Keywords:: agricultural products marketing channel construction
Since 1990s, China's agriculture has gradually stepped onto the road of marketization, and its agricultural structure has been constantly adjusted, and its agricultural development has gradually moved towards marketization and internationalization. The influx of foreign agricultural products makes the competition in agricultural products market increasingly fierce, which requires China to reform the construction of agricultural products marketing channels, because agricultural products marketing channels are the key link for farmers to enhance their competitiveness, and the perfection of agricultural products marketing channel system will greatly affect the prosperity and sustainable development of agricultural products market. The marketing channel of agricultural products refers to a series of ways and measures taken when agricultural products are transferred from production to consumption. Therefore, it is of great significance for the development of agricultural products production to establish agricultural products marketing channels that meet market demand.
First, the analysis of the current situation of agricultural products marketing channel construction in China
With the acceleration of the marketization of agricultural products in China, the level of marketization and internationalization of agricultural products circulation in China is getting higher and higher. At present, China's agricultural products marketing channel construction has achieved certain results, mainly in the following aspects:
(A) farmers' awareness of agricultural products marketing has been further enhanced.
As governments at all levels and relevant departments in China attach great importance to the marketing of agricultural products, special training is given to the main body of agricultural products marketing in China to guide them to change their business philosophy, stray from the production field and specialize in the circulation industry of agricultural products, so that the agricultural products produced by farmers can be closely integrated with the market, and farmers' awareness of agricultural products marketing is further strengthened.
(2) Agricultural products supermarkets have become an important channel for agricultural products sales.
In recent years, agricultural products supermarket, as an important place for people to buy agricultural products, has developed rapidly in large and medium-sized cities and other places, and has become a modern new marketing channel. Compared with traditional marketing methods, this marketing channel has the characteristics of superior environment and reliable product quality assurance, which has been favored by consumers, making the proportion of agricultural products in supermarkets in the market share show a sharp upward trend, which undoubtedly has a huge impact on traditional agricultural products management strategies. The transfer of this sales channel to supermarkets has become an important channel for the sale of agricultural products in China at present.
(3) The marketing network of agricultural products is improving day by day.
With the continuous development and popularization of information technology and the Internet, it has laid a foundation for agricultural products trading in different places. Agricultural products in different places have formed a crisscross marketing network all over the country, which is mainly composed of wholesale markets, supermarkets, agricultural products logistics distribution centers and agricultural products processing enterprises. It is mainly carried out by means of market sales, online sales, logistics distribution and chain operation to realize the distribution function of transactions. Agricultural products between different places present a structured network system, which is a great progress in agricultural product marketing.
A multi-level agricultural product market system has been formed.
Due to the rapid development of China's market economy in recent years, the price of agricultural products in China has been determined by market demand, and the market plays a fundamental role in resource allocation, and has formed a multi-level agricultural product market system.
1, forming a consumer goods market and an import and export trade market.
For example, agricultural products such as grain, vegetables, fruits, meat and poultry belong to consumer goods, and they will enter the consumer goods market for trading; The import and export of agricultural products will produce import and export transactions and form an import and export trade market.
2. Wholesale market and retail market
Wholesale market refers to the market where bulk agricultural products are traded; Retail market is a market where agricultural products are sold to consumers in small batches. For example, bazaars and supermarkets are the main forms of agricultural products retail market.
3. Specialized market and comprehensive market
Specialized market refers to the market with a specialized agricultural product as the sales target; Comprehensive market refers to the market with various products.
Second, the problems existing in the construction of agricultural products marketing channels in China
Although the marketing channels of agricultural products in China have gradually developed, there are still some problems compared with developed countries, mainly in the following aspects.
(A) the low level of modernization of agricultural products marketing subjects
At present, most of the marketing subjects of agricultural products in China are farmers, retail operators and small business owners. However, with the development of agricultural marketization in China and the intensification of international competition, it is difficult for scattered and small-scale farmers to obtain effective product information in this fierce competition. A large part of agricultural products are sold by farmers themselves, which greatly restricts the circulation of agricultural products. The marketing subject of agricultural products is still in the primary stage and immature, and all the marketing subjects are just buying and selling relationships, without forming a long-term partnership. In addition, the ability of the marketing subject to collect, process and process information is relatively weak, so it is difficult to play its due role in the marketing process of agricultural products, which leads to the low level of modernization of the marketing subject of agricultural products.
(B) still dominated by traditional marketing methods.
For a long time, the farmer's market is the main sales terminal in the marketing channel of agricultural products in China, and most of the retail of agricultural products is carried out through the farmer's market. This marketing method has some inevitable disadvantages, such as irregular operation and limited sales, which greatly restricts the sales of agricultural products. This year, with the development of society and the emergence of e-commerce, some new marketing methods have appeared in China's agricultural products market, such as auction trading, online trading, credit trading and other modern trading methods. However, due to the influence and restriction of many factors, these modern marketing methods have not been widely used in China, and there are still few users. Traditional marketing transactions still occupy a dominant position in China agricultural products market. This is mainly because the main marketing subjects of agricultural products in China are some individual farmers and retailers. These marketing subjects are very small in scale and weak in economic strength, and most of them lack specialized marketing knowledge.
(C) low concentration of agricultural products market
Market concentration is an important index to measure the market size, which can effectively reflect the monopoly degree of buyers and sellers in the market. Since the reform and development, China's agricultural products market has developed rapidly, and its scale is gradually huge, but compared with developed countries, there are still many defects. For example, the average transaction scale of China's agricultural products market is small, the degree of decentralization is high, the supporting facilities of agricultural products market are mostly backward, and some even stay in the simple management mode of renting pavements. This is mainly because China has been implementing the basic system of household contract responsibility system, and the land obtained by each farmer is extremely limited, which makes the land management scale small and the production scattered, which eventually leads to the low market concentration of agricultural products.
