Study On Optimization Of Marketing Channel Of Kiwifruit From Zhouzhi To Actinidia In Shaanxi Province

After the 16th National Congress of the Communist Party of China(CPC),the Central Committee regarded the issue of agriculture,rural areas and farmers as the focus of its work.The meeting pointed out that in order to continue to deepen reform and opening up,speed up socialist modernization and realize a well-off life,we must first carry out the work of solving the problems of agriculture,rural areas and farmers.In recent years,the agricultural base of our country has expanded year by year,and many rural areas have begun to realize the industrialization development and carry on the scale production.The output of agricultural products has also increased greatly,which is due to the rapid development of market economy.Although there are many channels in the marketing of agricultural products,there are also some problems in the actual operation of agricultural products.Of these problems.The existence will undermine the enthusiasm of farmers to engage in agricultural production,and will fundamentally lead to the situation of limited agricultural development.In the modern market,expanding the marketing channel of agricultural products is an important way to bring economic income to farmers,which needs to be combined with the modern marketing concept to provide a good channel for the sale of agricultural products.Especially with significant seasonal fruit and regional agricultural products,there is a need for efficient marketing channels.On the basis of relevant theories and literature,this paper mainly studies the existing marketing channels of kiwifruit,analyzes the existing problems in the channels and puts forward some suggestions for improvement,so as to improve the circulation efficiency of kiwifruit.Solve current difficulties for kiwifruit growers and other related channels.First of all,through the investigation,it is found that the existing marketing channels of kiwifruit in Zhouzhi are mainly "growers","leading enterprises",wholesalers,cooperative marketing,Internet marketing and "agricultural super docking".Secondly,the binary logistic model is used to analyze the influencing factors of channel selection for growers.Body analysis,find out the key points to improve kiwifruit channels.Finally,the problems existing in the marketing channels of kiwifruit are summarized and the corresponding suggestions are put forward.The main problems are as follows:(1)traditional channels are the main channels,and the channels are relatively narrow;(2)the development of cooperatives is limited and the trust of growers is reduced;(3)the academic qualifications of farmers are low and the acceptance of Internet marketing is not high;(4)the "agricultural super docking" is difficult and the development speed is slow.In view of the problems,the countermeasures and suggestions are as follows:(1)developing new marketing channels to increase farmers' income;(2)improving the current situation of cooperatives and improving the service level of cooperatives;(3)increasing farmers'investment in education.Capital,cultivate new professional farmers;(4)the government vigorously support,comprehensive promotion of "agricultural super docking."...