to optimize the characteristics of agricultural products marketing channels, the thesis provides some points:firstly, we need improve the organization of farmers to cooperation organization, guide farmers to expand agricultural products marketing channel organization, secondly, we should Optimize marketing channel structure, thirdly, the relationship between the number of the marketing channel should be strengthened; finally, we should have the integration of traditional channels and new channels.