The Farmers As The Center Of China Agricultural Marketing Channels Optimization

With the continuous deepening of China's reformation and opening,agricultural markets have gradually toward globalization,more and more consumers are personalized,and more and more intense marketing of agricultural products.Construction of agricultural marketing channel is the core of our agricultural marketing,relationship to meet people's needs and improve the quality of life,the marketing channel strategy has become an effective means of marketing of agricultural products competition.Optimization of agricultural marketing channels can not only improve the international competitive position of our agricultural products,but the objective is also a key to link between China's agricultural market supply and demand balance.The traditional pattern of agricultural marketing channels can not meet the needs of today's consumer society and hinder the marketing of agricultural products.If farmers produce timely distribution to the consumer,then we need a reasonable,fully functional agricultural marketing channel mode.Due to the low quality level of farmers,directly impeding the marketing of agricultural products,the impact of long-term development of China's agriculture.How to make China's agricultural marketing channels fast,university development,farmers successfully marketing agricultural products,which is an important objective of this thesis.Therefore,the study of agricultural marketing channels problem,we must focus on to farmers as the center of agricultural marketing channels.Nowadays many scholars are exploring the optimization of agricultural marketing channels,but to farmers as the center of marketing channel optimization few,therefore,the paper based on the analysis of consumer behavior theory,on to farmers as the center of marketing channel for agricultural research.First,this paper draw on agricultural marketing channels developed countries successful experience,followed by analysis of the status quo to the farmers as the center of China's agricultural marketing channel.Then the factors affecting agricultural marketing channels to optimize the multiple regression analysis,and the status quo with the empirical results obtained based on the theory of consumer behavior to farmers as the center of China's agricultural marketing channels existing problems,and finally make recommendations and safeguards.