| Constrained by the characteristics of modernization and innovative market expansion such as "Internet +",the optimization of agricultural product marketing channels has become one of the important tasks of the current agricultural supply-side structural reform in China.Advance to provide effective guarantees.However,the traditional agricultural product marketing channels of Leiyang City face problems such as low efficiency,narrow scope,and incomplete value chain.The channel efficiency is low,the marketing scope is narrow,and the value chain of the channel is not fully reflected.How to build a reasonable structure,perfect function,and innovation Empowered modern agricultural product marketing channels have become an important issue to be solved urgently.This article first discusses the theoretical mechanism of agricultural product marketing channel optimization from the perspective of supply-side structural reform based on the theoretical interpretation of the connotation,organizational model and structure of agricultural product marketing channels.Secondly,through a questionnaire survey,this paper analyzes the development status and existing problems of Leiyang agricultural product marketing channels.Finally,based on the perspective of supply-side structural reform,this paper puts forward countermeasures and suggestions for Leiyang City’s agricultural product marketing channel optimization.The research results of this paper show that:(1)Under the perspective of supply-side structural reform,the optimization of agricultural product marketing channels should focus on four aspects: product structure optimization,consumption structure optimization,circulation structure optimization,and financing structure optimization.(2)At present,the marketing channels of agricultural products in Leiyang City are mainly manifested as a model based on the internal relationship of the channel,and an effective marketing channel model under the network environment has not yet been formed.(3)The problems of Leiyang’s agricultural product marketing channels mainly include insufficient product innovation,insufficient consumption expansion,low circulation efficiency,and failure of the financing market.(4)From the perspective of supply-side structural reform,Leiyang City ’s agricultural product marketing channel optimization should focus on four aspects: one is to cultivate product competitiveness based on innovative strategies,the other is to expand the consumer market based on the "Internet +" perspective,and the third is based on logistics Integrating perspectives to improve the efficiency of circulation,the fourth is to build and optimize corporate financing based on financial platforms.This study provides a reference for the supply-side reform of agricultural product marketing channels in Leiyang City.With a view to promoting the supply side of Leiyang’s agricultural product marketing channels to meet the needs of the channel’s innovation and development needs,adapting the supply of agricultural products on the upstream channel to the needs of downstream consumers,so that agricultural products in Leiyang City can meet the needs of Leiyang consumers Agricultural product consumer market,and expanded to consumer markets inside and outside the province. |
