Research On Optimization Of Regional Agricultural Products Marketing Channel

China’s country agricultural development is at a critical stage of change.The No.1 document of the Central Government focused on the issue of "agriculture,rural areas and farmers" from 2004 to 2019.The agricultural product marketing market is changing from a seller’s market to a buyer’s market,and the traditional agricultural product marketing channel model can no longer be adapted.In nature,living things and the environment influence and restrict each other,and can maintain a stable state for a long time,forming a complete ecosystem.The article uses ecological metaphor analysis to apply the ecosystem theory to the research of regional agricultural product marketing channels,treating channel members as creatures and the agricultural product channel system as the environment,restricting and interacting with each other and maintaining relative balance..On this basis,study the structural system and practical connotation of the regional agricultural product marketing channel ecosystem,and use it as an important support for the optimization of regional agricultural product marketing channels.The article starts with the main models and problems of regional agricultural product marketing channels,and combines channel ecosystem theory to build an optimized framework of regional agricultural product marketing channels from four aspects:principles,characteristics,mechanisms,and paths.Then take the regional agricultural products of Anhua black tea in Hunan Province as a specific case analysis,through field research and questionnaire data research,and carry out targeted research in accordance with the principles and laws of channel ecosystem optimization to support the optimization of regional agricultural product marketing channels.The article draws the main conclusions:determining the channel value and target is the prerequisite for the regional agricultural product channel to build an ecosystem;identifying and dividing the core functions of the channel becomes the key to building an agricultural product regional channel ecosystem;designing the channel species relationship is the specific realization of the regional agricultural product channel ecosystem Path,it can be seen that the method of constructing a channel ecosystem can be well applied to the optimization of regional agricultural product marketing channels.