Countermeasures to improve the marketing channels of agricultural products

1. Cultivate the main body of agricultural products circulation to meet the requirements of the market economy. As the main body of agricultural product circulation, whether it is the farmers in the field of production, or the circulation area of the operators, or the production and management organizations of agricultural products, they are moving towards perfection and maturity of the mark is the scale, organization and integration. China's agricultural marketing channel innovation should start from the marketing body innovation, learn from the advanced experience of developed countries, change the past marketing body of a single situation, through a variety of ways to cultivate agricultural marketing body. In order to improve the degree of organization of farmers, enhance the marketing ability and competitiveness of agricultural products, so as to improve the efficiency of agricultural circulation.

(1) Efforts should be made to cultivate agricultural industrialized enterprises. The development and growth of these enterprises and the original circulation of the main body to realize the complementary resources, improve the efficiency of circulation.

(2) Farmers can be guided to form professional cooperative organizations, improve the degree of organization of production and marketing, and organize farmers **** with the development of the market. This is conducive to the formation of interests between farmers **** the same body, unified technical services, production of more competitive products, and enhance the ability to resist risks and marketing capacity.

(3) Professional associations and other auxiliary merchants should be established to enhance their status and ability to participate in market activities and improve their marketing ability and ability to compete in the market by providing farmers with services such as material supply, processing, storage, product transportation and marketing, and auxiliary information.

2. Accelerate the upgrading of wholesale markets for agricultural products. Compared with the marketing of industrial products, the wholesale market in the marketing of agricultural products has a more important position, it is a very important intermediary in the circulation channel of agricultural products. The reason is that, at this stage, China's agricultural production and operation of "small-scale, large groups" characteristics. In the process of circulation of agricultural products, the individual organizations involved in a large number, but small scale, low degree of organization. This requires the use of wholesale markets to agricultural producers, operators linked to achieve a wide range of fast, effective distribution purposes.

(1) market operation should be developed in the direction of enterprise. In the future, the wholesale market of agricultural products, investment and construction, management should be carried out in accordance with the norms of the modern enterprise system, so that the property rights are clear, scientific management.

(2) to improve market facilities, rich service functions. Most of the developed countries standardized modern wholesale markets have a variety of integrated service functions, such as material distribution, price formation, information dissemination. And China's wholesale market services are very backward, to change the situation of a single service function, on the one hand, we must continue to improve the supporting functions, the establishment of storage, preservation, quality testing and other functions of the facilities. The other ~ aspect to strengthen the market information construction.

3. Establishment of agricultural supermarket chain. For a long time, the farmers' market has been the most important sales terminal in China's agricultural distribution channels. This traditional retail terminal has many problems, such as quality is difficult to guarantee, operation is not standardized and other issues. With the improvement of residents' income, people pay more attention to the consumption safety and purchase convenience of agricultural products. In particular, the further convergence of the agricultural market and the international market, agricultural market competition is more intense, the quality of agricultural products, grading, packaging, transportation and other aspects of a higher demand, which requires the active promotion of agricultural products, supermarkets and chain management, large-scale, intensive, chained supermarkets, chain stores to replace the traditional farmers' market.

Supermarkets and chain stores have the following advantages over traditional farmers' markets:

①As a retail enterprise of agricultural products supermarkets, especially large supermarkets, they are in direct contact with consumers, professional marketing staff, can directly understand the changes in consumer demand. Therefore, they can play a guiding role in agricultural production. At the same time, the agricultural products entering the supermarket should meet some national standards, which is also conducive to the overall monitoring of the quality of agricultural products. In addition, supermarkets can price agricultural products according to different levels of classification, not only to meet the diversified needs of customers, but also to promote the deep processing of agricultural products and the development of agricultural packaging industry.

②Large supermarket chains have a large number of commodities purchased, balanced supply, year-round sales of significant features. The development and growth of agricultural supermarkets will make more dispersed farmers in the leading enterprises driven by the organization, so that a variety of factors of production in the production of agricultural products can be reasonably adjusted, the degree of organization will be greatly improved.

3 supermarkets can provide customers with other agricultural marketing channels incomparable shopping environment. Supermarket agricultural products will be more focused on quality than other channels of agricultural products, supermarkets, comfortable shopping environment and uniform pricing can also allow customers to avoid the traditional farmers' market to endure "dirty, chaotic, poor" and "chaotic prices, price hikes," supermarkets can also be realized ? The supermarket can also realize the ~ station to buy all.

