Research On The Performance Of Apple Marketing Channel Model In Linyi City

The implementation of the strategy of rural revitalization and the construction of beautiful rural areas are key to the prosperity of the agricultural industry.With the development of agricultural industrialization and modernization,the main problems in the development of the agricultural industry at this stage have shifted from production issues to marketing issues.The development of agricultural marketing channel performance has become an important factor affecting modern agricultural development.Linyi City is a major province of fruit production in Shandong Province.It mainly produces apples and other fruit products.The optimization of Apple's marketing channel performance in Linyi City is of great significance to the development of the apple industry in Linyi City.It is a necessary condition for promoting the industry to stimulate rural development.Through field visits and research,we obtained the status of the development of the apple industry in Linyi City and the basic data of Apple's marketing,and obtained four marketing models for Apple in Linyi City.Using functional coefficient method to analyze the marketing performance of Apple in Linyi City,and compare the advantages and disadvantages of several major marketing models and the problems;find out the factors that affect the development of the marketing channel of Apple in Linyi City,and use the analytic hierarchy process to weight each index.Determine,through the fuzzy comprehensive evaluation method to evaluate the entire channel,to determine the main reasons for affecting Linyi City,Apple's marketing channel performance,and targeted recommendations for improving the marketing channel performance.Through data analysis and interview surveys,the main reasons for restricting the performance improvement of Apple's marketing channels in Linyi City are as follows: The fruit factors include low fruit storage,branding needs to be strengthened,and lack of high quality fruit;There are problems such as the low level of education of fruit farmers,lack of access to information and low scale management,etc.There are problems such as imperfect circulation facilities and lack of network information facilities in terms of service level;there are insufficient effective supply of fruit products in the market environment,and there are too many commonfruits.There is a serious problem of mismatch between supply and demand,as well as external competitiveness of the fruit and price fluctuations.Through the research on the issues,some feasible suggestions were put forward,mainly including: Strengthen the structural reform of the fruit supply side,start the “Yi Meng Mountain Apple” brand,introduce professional talents,and cultivate new and improved fruit farmers.Circulation facilities,network facilities,and storage facilities will increase the integration of secondary and tertiary industries,and improve the new agricultural production.