Research On The Marketing Channel Management Of Agricultural Products In Hunan Province

Depending on management objectives of agricultural marketing channels vary in different agricultural properties, agricultural marketing channels dry ritual must be designed pros and cons of different types of brokers agencies, and must be able to adapt and change with the overall environment.In the process of agricultural marketing channel design and management must consider the following four factors, including market variables, variable agricultural products and distribution company variables and system variables.As the circulation system of agricultural products of major agricultural province of Hunan Province, and the country's overall development process of agricultural products circulation market system the same strain. Under the country's economic system to promote and facilitate agricultural development background, development and reform of farm produce market circulation system has undergone initial phase of reform (1979-1983), launched phase of reform (1984-1988), rectification stage (1989-1991), deepening reform and development phase (1992 onwards) four stages. At present, Hunan agricultural enterprises is also based on the development of corporate marketing model to build a more perfect system of channels, including:specialized agricultural market, agricultural and sideline products wholesale markets, agricultural trade center, supply and marketing cooperatives, food general store, demand shopping malls, Cities individual market, the rural market trade.Hunan stage marketing of agricultural products is still basically in production-oriented marketing stage, the aim is how to make the producers of agricultural products delivered to the consumer or the user's hand, is typical of the production-market, marketing model. This channel model structure is irrational, circulation problems too long, so that low operational efficiency channels; the lack of effective management of channel members, channel relationship instability; lack of effective marketing channel conflict management and control.Based on Present Situation of Agricultural marketing and channel management problems, combined with foreign advanced management experience of agricultural marketing channels to optimize the Hunan Agricultural marketing channel management reference value, optimizing agricultural marketing channel management relations in Hunan Province comprises four levels:first, promote the optimization and upgrading of farm produce marketing channel structure; second, based on customer segmentation, diversification of agricultural production and marketing to build pathways; and third, to e-commerce technology as the core, to develop online marketing channels of agricultural products; fourth, to strengthen the marketing of agricultural products chain management network; Fifth, strengthen the agricultural marketing system construction, improve organization and management capacity.