4. Promote the innovation of agricultural products trading methods. In China's agricultural transactions in the dominant spot trading methods, there are price information is not open and other defects, and actively explore new trading methods to improve the efficiency of the transaction has been imperative. Auction trading is the international standardized wholesale market commonly used trading methods. As the auction transaction to take the practice of compulsory auction, that is, the vast majority of agricultural products to enter the auction market, does not allow off-site transactions. Moreover, the main body of the transaction is subject to strict qualification checks when entering the market. The implementation of these provisions can reduce the traditional spot trading in the "backroom" operation, to a certain extent, reduce fraud, so that the transaction is more just and reasonable, and effectively ensure the interests of both parties to the transaction. The new online e-commerce trade for the development of traditional agriculture has brought opportunities.

Compared with the traditional agricultural trade, agricultural network marketing has the characteristics of transaction virtualization, low cost, high efficiency, transparency and so on. The use of e-commerce for agricultural marketing, can effectively avoid the many defects of the traditional agricultural marketing channels, effectively solve the contradiction in space and time, give full play to the marketing channels of the location and time utility, to overcome the perishable agricultural products, the storage cycle is short, loss and other characteristics of their own caused by the circulation of the problem. At the same time, due to the low cost of information acquisition, but also conducive to reducing the cost of circulation of agricultural products, dissolve the transaction risk.

5. Establish and improve the supporting system of agricultural logistics. For China's agricultural marketing channel chain is long, low circulation efficiency of the situation, should gradually establish and improve the agricultural logistics distribution system, improve the efficiency of the marketing channel. The traditional logistics pathway that goods must be manufactured, wholesale, warehousing, sales and many other aspects of the complex multi-level process to reach the hands of consumers, simplified by the producer through the distribution center to the retail terminal.

How to improve the logistics support system: First, through the upgrading of wholesale markets for agricultural products, the establishment of a wholesale market as the hub, with a certain degree of organization of agricultural operators as the main body, to standardize the market and supermarkets as the end of the more modern system of agricultural circulation channels; second is to vigorously develop the logistics and distribution as the hub to the chain company as the main body of the operation, to the supermarkets For the end of the modernization of agricultural circulation system, and replace the wholesale market system.

Development of agricultural logistics distribution system is an inevitable trend. However, in view of the specificity of agricultural products, in the process of building agricultural logistics distribution system, but also pay attention to its inventory management, transportation, to determine the distribution radius, green logistics and other issues, only to properly solve these problems, in order to make the distribution of agricultural products to make the channel more smooth.

6. Brand enhancement strategy. Agricultural products to implement the brand strategy is China's agricultural products into the international market, enhance market competitiveness of the only choice and the way out. The implementation of agricultural brand marketing strategy, is in line with the requirements of the development of the market economy, but also China's accession to the WTO, and actively participate in the competition in the international market for agricultural and sideline products is an inevitable requirement. Agricultural brand marketing should start from the positioning of the brand, by shaping the brand image and brand personality, to achieve differentiated brand competitive advantage, through the dissemination and maintenance of the brand, the establishment of brand identity and consumer loyalty, the use of successful brands at the appropriate time to extend and expand the value of the brand value continues to increase. In the construction of the brand should pay attention to the application of the following strategies.

(1) Focus on key regional markets, create sample markets, and implement refined marketing. In view of the characteristics of China's agricultural industry, we suggest focusing on key regional markets, creating model markets, and implementing refined marketing. Can be positioned through the survey of the consumer population, for competing brands to develop effective competitive strategies, clear product selling points and brand personality, and through the sorting of the product line, the comprehensive use of advertising, packaging, activities and other means of promotion, for the product to establish a brand image with personality. At the same time, refinement of marketing is more clear industry standards, development planning, brand stage goals and other issues related to long-term development. In this way, the brand marketing points are connected into a huge marketing line.

(2) agricultural brand marketing to grasp the "differentiated" product strategy. In marketing, there is a famous "unique sales theme" theory, the core of this theory is to find a unique selling point differentiated from competitors.

(3) Agricultural brand marketing strategy should be innovative. Agricultural brand marketing strategy to be innovative, refers to the marketing strategy does not have to stick to the traditional model, can be combined with the market situation, fully explore the characteristics of the product, put forward creative marketing strategy. Consumers have the motivation of purchasing commodities for the sake of name, so it is necessary to adapt to the psychology of consumers for the sake of name, and constantly improve the brand. The so-called brand enhancement strategy is to improve and enhance the elements affecting the brand, through various forms of publicity, to increase brand awareness and reputation strategy. Enhancement of the brand, both the quantity and quality requirements, the quantity is to continue to expand the visibility; quality is to continue to improve the reputation. The way to enhance the brand, relying on the intrinsic quality and efficacy of the product, so that consumers spread the brand by word of mouth.