Research On Optimization Of Center Vegetables Production Marketing Channel Pattern Heilongjiang Province

In early 2012,?National Vegetable Industry Development Plan(2011-2020)?,The plan put Heilongjiang Province as one of the six advantages of regional vegetable promote.Center vegetable production has become the main way to promote Heilongjiang Province vegetable industry,because of its scale,standardization and universalization advantage.But on the aspect of sale of center vegetable,there are some problems such as high production but poor sale,high quality but low price.Heilongjiang Province center vegetables sale channel had all those problems,and negative impact on the development of vegetable industry in Heilongjiang Province.Based on the center vegetables marketing channel pattern in Heilongjiang province as the research object,it explores how to choose the best vegetables marketing channel pattern on the basis of the current market conditions and industrial environment and also on the aspect of the characteristics of center vegetables production and the industrial development characteristics.The thesis uses the method of quantitative analysis and qualitative analysis whose data comes from"Statistical yearbook of Heilongjiang province" and survey.First,through investigating and analyzing on the Heilongjiang center vegetables marketing model,it come to the conclusion that the characteristics of the center vegetables marketing channel and the main pattern,and analyzes the causes based on the definition of center vegetables and vegetables marketing channel.The main patterns are "base of direct selling" brand,"base+large retailers" consumer channel pattern,the "base + wholesalers" flow-through channel pattern,many link trafficking channel pattern.Second,it constructs the center vegetables marketing channel performance evaluation index system on the basis of analytic hierarchy process,and concludes that "base+large retailers"consumer channel pattern is the optimal pattern.Finally,it gives the counter countermeasures which will provide guidance to the center vegetables marketing channel and will promote the industrial vegetables development.The paper comes to the conclusion that on the basis of center vegetables production ideal marketing channel pattern,to propose the countermeasures The optimizing vegetables marketing channel pattern are as follows:strengthening the construction of vegetables professional cooperatives;setting up integrated logistics platform;improving the who sales market system;setting up policy support system for each channel link.