(D) The marketing channel system of agricultural products is immature.
At present, the marketing channel of agricultural products from producers to consumers in China generally adopts a circulation system: production → procurement → wholesale → warehousing → sales → consumers. There are many links in this system and the circulation chain is too long, which leads to low channel performance. This marketing channel system not only affects the circulation speed of agricultural products, but also increases the circulation of agricultural products in all links. At the same time, due to the long marketing link, some perishable agricultural products are seriously lost in transit, which leads to a big difference between the purchase volume and the actual sales volume, and also increases the final cost of agricultural products. Therefore, it can be seen from these that the marketing channel system of agricultural products in China at this stage is still not perfect, and it is only in the primary stage.
Third, the countermeasures and suggestions to improve the construction of agricultural products marketing channels in China
(A) cultivate large-scale agricultural products marketing subject
The main body of agricultural products marketing, whether it is farmers in the production field or operators in the circulation field, should constantly tend to scale, organize and integrate. The construction of agricultural products marketing channels in China should start with the main body of agricultural products marketing, learn from some advanced experiences and technologies of developed countries, constantly change the situation of single main body of agricultural products marketing in China in the past, and cultivate large-scale agricultural products marketing main body, so as to improve the competitiveness and organization of agricultural products marketing main body. For example, we can cultivate agricultural products marketing subjects to participate in agricultural industrialization, which will be beneficial to the complementary resources among subjects. Secondly, it can guide farmers to establish professional cooperative organizations, improve the degree of organization of agricultural products, and jointly explore the agricultural products market, which is conducive to farmers forming a community of interests and enhancing their ability to resist risks and markets.
(B) innovative marketing methods of agricultural products.
1, by auction.
Auction transaction is a common product marketing method in the international wholesale market. Auction transactions are mandatory. Most agricultural products are not allowed to be traded outside the market, but should be traded in the auction market. At the same time, the subjects of auction transactions have passed strict qualification examination before entering the auction market, so this marketing method can reduce the possibility of "black-box" operation in traditional transactions and make transactions more fair and reasonable.
2. Take online e-commerce transactions as an example.
E-commerce has become a new marketing method, which gradually replaces the traditional marketing method and brings opportunities for the development of agricultural products. Online e-commerce marketing has the characteristics of virtualization, low cost and transparency. Using online e-commerce to market agricultural products can make up for many shortcomings of traditional marketing methods, effectively solve the problems of perishable agricultural products, difficult storage and large loss in transit, give full play to the space-time effectiveness of its marketing channels, reduce the circulation cost of agricultural products, and thus resolve the risks brought by agricultural products exchange.
(C) gradually improve the business model of agricultural products
The wholesale market of agricultural products plays a very important role in the marketing of agricultural products in China, and is the sales terminal in the marketing channel of agricultural products. However, with the change of economic environment, higher requirements are put forward for the marketing channels of agricultural products. It is imperative to improve the management mode of agricultural products and carry out scientific and reasonable transformation and integration.
1. Improve the wholesale market of agricultural products.
At present, the development of agricultural products in China is characterized by small scale and low degree of organization, which requires the continuous expansion of agricultural product market management model. First, the wholesale market of agricultural products should be managed as an enterprise in accordance with the modern enterprise system, regardless of investment, construction or management, so as to achieve clear property rights and scientific management. Second, it is necessary to improve the facilities construction of the wholesale market of agricultural products, so that the wholesale market of agricultural products can have comprehensive functions such as gathering materials, price and information release, and can establish infrastructure with storage and preservation functions.
2, the establishment of agricultural products supermarket chain
With the development of China's economy and the improvement of people's living standards, more and more people begin to pay attention to the safety of agricultural products consumption and the convenience of purchase. In addition, with the increasing internationalization of agricultural products market, the requirements for the quality, packaging and transportation of agricultural products are getting higher and higher, which requires us to gradually improve the business model of agricultural products and establish large-scale and intensive agricultural product supermarket chains. This is mainly because the supermarket chain of agricultural products has more advantages than the traditional farmer's market, such as direct contact with consumers, and the agricultural products entering the supermarket have national quality standards, which can provide customers with a superior shopping environment. Therefore, adopting the operation mode of agricultural products supermarket chain is conducive to providing efficiency for agricultural products and reducing costs.
(D) Establish a sound marketing channel system for agricultural products.
In view of the immature marketing channel system of agricultural products in China, we should gradually establish a perfect marketing channel system of agricultural products, change the previous multi-link and long-chain circulation system, and distribute agricultural products directly from producers to consumers. This requires the establishment of a highly organized and standardized agricultural product terminal market, for example, the establishment of a modern agricultural product circulation system with supermarkets as the end to replace the traditional wholesale market system.
To sum up, agricultural products are an important foundation for a country's social stability, and it is of great significance to stabilize and develop agricultural products. Establishing modern marketing channels for agricultural products will make China's agricultural products occupy a place in the fierce international market.
References:
Zhang Haiyan. Problems and Countermeasures of Agricultural Products Marketing Channels in Ethnic Areas [J]. Journal of Central University for Nationalities (Philosophy and Social Sciences Edition), 20 10, (6): 49-53.
[2] Song Guie. Problems and Countermeasures of Agricultural Products Marketing Channels in China [J]. Journal of Qingdao Administration College of Qingdao Municipal Party School, 2008, (3): 35-37.
[3] Cai,,. Problems and Countermeasures in the Construction of Agricultural Products Marketing Channels in China [J]. Hubei Agricultural Sciences, 20 10, (2): 494-496.
[4] Yang Fu. China agricultural products marketing channel innovation strategy [J]. Shandong Textile Economy, 20 1 1, (3): 84-85. □