Study On The Impact Of Agricultural Product Marketing Informatization On The Marketing Channel Of Chinese Medicinal Materials In Lechang

With the progress of Science and Technology,information technology plays a more and more important role in the process of agricultural production,which has played a great role in promoting China’s modern agriculture.At the same time,along with the development of the informationization of agricultural production and sales,it has also had a positive impact on the sales of agricultural products.The sales of agricultural products have broken through the limitation of time and region,and the sales channels have been further expanded,the efficiency of trade has increased rapidly,and the strategy of developing modern agriculture has come into effect.In recent years,Lechang has made great efforts to promote the cultivation of Chinese herbal medicines with the aim of promoting rural revitalization.Many farmers have increased their income through the cultivation of Chinese herbal medicines.As a special agricultural product,Chinese medicinal materials are more restricted in marketing than general agricultural products,and it is more difficult to obtain production and marketing information.With the development of Chinese herbal medicine industry in Lechang,the planting area and output of Chinese herbal medicine increase year by year.How to further expand the sales channels of Chinese medicinal materials by raising the level of production and marketing information of agricultural products,and give full play to the role of production and marketing information of agricultural products in promoting the sales of Chinese medicinal materials,to help Chinese herbal medicine growers get through all aspects of the production and marketing of Chinese herbal medicines,to further promote the sale of Chinese herbal medicines,and to obtain greater economic benefits for Chinese herbal medicine growers,it is an important problem to be solved in the development of Chinese herbal medicine industry in Lechang.This research takes the informationization of agricultural products production and marketing in Lechang as the research object,through studying the influence of informationization of agricultural products production and marketing on the marketing channel choice of Chinese medicinal materials in Lechang,based on the theory of information productivity,the theory of new public service and the theory of farmers’ behavior,this paper makes an in-depth demonstration by using the methods of questionnaire survey and multi-Logistic regression model,this paper analyzes the influence of informationization of agricultural products on the choice of marketing channels of Chinese medicinal materials in Lechang.The results show that the production information,logistics information,sales information,information professionals and other components of agricultural product marketing information have a certain impact on the choice of marketing channels for Chinese medicinal materials,this is reflected in the fact that when choosing sales channels,growers of Chinese herbal medicines tend to sell from the same channels through which information on production and sales is obtained,the establishment and development of logistics(express delivery)sites have a significant impact on the two sales channels of centralized acquisition and internet sales by pharmaceutical enterprises,the educational background of Chinese herbal medicine growers also has a significant impact on the choice of Internet marketing channels.Based on the results of the analysis and the conclusions of the study,this study proposes to strengthen the construction of agricultural information technology service stations at the grass-roots level,to establish and improve the logistics information network system,to establish a local professional Chinese medicinal materials production and marketing information platform,and to strengthen the construction of rural information talents to further strengthen the information construction of agricultural products production and marketing in Lechang,it provides a reference for Lechang to strengthen the information construction of agricultural products production and marketing,so as to optimize the choice of marketing channels of Chinese medicinal materials and promote the further development of Chinese medicinal materials industry.