Study On Optimization Of Agricultural Product Marketing Channels In Xiangshui County,Jiangsu Province

Xiangshui County is one of the agricultural development areas in China because of its superior geographical location,unique natural conditions and suitable for crop growth.In recent years,with the joint efforts of the central and local governments,agriculture in Xiangshui County has developed rapidly,and the level of agricultural technology has been significantly improved,gradually forming characteristic agricultural production areas.However,Xiangshui County's agricultural products still have sluggish sales,and farmers' income is not guaranteed.At the same time,due to the rapid development of modern agriculture,consumers 'personalized demand has increased,and the traditional agricultural product sales channels in Xiangshui County have been hit.It is difficult to adapt to the new environment of market development and affect agricultural development.Therefore,the establishment of effective marketing channels for agricultural products is the key factor to solve the lag development of agricultural products,and it is also the only way for the development of agriculture in Xiangshui County.This paper defines the concept of agricultural product marketing channel and its marketing channel structure and related theories through literature research and comparison with related theories and practices,and then analyzes the general situation of agriculture in Xiangshui County,the existing agricultural product marketing model and the optimization conditions of marketing channels.According to the existing situation,the problems in the marketing channels of Xiangshui County are analyzed,namely,the imperfect construction of agricultural product marketing channels,the unreasonable structure of agricultural product marketing channels,the lack of government attention to agricultural product marketing channels,and the technical backwardness of agricultural product marketing channels.Finally,on the basis of the above research,this paper puts forward the strategy of optimizing marketing channel of agricultural products in Xiangshui County.This means expanding and improving agricultural product marketing channels,optimizing the structure of agricultural product marketing channels,strengthening government investment,improving the technical level of agricultural products,andoptimizing the system of agricultural product marketing channels.